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The Constant Contact Guide to Email Marketing by Eric Groves

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The Benefits of an Email Archive

The primary benefit of an archive is to provide your existing readers with an additional resource that they can turn to in order to gain insight from you as an expert on an ongoing basis. However, there are a lot of other additional benefits as described in the following sections.

ATTRACTING NEW CUSTOMERS

Once your archive pages are published, search engines such as Google will be able to crawl your email content and add it to their search indexes. This means that as individuals search on Google and other search engines, your content may become one of the search results that are displayed. If you are interested in maximizing the potential of your email content showing up as a search result, you should contact a search engine specialist who can help you optimize your archive pages by the inclusion of meta tags and links from your web site as well as others to your archive page.
The fact that individuals can find your email content from search results makes it important to include a link to join your mailing list not only on the home page but on each campaign as well. By doing so, if a visitor finds your content appealing, you are well positioned to convince them to join your mailing list.

DEMONSTRATING VALUE

One of the challenges with web sites is that you are not there in person to meet and greet your visitors. By prominently positioning a link to your archive on your web site home page, you can provide web site visitors with a means ...

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