Why Search Agencies Should Embrace the Adjacency of Email Marketing [Updated 2021]
Summary
As a result of Apple’s iOS15 privacy features, open rates are likely heading to the great analytics dashboard in the sky, but the word-of-mouth power of email will remain long after its trackability has eroded. Frankly, the number of organic digital channels available to small businesses is shrinking.With each passing year, social media becomes more pay-to-play, and Google’s expansion of its Local Service Ad program is now nationwide in the United States and continues to add new verticals seemingly every quarter. Unlike SEO for local businesses, which generally includes relatively easy wins up front and gets progressively harder to deliver the same value over time, email marketing offers numerous opportunities to expand the scope of your engagement with a client. Sam Dolnick, the man in charge of the New York Times’ digital initiatives, puts a lot of stock in newsletters as a cornerstone channel, calling them “a lo-fi way to form a deep relationship with readers.” I love that description. Basic SEO blocking-and-tackling such as site architecture, title tags, and citation building will always be important services, but their impact for local businesses has declined overthe past decade, due to algorithmic sophistication, increased competition, and decreased organic real estate.
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