5 best way to integrate search engine and Email Marketing

15 June 2021Reading time: 4 min.

Email Marketing and Search Engine Marketing are two different ways of marketing. Both are commonly used for driving traffic towards your website. In Email Marketing you invite each prospect with an email wherein SEO/PPC the prospects come naturally to you. The very thing which matters most in both cases is the content.

Your content needs to be so appealing , that the traffic would consider your website a worth visiting for. Once your content starts losing a good gist in it , the email subscribers will lose interest and search engines will also stop ranking you in a good visible position. A good SEO gets you traffic and some of them ultimately will be converted into prospects. While email marketing strategy is kind of inbound marketing strategy for the companies.

As the medium and art of generating leads in both cases are completely different, it is difficult to integrate both platforms for a single purpose. Undoubtedly, the integration will make a good lead generation for you but it should be done minutely. Let’s discuss five best ways the both strategies can be combined.

The inclusion and Exclusion techniques 

You can use historical data from your email marketing campaign to create custom lists in Facebook Ads, Google Ads, Bing, and other channels. The historical data obtained from your Email marketing campaign could help you in making a custom list for your ad promotion purpose. The process includes two techniques as below.

  • Exclusion of incurious 
  • Inclusion of sleepings 

Exclusion of incurious

In exclusion, you can exclude the people from showing the promotional ads who are not interested in your ads. Suppose you have a list of the people with whom you have started your Email Marketing campaign from the last six months. There are some who are seeming interested and some of them are not interested in you. Make a list of those people who are interested and run Ad considering their demographic, gender, ethnicity, and other parameters. This will save time on manual research and bring you a handsome amount of leads.

Inclusion of sleepings 

On the opposite side, you can include the customers who have enjoyed your services in the past. They are actively in the business with you but now they have stopped doing so. Now, study their responses and purchase patterns to make changes in your Ads as per their preferability. You can either ask them about their disinterest or changes they want in your content and offers. Then make some development in your Ads copy, headlines to attract those customers. It will retain or re-engage the customers who have stopped business with you.

Link Building and Traffic Engagement Through Email

Search engine traffic provides a good flow of leads over the time. But, making people come to your pages and filling the form on your pages is not so easy. Your Email Marketing campaign can help here. You can distribute content like infographics, and blogs posts in your emails to redirect traffic. This will grow your reach and authority of the pages. Once the traffic starts coming to your pages, you can place a form out there for lead generation.

The Subject Lines A/B test

Investing on search Ads or PPC cost you if you are not getting ample leads out of it. The theory behind inception of PPC and utilisation of PPC in today’s world is far too different.  The ad copies, headlines, offers need to be appealing and should be visible where it needed  to be shown. 

You must be doing A/B tests on various subject lines and ad copy for  your search ads promotion. The findings from those A/B tests, help to know about the most engaging ad copy or headlines.

You can collaborate those headlines and ad copies simultaneously for your Email campaign and in your search ads promotions. Now email the prospects who are engaged with the most perceived headlines and ad copy. Only CTR on your ad won’t help you until the prospect hires you. 

Now, you have the data, connect them through email to ask them their preferences.  Similarly you can run search ads using the most engaged subject lines, and email content vice versa.

How Email Marketing can help you optimiseing keywords for SEO

As you have been doing Email Marketing for a long time, you must have a good amount of historical data. 

The data could help you to know about the most earned click-through rates topics and offers you have circulated in your email content. Now, pick the data and keywords to utilise in your search engine optimization efforts. Those keywords will help in ranking high on SERP.

When both seen unitedly in a single platform Gmail ad

Gmail ads are now intensively being used by the companies. It has a great result on the campaign performance. The promoters use Gmail to run those ads because it has been a habit of most of us, checking gmail frequently. These ads are shown as ads in the promotion section of Gmail. It expands when it is clicked. It can be an infographic or an article  with a landing page lbsckink or form.

Using PPC to intensify email Click-Through Rate

Don’t be in a hurry for starting an email campaign. A general human behavioral  tendency says, people will follow that, what they have heard of several times before. You can run an ppc ad with the same content,headlines,and offers which will be going to be used in your next email campaign. Let the Ad be famous and attract attention for two to three days from people. Then launch your email campaign, because a look alike email content will grab the prospect’s attention more. Now, keep the ad for a few more days after completion of the email campaign to provide more success to your email campaign.

Conclusions 

Email marketing provides us access to a pile of historical data. The perceiving methods of every customer to an EMail is different. Some are incurious to even open it, or some will express their wants, or some will negotiate with you and so on. You can grade every choice into a niche and target accordingly. The niche marketing here will help in SEO for keyword stuffings,guest posting and link building and same for ad making as well.Hence merging Email marketing with Search Engine Marketing would be beneficial for your business.

This article was written by

Kiara McColl

Kiara McColl

Kiara McColl is a content manager at Clickmatix digital marketing agency, where she gets to do what she loves doing- writing and managing content with smart digital marketers in the company. She also has expertise in web marketing, search engine optimisation, social media, affiliate marketing.

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