How to integrate email marketing with search the right way? Often, marketers focus too much on sales that they overlook visitor’s intention at the first place.

They may tend to forget about the other marketing channels that could possibly work with others to not only build assets but also smoothen the sales process.

Chris Marriott gives 3 specific steps to email marketing with search. Best of all, these steps allow marketers to achieve three areas in email marketing at the same time. First what are the three areas?

1. Growing the list of opt-in email addresses
2. Increasing the number and quality of online leads
3. Providing a higher value online experience for prospects

Given the fact that people search for information online, we should cater search and email marketing to provide the value first to the visitors:

1. Use paid search to attract the notice of people actively looking for information on or related to your product category.
2. Drive responders to a landing page that begins to capture profile information in return for something of immediate value to them.
3. Focus your landing page on the acquisition of new opt-in email subscribers.

Email is a good relationship building tool. It is also perfect for information sharing channel. But, as Chris said, it is a very poor tool for getting someone’s attention for the first time especially in the world of CAN-SPAM.

The best way to introduce emails is during the purchase cycle, after we get the prospect’s attention. Search could effectively do the first part while email follow up with the rest.

[iMedia Connection]