Get more from your email marketing campaign with PPC

 

Pay-per-click(PPC) & email marketing are both powerful tools to promote your business.However, many companies use them in isolation. By combining your email marketing with targeted PPC activity, you maximise the efficiency of your campaigns, leading to more conversions.

Why size matters when it comes to email mailing lists

 

The success of an email marketing campaign depends on many factors, including the quality of the written content, visual appeal and the relevance of the offer to the target market. However, one factor that will always be important is the number of people on your mailing list. Statistics from auto-mailing platform MailChimp indicates that email marketing campaigns by small businesses (1-10 employees) average an open rate of 21.53%. As would be expected, click through rates are even lower at 2.84%. The low conversion rates for email marketing mean that you need to be targeting a lot of email addresses in order to see significant results.

 


Growing your mailing lists with PPC

 

In order to grow your mailing lists, you need to identify consumers interested in your products or services and be discoverable by them so that you can collect their email address. PPC is an effective tool for achieving both these goals. With PPC you can target users searching for companies like yours on Google and Bing. By appearing at the top of search results for your identified keywords you’re placing your company website in front of users actively searching for similar products.

 

 

Landing pages are key

 

Directing users to your website with PPC is in many ways the easy part. The challenge comes in getting them to sign up for your newsletter or mailing list. An effective landing page with content targeted to the search terms you used in your PPC campaign is key. If users don’t see the relevance of the page, you risk losing them quickly. Your landing page needs a clear call to action, encouraging consumers to provide their email address.

 

Tips and tools for securing mailing list sign up

 

A global leader in email campaigns; Campaign Monitor , identifies 12 tools to help you capture more email addresses on your website . It’s a useful guide to how to hardcode opportunities in to your website design. However, as well as providing the mechanism for email sign up, you also need to give customers a good reason. Content marketing company Copyblogger identifies 13 incentives to get people to sign up to your email list , including offering free content like a toolkit, template, eBook, access to a webinar or live interviews with Q&A’s for subscribers.




Why your email marketing campaign needs to succeed the first time

 

A lot of time can go into creating an appealing email marketing campaign. Content needs to be well written, visuals strong and your offer in terms of a sale, exclusive news or loyalty rewards needs to be well researched and delivered. An unsuccessful campaign can be costly in terms of staff time invested in relation to the return. Revamping a campaign because it wasn’t successful first time is not only costly but you risk frustrating your customers with repeated emails.




Testing your email marketing campaign with Pay-Per-Click

 

A PPC campaign provides an opportunity for testing the effectiveness of your offer before running an email marketing campaign. Once you’ve identified your offer (e.g. a discounted product or free incentive like an eBook download) and the keywords you would use in your email headline, you can build a PPC ad campaign and landing page around these. By monitoring click-through rates on the PPC campaign and conversions in terms of sales or downloads, you can assess how appealing your offer and headline is before running them as an email marketing campaign. If your PPC campaign has limited success, it’s best to know this and refocus before investing the time in email marketing and wasting an opportunity to engage with your customers.

 

Avoiding email fatigue from your subscribers

Knowing how often to send to your email lists is a challenge faced by email marketers worldwide. Entrepreneur magazine reports that in 69% of cases, people unsubscribe from a mailing list due to receiving ‘too many emails’ . However, HubSpot estimates that this doesn’t capture the full picture. They describe an additional cost in subscribers becoming disengaged and auto filtering emails to spam – so even if you don’t notice a drop off in subscriptions, users may still be switching off from your emails.

Using remarketing to avoid subscriber fatigue

Marketers face a problem – they want to keep their brand at the forefront of their customers’ minds, but they also don’t want to bombard them with emails and risk losing their subscription. The solution could be using a PPC campaign in the form of remarketing. Remarketing works by placing your company in front of users when they browse the web, such as in a side panel on a third party website. Read more about remarketing .

Why remarketing works with email campaigns

Subscribers to your email marketing list already know your brand and products. A tailored remarketing campaign can keep them aware of your brand without filling up their inboxes. You can, therefore, email less frequently. When you do email, your brand will still be familiar but without any negative feelings over sending too many marketing emails.

QuayClick: Exeter PPC experts

We're a web design agency that works with companies across Exeter, Devon and the southwest to run successful PPC and email marketing campaigns. If you’d like help with any aspect of your digital marketing contact us to find out what QuayClick could do for you.