Email As a Worthy Companion to Search
Perhaps you have heard from recent studies that email continues to be the most popular Web activity for Americans, followed closely by search. Both channels can be perfect ways to meet customers in their natural online habitats. But there’s a way to make your search and your email work even better. How? Use them in tandem; use what works.
- Use your best performing search keywords across your email subject line, body copy and creatives to send potential customers to your top performing search landing pages.
- Use your top performing email subject lines, copy, creatives and landing pages across your search and content campaigns.
- Sponsored search should be used to acquire new customers, and although repeat business via the search channel represents efficient marketing dollars well spent, capturing a follow up or repeat sale through email communications allows your search budget to accumulate an even larger base of first-time website visitors to convert, thereby maximizing your cumulative marketing budget.
Whether you need to integrate or synchronize your marketing efforts, or work towards both, I think any business will gain by beginning at least an internal dialogue speaking towards placing email (outbound marketing) and search (inbound marketin) in tandem with each other. You could call it synchronization in marketing.
Tags: email marketing, integrated marketing, synchornization is marketing