How to integrate search engine & email marketing

Digital Marketing

How to Integrate Search Engine and Email Marketing?

Integrating two different marketing techniques can be challenging for even the most experienced marketer. Even if the pair you’re trying to collaborate with have the same function ultimately, the methods and technologies used will vary immensely. This is true in the case of Search Engine Marketing (SEM) and Email Marketing. SEM is an excellent tool for organic traffic, while email marketing is perfect for lead generation. If you manage to align them well, you’ll produce some great results for your marketing efforts. So, how to integrate search engines and email marketing? Our digital marketing team from Perth explain.

What Is Search Engine Marketing?

As the name suggests, search engine marketing (SEM) is a digital marketing strategy that aims to increase the visibility of a website in the SERPs. Search engine optimisation (SEO) and paid search advertising are the two pillars of search engine marketing.

What Is Email Marketing?

In simple terms, email marketing is a marketing technique in which emails are used to promote a brand. It’s a powerful channel for lead generation, improving brand recognition and customer engagement. Automated and riggered emails are among the most effective email marketing tools.

How To Integrate Search Engine and Email Marketing?

The methods of lead generation for search engine and email marketing are vastly different, and it can be quite challenging to integrate them. Here are some efficient ways to combine search engine marketing and email marketing for amplified results.

1. Link Building Via Email

Email works best as the lead generation channel. While search engine traffic can lead to a steady flow of leads, email marketing is the medium with the most marketing reach for many companies. So, how can you combine the two? You can send out lead generation-based offers via email. Another efficient way to integrate SEM and email marketing is by distributing link building content through email. You can improve the reach of your content, through options such as infographics and blog posts, using email. You can also add sharing links with your content. Try adding a message in the email to encourage the receivers to forward the email to others.

2. Test Email Subject Lines Using PPC

Test-Email-Subject-Lines-Using-PPC-using-micro-conversions-Computing Australia Group

Subject lines are integral to an email marketing strategy. So, how do you decide on which subject line will work the best with your target demographic? You can try the trial-and-error method or use PPC to test the subject lines. Note down five potential subject lines and run a PPC ad for each of them. Once you have enough data, use the subject line that had the highest CTR. It can work the other way round too. If your PPC budget is limited, you can use email marketing to test subject lines. With the analytic results, use the taglines with the best response for your paid ads.

3. Test Offers Using PPC

You can use pay-per-click advertising to test your offer conversions instead of sending out emails to potential leads. By analysing the search engine traffic, hit rates on your blogs and landing page statistics, you’ll get a clear idea of how well an offer performs. Using this data, you can adjust and improve the proposal before sending it out to your list.

4. Boost CTR Using PPC

When you’re planning for an email marketing campaign, make use of PPC to boost the reach. You can start the PPC campaign a couple of days before the email campaign begins for additional support and awareness. This is an efficient way to improve the click-through rates of your emails using paid advertising.

5. Optimise Landing Pages

Landing pages are crucial to your digital marketing success. Make sure you optimise your landing pages to make them more visible on the search engine using unique page titles, keyword optimised content and a well-built URL structure. Send them out in marketing emails for maximum lead generation.

6. Optimise For Top-Performing Topics

If your brand has had successful email marketing campaigns, you’ll have data on your lead generation efforts. From this data, you’ll be able to see which topics and offers have the best click-through rates. Adapt your search engine marketing to this information. Note down the best performing keywords from your email campaigns and create SEO strategies accordingly.

With the data you get from email marketing and the perks of PPC advertising, you can improve your digital marketing efforts. For more tips and help on integrating Search Engine Marketing and Email Marketing contact us or email us at sales@computingaustralia.group.

Jargon Buster

SERPs: Search engine result pages (SERPs) are pages that a search engine returns when a user submits a search query.
CTR: The click-through rate (CTR) is the ratio of users who click on your link to the number of users who viewed it in search results.
PPC: Pay-per-click is a model of marketing in which advertisers pay each time their ad is clicked.