Take a look at the most successful online marketing campaigns today and you’ll quickly see integration across email, search and social media. While many people still view each online marketing channel in a silo, allowing users to engage with content across multiple channels can open up an entire ecosystem for conversions can make each individual email a living, breathing marketing vehicle to deliver results.
Reaching and converting target prospects requires understanding the broader buying cycle. By learning how users find, engage and convert into customers you can define a search strategy. Integrating search as a means to leverage your full digital assets can help drive more subscribers, increase the potential reach of your email content and can define a more effective content strategy over the long run.
A proper search strategy for your email campaign begins with keyword research. Understanding how users search for your products can help you shape your content accordingly. You may find out the high converting search terms relate to certain offers, products or user needs – this can help you inform a content strategy for your site and emails alike.
Build: Optimize your Primary Site for SEO to increase subscribers
Designing your primary website with clean HTML code, search friendly copy and a quality user experience can help increase overall traffic to your site. As a result, you can increase awareness and visibility for your brand, resulting in more potential subscribers for your email lists. Smart marketers can even customize the landing pages from search based upon the search query of the user. Tailoring the user experience and continuously optimizing your site for search can further drive conversions.
Attract: Create an HTML version of your email sends stored on your site for indexing
You invest time and resources in creating emails, so it only makes sense to have them live on your site beyond the initial send. Coding your emails in HTML and placing them on your site can result in ongoing traffic to the pages. Additionally, you can customize the content in a way that goes beyond the limitations of the emails directly.
Convert: Learn from search analytics and user queries to meet user expectations
With in-depth analytics on search term performance, you can identify content areas for additional pages to focus your efforts. Understanding which search terms lead to new subscribers and conversions can help inform your broader content strategy.
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