eBuzz - Search and Email: The Perfect Pair

Search and Email: The Perfect Pair

Search and Email: The Perfect Pair

Email can actually extend your search pay-per-click (PPC) spend and significantly increase your PPC ROI. On average you're likely converting 2% to 5% of your PPC clicks. That means that 95 of 100 people visiting your site are not taking the primary action you want them to.

But what if you could convince another 5, 10, 15, 20 or more of those hundred visitors to your landing page to at least opt-in to an email relationship? Perhaps they aren't ready to buy, but are still interested in your products or services.

Then, you use email to nurture those relationships over the ensuing months and years and convert another 2% to 5% to customers from that original group that visited your landing page. You've in essence doubled the ROI of your original PPC campaign spend.

MacDonald was reacting to a recent Email Experience survey in which email marketers ranked direct mail marketing as a better email synergy partner than search marketing.

While there is still a place for direct mail marketing, according to Forrester Research, more and more media dollars are moving online, and the sheer good sense of linking campaigns is underlined by the results, according to MacDonald:

If you're not integrating your email and search programs, you might be leaving significant dollars on the table and failing to energize your email program. Whether by design or as a byproduct, you also actively grow your email database and can potentially reallocate some list-growth dollars toward additional email marketing resources.

Optimizing emails for organic search results, optimizing landing pages for both organic search results and for calls to action, and integrating PPC with an email campaign can only strengthen all of these interactive marketing arms. Making the pieces of your campaign part of an overall strategy and having them work together as a whole is the surest route to success.

And that's our take on the news today!

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