Integrating Email with Search Works
An excellent article by BtoB’s Karen J. Bannan, see the highlights below:
“Integration is one of … the most effective strategies,” said George DiGuido, VP-email marketing at digital marketing services agency Zeta Interactive. “While the two channels are talked about extensively as silos, we rarely hear clients talk about the two as integrated channels.”
Those marketers looking to more intimately link search and email marketing can get started with the following four tips, DiGuido said.
- Customize search landing pages.
- Include search keywords in your email subject lines.
- Develop content based on your most popular terms and phrases.
- Analyze email archive searches to cull new search terms for paid search campaigns.