How does email marketing compare to search marketing?

Email marketing and search marketing are both critical components of a multi-tiered online marketing strategy. Email marketing can help you develop ongoing interactive communications with customers and prospects. By correctly utilizing opt-in email campaigns you can educate customers and prospects about the unique value that your organization provides. Furthermore, you can use targeted email communication to increase the long-term value of the products and or services that your organization delivers.

Search marketing, such as search engine optimization and paid search, can be an important tool to drive prospects to your website for either product education or online sales. By optimizing your website for high rankings in search engine results you can dramatically increase traffic to your website. When website optimization alone is not enough to increase your search ranking, paid search can also drive traffic to your website. No matter how prospects ultimately find your website, once they are there you want to make sure that you quickly engage your prospects and take advantage of the opportunity to enroll them in future email marketing campaigns where you can then reinforce the value of your products and services.

Your best opportunity for marketing ROI is when you successful combine search marketing to drive product awareness with interactive email marketing to generate high quality and well educated prospects and customers.