Paid Search Success Needs Great E-mail Marketing

Virtually everyone has an e-mail box full of spam. Sadly, most of it comes from previous paid search clicks.

Most people spend a lot of time and money developing keyword lists, elegant ad creatives, and landing pages, but fail to continue the process with the lists of potential clients they've paid for. On the other hand, really successful online marketers have a holistic approach to their message and continue addressing their potential clients in a way to garner their attention and get high open rates and ongoing conversions.

There is an obvious preference for converting quickly, but long-term success needs long-term attention.

Include E-mails in Your PPC Strategy

The best method is to have a plan when you start your PPC strategy that includes future e-mails. To do this you need to be aware of the elements:

  • You have your keywords and the ads that were clicked on to bring the visitors to your site. Create different ads with unique message types. This way, you can separate them out in your e-mail lists and continue to appeal to their original interest in coming to your site in the first place. Why revert to a shotgun approach for your e-mail when you've already gone to all the work on the PPC side.
  • Good PPC should include testing different landing pages. This is another factor you should incorporate into the e-mail process. If you have different messaging, use that consistently when writing your e-mails. If you test different designs and headlines, then remember them when sending your e-mails.

Develop an E-mail Cycle

You should always develop an e-mail cycle for each marketing effort and the goals you're looking to achieve. The best ones are done with a flow chart where inter-reactions determine the next level of message you send. Thus, each action must have an equal but separate reaction.

When a person comes to your site and gives you an e-mail, you capture the keyword, ad, and landing page data. This can be done with cookies and a hidden field in the capture form that you pass the information. From there, make separate lists and start your thoughtful e-mail marketing and -- surprise, surprise -- you'll start to see significant improvement in your conversions.

Learn From Your Own Behavior

What prompts you to sign up for things and continue to open the site's e-mails? Many times it will be directly related to your interests, either work or personal, and your continued interaction -- read: ongoing opening of e-mails here -- so keep that in mind.

The name used as the sender should establish the connection, and the subject line should be clear and be a general recognizable nod between friends that you have new information worth checking out.

Finally, remember to follow through, always creating more specific lists from each new interaction.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.