Aside from deciding on which
search marketing tactic to employ -- paid, organic, or both --- there are other online marketing tactics at our disposal for driving qualified traffic to a Web site and to begin building a relationship with our target audience.
Of these,
email marketing is one of the most well-known and used. E-mail marketing, electronic customer relationship marketing (eCRM), database marketing -- whatever you want to call it -- plays a key role in most well-honed digital marketing programs.
Email marketing enables you to reach out to customers or prospects with targeted communications and perhaps inspire some sort of action or dialogue with your brand or company. It's the obvious follow-up to customer lead-generation activities, including customer database building, and the perfect way to begin building a one-to-one relationship with your consumer. By asking questions in your registration form to help build a customer profile, you can attach specific attributes or behaviors to groups of consumers or even individual consumers, then customize the messaging to each group or individual. And all other things being equal, the more customized and personalized the message, the more likely it is to be read, understood, and acted on.
This is precisely why you might get e-mail from your ISP touting its latest offer to you by name ("Hey Julie!"), with imagery that reflects your demographic (young professional) and copy that highlights your loyalty ("To reward you for your ongoing commitment to us..."). Based on the profile associated with my account, I fall into a specific customer segment and therefore get messaging carefully tailored to what they think will compel me to take action.
So why is a
search marketing expert writing so much about e-mail marketing? By using
email marketing in tandem with your search activities, you can more effectively reach out to and engage with your audience.
Just like with organic
search engine optimization (SEO) and paid
search engine marketing (SEM), certain synergies can be achieved by ensuring that search and e-mail activities are well timed and coordinated.
See the full story at:
http://www.clickz.com/3632597
