Partnering Email and Search Marketing

March 20th, 2008 | By Adam Holden-Bache | No Comments

Any business using both search and email marketing should be synchronizing efforts to maximize the value of their campaigns. Web users who search are typically looking for information, so leverage the opportunity provided by search click-throughs to get new visitors to opt-in to your email lists.

Step 1:

Craft your search creative to let users know that there will be information and benefits when they click through.

Step 2:

Ensure that your landing pages provide an opt-in form, as well as benefit-driven copy to provide a reason for visitors to sign-up and provide their personal information. Since those who click-through are generally in search of information or are looking to purchase, use this knowledge to your advantage. Promise immediate additional information or instant savings upon opt-in.

Step 3:

Ensure that your welcome message provides the information or discounts that you promise. Remember that your welcome message is an immediate opportunity for you to secure the relationship and even complete the purchase cycle.

Once you have secured the opt-in, continue to nurture the relationship based on the information you gathered during opt-in. Remember that the source of your lead was search marketing, so information or offer-driven follow-up emails will likely benefit your new prospect or customer.

Remember, in this increasingly more competitive environment, partnering search and email tactics will help you achieve maximum value from both types of campaign efforts. Once you have fulfilled the users’ original need, they’ll come back to you for future information, services or purchases.

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