Relevance: Including relevant keywords ensures that your email content aligns with the interests and needs of your audience. SEO Benefits: Although search engine optimization (SEO) is more commonly associated with web content, keywords in emails can also impact your emailâs discoverability, especially in web-based email clients. Increased Engagement: Well-chosen keywords can improve open rates, click-through rates, and overall engagement by resonating with your audience. Branding: Consistently using specific keywords can reinforce your brandâs message and values.