Use your site's search function to help target messaging.
If someone logs on and searches for a specific product, on your web site, you're missing out if you don't use that information to target your email messaging. Don't to be too obvious, but if a person searches for a pair of shoes, you can send your regular e-mail message and end it with a message about your shoe offers. Remember this is not rocket science – find a need and fill it – be targeted and customer centric in your approach.
Use e-mail to nurture paid search prospects.
If you click on most paid search ads, you'll find plenty of product information, but what you may not find is an opt-in option. The average paid search conversion rate is 2% to 4%. Many companies are now using the paid search as a way to increase their prospect email lists. If you're advertising on Google AdWords, the value of e-mail becomes - What do we do with the other 96 or 98 people? It doesn't take away from the main conversion goal, but an e-mail opt-in can become a very strong secondary call to action. If the person who clicked on your add opts in, your ROI goes up when—weeks or several months out—a few more of those people convert to customers. Food fort hought.
Thanks for helping out to drive conversions. The advise on testing was worth a 14% lift.
Posted by: Skip O'Neill | February 13, 2009 at 11:09 AM