{"id":95686,"date":"2024-04-15T09:38:00","date_gmt":"2024-04-15T13:38:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=95686"},"modified":"2025-10-03T11:10:21","modified_gmt":"2025-10-03T15:10:21","slug":"searchable-emails","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/searchable-emails","title":{"rendered":"SEO for Email: Yes, It\u2019s a Thing! How to Make Emails Searchable in the Inbox"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_cf7c55d1da0813e135b4c5776c9eacd3\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>There are two kinds of people: those who chase after inbox zero and those who have 45,000 unread emails.<\/p>\n<p>Whether you\u2019re always curating your incoming emails into carefully considered folders or letting it ride, chances are you have some kind of organizational system.<\/p>\n<p>As email geeks, we subscribe to all kinds of random emails in the hopes that an inspirational design will drop in one day (ask me about the hundreds of emails I get from Cadbury despite not living in England anymore!).<\/p>\n<p>Important emails can easily get buried under all kinds of stuff in the inbox: seasonal promotions, abandoned cart notifications, calendar reminders, welcome emails, appointment confirmations, and of course, deals and discount codes.<\/p>\n<p>Trying to find a specific email from a specific sender? Good luck. Inbox search functionality ain\u2019t Google, that\u2019s for sure.<\/p>\n<p>As an email sender, though, there\u2019s a lot you can do to help your subscribers find your emails fast\u2014to dig back through the archives to grab a discount code, to send it to a friend, or to read it one more time. SEO: it\u2019s for emails, too.<\/p>\n<h2>Why searchability in email matters<\/h2>\n<p>Email facilitates every touchpoint in the customer experience, from a first impression in a welcome email to their second (or third!) purchase.<\/p>\n<p>It\u2019s your job as an email marketer to build your brand while removing as much friction as possible from the customer journey.<\/p>\n<p>Making your email searchable eliminates frustration from your subscribers if they\u2019re trying to find your emails, but it also:<\/p>\n<ul>\n<li>Follows <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-design-for-colorblindness\">accessibility best practices<\/a> so all of your subscribers can access important information, no matter where or how they are reading your email<\/li>\n<li>Makes it easy for subscribers to <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/getting-subscribers-to-forward-your-emails-5-secrets\">forward your emails<\/a> to others, enabling word-of-mouth<\/li>\n<li>Creates a smoother customer interaction and prevents additional customer support queries<\/li>\n<\/ul>\n<p>To understand this more fully, I chatted with two email geeks: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/carinslater\/\">Carin Slater<\/a>, Litmus&#8217; Lifecycle Email Marketing Manager and <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/traciepang\/\" target=\"_blank\" rel=\"noopener\">Tracie Pang<\/a>, Sr. Product Manager at MGM Resorts International. Here\u2019s how they suggest optimizing your emails so they\u2019re searchable in the inbox:<\/p>\n<h3>1. Add ALT text to all of your images<\/h3>\n<p>For search engines to work, they require text. An easy way to make your emails more searchable is to <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-styled-alt-text-in-email\">add ALT text to every single image<\/a> in your emails\u2014which tbh, you should be doing anyway so that they\u2019re accessible\u2014so that if someone searches for a specific product item, discount, or your brand, they can find them.<\/p>\n<p>\u201cWe talk about ALT text all the time because you need to have text for an image to be accessible. But it has an added bonus that nobody thinks about, which is that text is searchable,\u201d says Carin Slater, Email and Content Growth Marketing Manager here at Litmus. \u201cFor example, if you\u2019re looking for a Target email, you can search for the word \u2018bullet\u2019, which is the name of the dog in the logo. It\u2019s a very convenient way to find Target emails without using a word that\u2019s all over the rest of my inbox.\u201d<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/1-2.png\" alt=\"\" \/><\/div>\n\n<p class=\"text-muted\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-target-exclusive-deals\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/p>\n<p>ALT text should be descriptive of the image, rather than just a keyword. But it\u2019s a good way to include another brand mention or theme that your subscribers might be looking for next time they open their inboxes.<\/p>\n<h3>2. If it\u2019s important, use live text<\/h3>\n<p>One major pet peeve: When brands use image-only emails. Yes, coding can take time, but with so many <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-templates\">free email templates<\/a> available these days, sending an image-only email, even with ALT text, only excludes your subscribers with images-off.<\/p>\n<p>That means the image your designer worked so hard to create doesn\u2019t get seen at all.<\/p>\n<p>There\u2019s one more secret reason to avoid image-only emails: Searchability. If you have an important piece of information, don\u2019t leave it to chance.<\/p>\n<p>\u201cEven if you have information in an image, you should also type it out,\u201d says Slater. \u201cLet\u2019s say for example, you\u2019re adding a coupon code that\u2019s randomized, so it can\u2019t be live text. You can still have the words \u2018coupon code\u2019 or \u2018discount code\u2019 included above or below the image in the email so that someone can search for it later.\u201d<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/2-3.png\" alt=\"\" \/><\/div>\n\n<p class=\"text-muted\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/take-15-off-your-unique-code-inside\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/p>\n<p>Otherwise, your subscriber is never going to find that dinner reservation, concert ticket, shipping confirmation, or discount code to copy and paste.<\/p>\n<h3>3. Use consistent keywords throughout your email<\/h3>\n<p>If you send regular themed emails to your subscribers, like a weekly recap or newsletter, you can help subscribers find them later by including some consistent keywords or conventions in your subject line, header, or footer.<\/p>\n<p>This can be for frequent emails, like how blogger ExtraPetite always adds \u201cNew on EP\u201d to her weekly email; or you can brand an email itself, like Agents and Books does for Q&amp;A Thursdays.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-95052\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-300x30.png\" alt=\"\" width=\"1230\" height=\"123\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-300x30.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-1024x102.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-768x77.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-1536x154.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot.png 1600w\" sizes=\"(max-width: 1230px) 100vw, 1230px\" \/>\n<p>\u201cIt\u2019s important to include some sort of main keyword so that if someone views your email at one point, they can refer back to it,\u201d says Tracie Pang. \u201cIf the topic was accessibility, for example, they could just search that topic in the inbox. Be as clear as possible with your body copy.\u201d<\/p>\n<p>But this kind of keyword usage isn\u2019t limited to subject lines. Cooler brand YETI sends weekly emails using the words \u201cthis week at YETI\u201d which promotes the latest product drops and news. While it\u2019s not a \u201cnewsletter,\u201d using consistent branding makes it easy to find your emails in the inbox.<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/3-4.png\" alt=\"\" \/><\/div>\n\n<p>If you\u2019re not sure how your emails appear, experiment with your team\u2019s inboxes. Every search functionality is a little different, but try a few different keywords to see where your email falls.<\/p>\n<p>You may be surprised\u2014a quick search in Gmail for \u201c30% off\u201d shows that any percentage deal shows up. If we were trying to find cute pajamas (Company Store) or a new wreath for a front door (Frontgate), we\u2019d have to do some scrolling.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-95063\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-2-300x130.png\" alt=\"\" width=\"1244\" height=\"539\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-2-300x130.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-2-1024x444.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-2-768x333.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-2-1536x665.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/Keyword-Screenshot-2.png 1600w\" sizes=\"(max-width: 1244px) 100vw, 1244px\" \/>\n<h3>4. Use a sender name that\u2019s memorable<\/h3>\n<p>Your from name should always be easy to read, but making it memorable gives subscribers an easy way to look for your brand. This is especially true if you send lots of different kinds of emails, like a regular newsletter, sales emails, or your transactional emails.<\/p>\n<p>Pang points out this familiar experience: \u201cI notice that most times I\u2019m looking for an email is when it\u2019s transactional. But when I search, I\u2019m flooded with a lot of marketing emails from that same sender.<\/p>\n<p>\u201cA way to make this more searchable is to use a distinguishable from name for these types of emails that still align with your brand,\u201d Pang recommends. \u201cFor example, at Litmus we send Litmus Weekly and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/litmus-news\">Litmus News<\/a>, which are two different newsletters and use two different from names.\u201d<\/p>\n<p>Your brand may want to keep your sender name the same for every email\u2014that\u2019s fine, too!<\/p>\n<p>The most important thing to keep in mind is whether or not it\u2019s easy to find. Whether that\u2019s \u201cNAME from BRAND\u201d or simply the brand name, keep your sender name short and easy to remember.<\/p>\n<h3>5. Double check email automation<\/h3>\n<p>Email isn\u2019t \u201cset it and forget it\u201d as much as we would like it to be.<\/p>\n<p>With automated emails, especially your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/commercial-vs-transactional-emails\" target=\"_blank\" rel=\"noopener\">transactional messages<\/a>, make sure you\u2019re including enough information that subscribers can search for it and that you\u2019re not sending too many messages with the same information.<\/p>\n<p>You don\u2019t need multiple emails to confirm an event registration, for example\u2014just send one that includes tickets or arrival details.<\/p>\n<p>\u201cWhen I go to the vet, they use an automated system to send me my invoice and vaccine records, but the emails themselves don\u2019t have any descriptive information, like the name of my pet! I end up having to call the vet again for the information anyway.<\/p>\n<p>It\u2019s important to have some sort of identifying information in an email like that so your subscribers can find it again later,\u201d Pang says.<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/4-4.png\" alt=\"\" \/><\/div>\n\n<p>In this example, the vet\u2019s from name is included, but there\u2019s barely any text in the email besides the attachment. With multiple pets, it\u2019s impossible to know whose records are whose.<\/p>\n<p>While some automated vendors are difficult to use, adding a few pieces of information about the visit, like appointment date, time, or doctor, could help her actually find the invoice to pay.<\/p>\n<p>What\u2019s tricky with automated messages is that some ESPs limit what you can and can\u2019t include in your email, making them difficult to customize. But you can (and should) always add ALT text and information like your business name in your footer that can help subscribers find your email again.<\/p>\n<h2>Do you need to make every email searchable?<\/h2>\n<p>Making your emails more searchable is an uphill battle against each email client\u2019s search feature.<\/p>\n<p>Even Gmail and Yahoo, both email clients from companies built on a search engine, leave something to be desired. But if you\u2019re looking to increase your email engagement, making your emails more searchable can help.<\/p>\n<p>Take, for example, one of the coolest email campaigns we\u2019ve ever done at Litmus: <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/new-years-eve-email-how-to\">This New Year\u2019s Eve <\/a>email.<\/p>\n<p>Our goal was to encourage subscribers to come back to an email to sign up for an event, so we created a personalized email swag-drop-themed sweepstakes campaign that updated over multiple days to try and achieve this goal.<\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/5-3.png\" alt=\"\" \/><\/div>\n\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/6-3.png\" alt=\"\" \/><\/div>\n\n<p>When you look at your email marketing program, think about your current engagement. Ask yourself:<\/p>\n<ul>\n<li>What\u2019s the average open rate for my emails?<\/li>\n<li>Are people coming back to them and reopening them? Do I want them to?<\/li>\n<li>Does this upcoming email campaign require someone to go back and read it again? (Like an event or other transactional information)<\/li>\n<li>How strong is my brand in the inbox?<\/li>\n<\/ul>\n<p>\u201cIf you\u2019re going to write it, make sure people can find it,\u201d says Slater. \u201cEvery type of email has a different purpose, but for emails where you\u2019re looking at engagement, read rates, or reopens, searchability matters.\u201d<\/p>\n<h2>Optimize your emails for search and more with Litmus<\/h2>\n<p>Making your emails searchable? Great. Making them accessible? That\u2019s a must. Let\u2019s make email better for everyone. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ultimate-guide-accessible-emails\">Get our guide.<\/a><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":56,"featured_media":94684,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[10300,10302,10303,10307],"class_list":["post-95686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","blog_category-email-building","blog_category-email-deliverability","blog_category-email-design","blog_category-email-personalization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>SEO for Email: Yes, It\u2019s a Thing! How to Make Emails Searchable in the Inbox - Litmus<\/title>\n<meta name=\"description\" content=\"Here&#039;s how to make your emails searchable in the inbox so subscribers can easily find your emails using email building and email design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/searchable-emails\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO for Email: Yes, It\u2019s a Thing! 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