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Publish Your Emails to the Web

If you have an email marketing program, you should post most (if not all) of your emails to the web.

Here are three reasons why:

  1. Social Media Sharing: By archiving emails with a unique URL, you make it easy for people to share your email on Twitter, LinkedIn, Facebook and other social media channels. MarketVolt enables you to automatically publish a copy of your email to the web and include “share this on social” links in the body of the email. This will expose your content to people who are not on your list and help you attract more subscribers.
  2. Search Engine Optimization. Most emails you publish will have links back to pages on your web site. The published copy of the email and the links back to your site can improve your site’s standing in the search engines.
  3. Demonstrating the Value of Your Content. By archiving your emails online, you can easily show prospective subscribers what they get if they opt-in. I frequently look for archived emails before I subscribe. If I like the content, I opt-in. If I don’t like the content I pass. This approach helps you attract people who are interested in your offering and avoid those who aren’t.

Here are some important tips for email archiving:

  1. If you use an email service provider, make sure your published emails stay live for an extended period. Some providers keep a version of your email live for a short period — sometimes just 30 days. Others charge for you to keep your emails live. The point of publishing the email is so you can link to it. You look bad if you have links to your email that direct people to a “page can’t be found” error or a message that says, “We’re sorry, this email is no longer available.” Look for an email provider that doesn’t charge you to publish the email online and will keep the email live.
  2. Include a “Join Our Mailing List” link in your email.  This seems counter-intuitive. People who receive the email are already on the mailing list, right? Not if they see your email by clicking a link from your web site or a social media post. Make it easy to opt-in for a new lead who sees your published email.
  3. Remove the private stuff from the public email. Some emails include restricted content — items for members or customers only, for example. If you publish an email, assume it will be seen by anyone. If your regular emails contain private/restricted information, create a second version — for online publication — that omits the private content.

 

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