Email Marketing News
Search, email marketing 'should be combined'
Friday, 10 October 2008Businesses would do well to combine their search and email marketing campaigns as the two channels are the most used by consumers.
This is according to Abe Mezrich of Didit, who wrote on the Yahoo! Search Marketing blog that email marketing campaigns can be improved by using the best-performing keywords and landing pages from paid search advertising operations.
Conversely, marketers can also improve their search campaigns by drawing on their email strategies - it can be beneficial to consider the email copy that customers respond to best and harness this for search purposes, he explained.
Finally, signing up customers who have found a website via search to an email marketing list can save money that can be spent on obtaining more new customers, Mr Mezzrich noted.
"Use sponsored search to acquire new customers. Then once you have those customers in your database, help them bypass the search engines by putting them on your email lists," he commented.
According to the Internet Advertising Bureau, UK spending on paid search grew by 28 per cent in the first half of 2008 to reach £981 million.