Adventures in Mobile Marketing

Manipulating Email Text to Leverage SEO

I’ve been getting renewed traffic to my article on Barack Obama’s text-only fundraising plea after his win in the Iowa Caucus. This morning, while reading Mark Brownlow’s update on the Email Standards Project today, Mark notes that even though we’ve got some ground with the ESP, images are still an issue.

One of the key elements of that fund-raising email was not that images weren’t there- it’s the extra dimensionality they chose to use with text. That email used SEO methodology. SEO is Search Engine Methodology. It’s understanding that your email will be seen in a web browser, probably by a mail provided by one of the major search engines that leverage keywords. So if your email says “Hilary this” and “Hilary that” you will get ads for Hilary Clinton on the right hand bar of your email. Instead, focus on a few key messages and reiterate them in different word choices- of course make your email as readable and succinct as possible- all of the usual good email marketing tips. But keep an attention to the fact that your text (not images) can be also re-purposed as search keyword criteria.

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Written on Friday, 04. January 2008 at 12:59 In the category SEO, images off, strategy, technology. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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