Community Management, Convince and Convert, Digital Marketing, Email, Conferences and Events, Email Marketing Advice, Search Marketing Advice

Cross-Pollinate Search and Email

Email marketing and search marketing have often been looked at as being at opposite ends of the digital marketing spectrum. Email used as a loyalty and retention tool, with search used as an acquisition tactic.

But that thinking prevents the results from those marketing efforts informing and improving one another, and the opportunities in that regard are significant.

The Funnel is Dead

The key to using search and email together is to mentally eliminate the idea of a classic conversion funnel with prospects at the top, and customers at the bottom. Instead, recognize that search and email (plus social media and many other components) all compromise different elements of the conversation between your brand and its customers.

Effective Search and Effective Email Look A Lot Alike

Winning email marketing and impactful search marketing share 3 primary characteristics:

  1. Timeliness
  2. Linguistics
  3. Relevancy

Timeliness

To leverage timeliness across both search and email, measure when you receive most of your clicks and conversions from SEO and PPC. Test sending your emails during those times.

Here at Convince & Convert, most of the first-time visitors to the site come between 7am and noon. Yet, I send my emails announcing new blog posts in the afternoon. I need to fix that.

Linguistics

Customers respond to particular words at a disproportionate rate. (For a social media spin on that, see Dan Zarrella’s interesting study on which words get the most retweets).

Recognizing that certain words or phrases are more successful at getting you clicks and conversions, why aren’t you using that information in a cross-tactic fashion? Examine your visits by keyword report. Look at your internal search report. Are there phrases that could be incorporated into the subject line or body copy of your email campaign? I’ll bet there are. Why are you writing your emails blind, without the benefit of that data?

Relevancy

Why are email and search separate departments? They both rely on the right message at the right time. Why not test email offers in PPC, and test PPC offers via email? When I worked at Mighty Interactive, we created a 16-way email test, and used the results to create a smashing PPC program (and then used the PPC results to make effective banner ads).

You have so much data at your disposal. Are you using it to your advantage?

These ideas and the slides below are from my participation on a panel at the Email Evolution Conference.

  • http://blog.glynndevins.com/ Blake Hodges

    Great post, Jason! I love your idea about synchronizing email with the time of day for the greatest site traffic and using keyword data to determine subject lines.

    Blake Hodges’s last blog post..Seniors Using Internet More Than Ever

  • http://blog.glynndevins.com Blake Hodges

    Great post, Jason! I love your idea about synchronizing email with the time of day for the greatest site traffic and using keyword data to determine subject lines.

    Blake Hodges’s last blog post..Seniors Using Internet More Than Ever

  • http://www.silverpop.com Loren McDonald

    Great post as always Jason. Other things to consider is to use email opt-in form/offers to target people for your secondary offer. For PPC, average conversion rate is 2%. Use email opt-in to convert some percentage of the 98% – put them into lifecycle email program, convert them over time. You’ve then greatly increased the ROI of your PPC spend.

    Secondly, particularly for B2B companies, use and optimize your email newsletter articles posted on your site for SEO traffic. Content rules.

    Keep up the great content, Jason.

    Loren

  • http://twitter.com/bduverneuil/status/1199765168 Benoit Duverneuil

    Reading: Cross-Pollinate Search and Email http://ow.ly/ep1

  • http://twitter.com/daddymacwi/status/1200339683 Aaron McAndrews

    Cross-Pollinate Search and Email http://bit.ly/H8FwP

  • http://alex.quovabiz.com/ Alex Volocaru

    Jason, an excellent article on this topic.

    Jason, in your opinion, we can use RSS and email in a similar loyalty sistem?

    Cheers,
    Alex

  • http://alex.quovabiz.com Alex Volocaru

    Jason, an excellent article on this topic.

    Jason, in your opinion, we can use RSS and email in a similar loyalty sistem?

    Cheers,
    Alex

  • http://twitter.com/markatemr/status/1205996593 Mark Brownlow

    Idea from @jaybaer Test sending email at the times when you get most clicks/conversions from SEO/PPC. http://idek.net/2kA

  • http://twitter.com/butterflyx/status/1206017993 Jean-Christoph von Oertzen

    RT @MarkatEMR: Idea from @jaybaer Test sending email at the times when you get most clicks/conversions from SEO/PPC. http://idek.net/2kA

  • Lisa Diaz

    Jason, Great posting! So good to read commentary that looks at results from campaigns and thinks about them organically and creatively rather than with buzzword compliance looming over one’s shoulder. Our visitors tell us so much about what they want if we open our minds and look.

    Lisa Diaz’s last blog post..New Construction Starts in December Retreat 5%; Annual Total for 2008 Slides 15% to $543 Billion

  • http://under@construction.com Lisa Diaz

    Jason, Great posting! So good to read commentary that looks at results from campaigns and thinks about them organically and creatively rather than with buzzword compliance looming over one’s shoulder. Our visitors tell us so much about what they want if we open our minds and look.

    Lisa Diaz’s last blog post..New Construction Starts in December Retreat 5%; Annual Total for 2008 Slides 15% to $543 Billion

  • http://twitter.com/robowen/status/1215945384 Rob Long

    Great post from @jaybaer, ‘Cross-Pollinate Search and Email’ http://bit.ly/8m88S

  • http://twitter.com/stephaniesam/status/1216856902 Stephanie Miller

    RT @jaybaer, ‘Cross-Pollinate Search and Email’ http://bit.ly/8m88S

  • http://twitter.com/fredwahlqvist/status/1216987166 Fredrik Wahlqvist

    @jaybaer Cross-Pollinate Search and Email
    http://tinyurl.com/d6ypxv

  • http://twitter.com/denisecox/status/ denise cox

    email + search: @jaybaer on “cross pollinating” http://bit.ly/8m88S – me on “optimising newsletters for search” http://bit.ly/CiRjY

  • http://www.silverpop.com/ Loren McDonald

    Great post as always Jason. Other things to consider is to use email opt-in form/offers to target people for your secondary offer. For PPC, average conversion rate is 2%. Use email opt-in to convert some percentage of the 98% – put them into lifecycle email program, convert them over time. You've then greatly increased the ROI of your PPC spend.

    Secondly, particularly for B2B companies, use and optimize your email newsletter articles posted on your site for SEO traffic. Content rules.

    Keep up the great content, Jason.

    Loren

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/