Whatever content is used in email marketing, usually has a link to articles or offers available on your website. This creates interaction with your website meaning more regular traffic to your site but eventually it also draws traffic from subscribers / regular visitors that stay longer on your site. If done right your website could become an authority site meaning it becomes a go to site for all information pertaining to a particular business / product / specialty. When people recognisze this as an authority site they will link to your site thereby building backlinks to it. Search engines like website backlinks and especially if the backlinks are from another authority site which will result in higher rankings. (Authority sites e.g. BBC, Entrepreneur, etc.)
Emails with engaging content which can be thoughtful and useful to your readers takes time to write. If you do it well and such emails (as in newsletters to subscribers) are sent out you will surely achieve engagement. It's a shame that such well written email / newsletter content doesn’t “register” with Google or have any lasting impact on your rankings as they land into email inboxes. But you could reuse or re-purpose such great email / newsletter content into blog content, and this can be done in a number of simple ways:
- If your emails / newsletters are long, you can turn them into stand-alone blog posts by simply taking the same content, inserting relevant links, and getting it live on your blog…which you can also share on Facebook and other social media channels.
- If your emails /newsletters are short ones, then after you send a number of related emails /newsletters, you can then “bundle” them together, smooth it out, and turn them into one blog post.
Of course all the content should include search engine optimization with relevant keywords. So following these few steps in email marketing can improve your rankings.