Email marketing as a tool to boost search engines rankings Essay

Malaga (2008) identifies other tactics and strategies that are essential for SEO such as link building and indexing. Dover (2011) states that the usually semantically significant text contained in a hyperlink that links webpages allows search engines to gather appropriate semantic information about the site targeted. According to Coopee (2000) cited by Onaifo and Rasmussen, (2013)., an increasingly high number of people search for information online using search engines and as such search engines have become the primary tool for retrieving information on the internet. He further points out that the growth in web pages on the internet makes it difficult to obtain and retain high search engine rankings and that organisations need to make certain modifications on their websites to boost their search engines rankings.The email represents the result of the natural evolution of the mailing (Pantea and Pop, 2010). The prolific growth in the use of e-mail has been one of the most significant developments in business communication in the past quarter century. E-mail's widespread adoption has deeply affected both society and commerce, changing both how individuals interact with each other on a personal level and how businesses interact with customers (O'Connor, 2008). E-mail can be employed for different marketing purposes. It can be used to share information promotional activities relationship building and as a guide for customers to websites (Simmons, 2007). Email can deliver more content presenting more opportunity for interactions and gives senders more control (D'Anna, 2016). Organisations seeking to create and maintain a closer relationship with clients, email marketing can serve as a key communication medium (Ellis-Chadwick and Doherty, 2012) because it allows you to learn more about your target customers and adapt your message to their preferences with greater opportunity to truly personalise the content according to each individual (D'Anna, 2016). Personalisation has become table stakes in email marketing. It's now all about creating relevant experiences for the recipients based on context and frequency (Deutsch, 2011). It is argued that personalisation can lead to persuasion, such as enhanced attention, involvement, memory, attitude, intention, and behaviour (Maslowska et al., 2011).Though personalisation has become more prevalent, consumers are still dissatisfied with the state of personalised email marketing, consumers find basic personalisation "superficial (CRM, 2013). Email campaigns are most successful when they are permission-based, well-timed and present offers that customers truly want (Yapp, 2015). People treat their inbox as a personal domain. As long as companies seek permission to send messages, and do not abuse this privilege, they have the ability to build profile, awareness and, ultimately, a profitable relationship with that person (Chittenden and Rettie, 2002).
From a commercial perspective, e-mail's popularity as a marketing communications tool can be attributed to the benefits that it brings. The email or the electronic mail is one of the most competent tools from the direct marketing's arsenal on the internet. It is convenient easy to use and to a large extent highly effective as a method of interacting with, selling to, and converting the customer (Sipior, et al., 2004).