The Email Wars

Morgan Stewart and Matt from Agent Silver Fox:

Search drives incremental email programs. Many search campaigns drive new leads and registrants.
Lining up the destinations on the site with the search ads (custom ad landing pages) has a higher lead capture and conversion metric.

How can we use a search budget to drive goals and revenue? The challenge is if core keywords are not converting, then you have some issues. Long tail keywords need to be tested as well. They don’t belive that brand keywords are a marketing tactic, rather a desired result of other marketing tactics. These are a result of other advertising efforts and other mediums.

Email campaigns actually caused a lift in search traffic during and following email drops to in-house lists and partner lists. 3% of people will search by brand keywords after an in-house email campaign. 20% CTR… partner or sponsored lists are strong but not as good. Email impacts immediate traffic from search, which makes brand keyword ownership of PFC programs very important.

Important to work on your SEO/SEM around the times of email campaign drops. Maybe look at the increase in PFC spend during a campaign window.

Case of a customer with a 1 million person partner email drop resulted in 5000 additional brand searches when compared to other times.