Can Email Marketing give you Google Juice

[tweetmeme source= “getintheinbox” only_single=false]
If part of the reason that email is forgotten over Social is because links from social media provides google juice where links from emails apparently do nothing, is there anything I can do about it?

I haven’t really got a clue about SEO and trying to Google-it gets me hundreds of pages selling it to me but rarely anything useful. I asked a couple of SEO people who said that because traffic from inboxes aren’t from real web-sites so it can’t help rankings.

I’m not so sure. If the traffic was actually from an inbox I could see it. However, traffic from a marketing email goes to the ESP who hosts the tracked link. It’s the ESP who then reports on the click and redirects to the website. swaps links and counts the clicks before redirecting to the website and that still gets you Google Juice.

So my first question (of many) is: Why don’t redirects from ESP servers get Google juice when links do? or do they?
According to Google anything that does a 301 is followed then Google Juiced but that could only be when the famed Google Bot parses the tweet on-line and not when someone clicks it and gets to your site?

If email links can help search rankings we should really tell someone!

Anyway, I’m fairly sure that direct links count especially internal links from one page in your web-site to other pages within your web-site…I’ll come back to that.

Now when someone uses the social share or SWYN in your emails, the link that is shortened and shared is actually the view in a browser link from the email but with the optout link disabled and extra tracking so the ESP knows it’s from SWYN and usually which social site etc. That way it can track who shared, where and how many clicks it got form which network.

So basically it’s the same as a send to a friend and counts each link click in the email by the people who got there from the social site but like Google Analytics it just gives the numbers not the individual tracking.

  • Is there SEO there? Dunno! It’s a publicly accessible webpage but with an obscure url.
  • It maybe hosted on a delegated subdomain of the sending brand’s home domain, does that make a difference? Dunno!
  • The links will essentially be from a sub-domain of the main web domain so would they then count as internal links? Dunno!
  • For Google to even know about it would the external view of the email need the GA tacking JavaScript in it? Dunno!
  • Or is it all rubbish and as long as you have the Google tracking codes in you get something? Dunno!

What if you actually take the code from your email and paste it into a page on your website and them make the SWYN links in your email link to that page, probably shortened, then all social traffic could count the same as any other social traffic to your blog posts etc. Also, as the content of your email will be full of links to other pages within the same site it will be full of internal links, more Google Juice.

So really the question left is about the subdomain, if traffic from the subdomain carries the same weight as traffic from the domain, which ever way the subdomain is delegated, it’s easy. As any brand aware marekting is far more likely to tie in an sub-domain than plug in a brand new domain – if their hosting packages allows them to delegate it.
If not you will have to chose between the Google Juice from the self hosted email content and losing out on the deep tracking, or keep the deep tracking from the ESP hosted view in a delegated subdomain and not get as good Google Juice from the internal links

Or am I talking absolute gibberish?

PowerMTA interview on twitter: email marketing deliverability awesomeness

[tweetmeme source= “getintheinbox” only_single=false]
Port25 did a very cheeky little twitter interview last night (19:00 UK-Time) where Fred Tabsharani (@tabsharani) interviewed Russ Fletcher (@fletchster) about the up coming V4.0 of Port25’s magnificent #PowerMTA.

After two questions a couple of people butted in with their own questions, My alter-ego asked:
Q: “Hi @fletchster have you added any new features that maybe users have been asking/waiting for?”

A: fletchster: “We are always collecting feedback. 1 new feature born out of multiple requests is feedback loop response management.”

This is a big deal! While many senders large enough to need a PowerMTA box may have the technical skills to handle their own feedback loop management it does mean yet another system. You have your CRM/Profiling database, CMS, Email Software to tie that together and then PMTA to distribute. Normally you would have to manually bolt on the feedback loop management to the CRM/Profiling Database – OR if you have an ESP, that will look after it.
Having PMTA look after it could be a massive weight off.

Also, we’ve seen that some ISPs use different standards to respond to hard bounces, eg: some will use 554 for a spam complaint & 550 for user unknown and others will do it the other way around. It is annoying, even more so when one swaps without telling anyone! fletchster tells us that PMTA has the ability to have rules to handle different ISPs’ codes accordingly – genius!

The final question from tabsharani was:
Q: “What are the most effective and efficient ways to establish IP reputation, in our current deliverability landscape?”

This was the big question, and has us all on the edge of our seat, especially when tabsharani forgot to hash tag the question, so fletchster answered it before people following the just the hashtag saw what the question was (you probably had to be there though – in fact you definitely did)…

A: “In the current landscape, senders should:
1) Use a consistent IP address which is what providers will be monitoring over time.
2) They should also sign mail with DKIM to properly verify sending identity.
3) They should also make sure that FBLs and bounces are properly handled from remote gateways.
4) Senders need to improve content targeting to increase recipient interaction with their messaging as mailbox providers are starting to monitor such activity as a measure of legitimacy”

The usual 3 were listed and as convention has shown, the new 4th aspect of content targeting is there. It’s good that there is consistency.

Then we went onto the Q&A:
Q: MichaelWeisel: How do you see the industry changing re: reputation & deliverability & what are the most important strategies to use?

A: fletchster: I believe the biggest change is that mailbox providers are now looking at interaction metrics as another data point to use for assessing sender reputation and legitimacy. As such, senders will have to re-think their creative prod. processes.
– – –
Q: MichaelWeisel:
We have been pushing transactional to help build IP reputation, thoughts and reassurance this is a good idea?

A: fletchster: I’m not sure deliverability is determined in a transactional v. en masse sense. Rather, transactional content also argue that the way transactional mail is sent is inherently less likely to trip volume filters providers may have in place.

To which MichaelWeisel elaborated: Thought process is, by using existing forms for transactional yields higher % of “good” email addresses = better deliverability.

– – –
It was really good thing to do, I think the build up was a little quiet so the attendance was not as strong as it could have been. I only found out about it 5 mins before it started when I saw tabsharani’s tweet from half an hour earlier.

I think Port25 have the opportunity to really help good senders send good email and help improve deliverability overall. Giving people that opportunity to manage the feedback loops from PMTA and better handle the bounces supports the latest point that senders should focus on the people who really want the content. If you only send emails people genuinely want, they are more likely to get it when they want it and can then share it for you.

Well done guys. Apparently the full transcript will be available on very soon – look out for the retweets!

Correction – as of 03:50 this morning (gmt – 05/08/2010) this post is the transcript 🙂
“Transcript released from @Port25Solutions interview yesterday. #PowerMTA”

Also there is a Twapper Keeper of the entire tweeting:

– – –

If you are a big sender, your volumes probably won’t warrant a pay per email ASP solution, check out Pure360 Unlimited: you can host the software on your own hardware, behind your own firewall, with PMTA. Pure360 will manage it with you and if you like, they can train people up on the way so you can take control of PMTA after 12-18 months and have full control over your deliverability. If you have the resources and the knowledge, Pure360 will manage the software for you and you manage the PMTA box. On top of that, the model means that you don’t pay for emails!

Ever wondered whether your email marketing results are effected by the weather

[tweetmeme source= “getintheinbox” only_single=false]
Pure360 recently did a study to investigate patterns of email marketing results
compared based on the weather.

It is a genius idea with some very cool results, including:
holiday, travel and travel product emails benefit from good weather,
property and vehicle emails benefit from bad weather
and they really drill down into how much the affect is.

It’s definitely worth a read…read on

From my point of view, I’m all for it – The more targeting you can do the better!

No longer is email about making the numbers as high as possible so you might get more people clicking,
it’s about getting the right content to the right people and the right time!
Any information we can get to help us achieve this is good information.

wft: why why why email with Outlook

[tweetmeme source= “getintheinbox” only_single=false]
Just saw a tweet from techtree, who are normally quite good, saying how useful the mail-merge option in Outlook is for Email Marketing?
WFT?!? – Why would someone with Tech in their brand name say Outlook is good for email marketing?
to be honest they did actually say mass-mailing, they might as well have just said spam.

Mass Mailing with a Personalized Touch
@Techtree 9.30-ish BST via Google

So what they meant was: “You don’t have to do an giant BCC in order to spam loads of people from MS Outlook anymore”

fyi: you still don’t get reporting and more importantly you don’t get the opt-outs managed!

Welcome to Dimebar-ville Techtree, very disappointed in that 😦

EMR: Email software popularity: 5 lessons for your list

In “Email software popularity: 5 lessons for your listMark tells us how to get even more from email depending on on your recipients’ email client.
Even though the email standards project guys have tried gallantly we still have no real html standards but we are close and some of the ISPs have updating their clients to be more in with the standards the industry know it should be working with. Mobile is still a bit of a git though!

Any as per usual Mark Brownlow has nailed it, read this and have a play with some of the tools he suggests.

As Fingerprint is from the same guys as Litmus, this functionality should be in every ESP pretty soon.

I was having a chat with the one of the Web guys from Pure360 and he said he’d seen the patterns and it might even be do-able in the platform as part of the normal delivery report? fingers crossed for the next-next feature upgrade. It won’t be in the next one because Automations is out in December – very exited!

Blue Sky Factory

Another classic from the guys at Blue Sky Factory:

5 MORE Things All Email Marketers Need to Know
Reports, templates, and lists – oh my!

There are many aspects of an email marketing campaign. From building a list to analyzing campaign results, email marketers have a lot to keep track of. I recently posted a basic list of 5 things all email marketers need to know, but was asked to do a similar list with information that’s, well, a little less basic. (And while you’re here, save some trees. Just click on the image to the right.)

Ask and you shall receive. Here goes…read on
October 29th, 2009 by Amy Garland