Search Engine Marketing Tips: How to Target Your Marketing Message

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An essential element of integrating search engine marketing with strategic email marketing is creating greater relevance through segmentation. One way businesses are learning more about online marketing is through social media marketing training.

A recent study covering email marketing revealed some interesting information about why and how consumers interact with permission based email. The big takeaway – and one that is substantiated time and time again – is that subscribers want to receive relevant emails. In fact, 75 percent of respondents said that lack of relevance is the biggest reason they choose to opt out of email communications.

That means that if you regularly send identical content to every subscriber on your opt-in list, your ability to provide relevant content is very low. Your subscribers all have different wants, needs and preferences. If you take the time to create segmented offers, their response and engagement will increase.

Do not forget to test to take the guess work out of effective content. If you have a new subscriber, test offers and content to see which ones work the best and note the results. You will quickly learn who likes free shipping versus rebates, who wants content delivered via webcast versus whitepaper and so on.

Some examples of good segmentation and personalization include:

• Emails that promote product categories purchased or reviewed by your subscribers in the past

• Pictures and graphics that reflect the interests of your Subscribers

• Content that varies based on what has intrigued your subscribers in past efforts

• Using business rules to vary content – for instance, by age, title, geographic area, etc. Before you set your segmentation programs in stone, don’t forget to review your email analytics to validate whether your efforts are working or need refinement.

Look at total revenue, order size and average dollars made per email sent. Then test to see if you can refine the audience to eliminate non-responders and make this email even more effective.

If you are out to generate an increased number of leads and develop an increased online presence and exposure, you owe it to yourself and the financial future of your business to learn everything you can about integrating search engine marketing strategies.

Are you in search of new methods of attracting more leads to your website? Do you want to learn more social media marketing strategies on how to increase your business’s online visibility and sales?

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