The email/search marketing link: 6 tips

The recent release of the 2008 Search Marketing Benchmark Guide from the MarketingSherpa store got me thinking about how you might benefit from interactions between search and email marketing.

Here's my list. Can you add any more?

use insight from paid search campaigns (Adwords etc.) to understand what attracts attention, clicks and conversions. Transfer the knowledge to the subject lines, headlines and calls to action used in your emails (and vice versa.)
make sure landing pages from your paid search campaigns give people the opportunity to sign up for your email list. You pay for the search click once, then get to market to the same prospect via email at low cost.
put back issues of your newsletters (or content developed for your emails) on the website. This has various SEO benefits. It attracts links. It adds depth and authority to your website. It gives you a better chance of appearing in the search results for more keywords and phrases.
adapt the search marketing world's vast understanding of landing pages to improve those of your email campaigns.
use email to spread the word on website content and features that might attract links and social bookmarking attention.
search marketers invest time and energy on understanding the long-term value of clickthroughs, so they know how much they can invest in search marketing campaigns. I'm sure the lessons learnt can be applied to measuring the costs, benefits and ROI of email campaigns.

Permalink | September 13, 2007 | 0 comment(s)
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