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In Search of Email Marketing: Lead Generation Tactics

In Search of Email Marketing: Lead Generation Tactics

Posted 21/04/2009 by Gareth Cutter

Advertising spend forecasts don't really make for great reading at the moment: a global decline of 6.9% is predicted for 2009, with any recovery unlikely to happen before 2010. But the one channel fighting against the current is online advertising, expected to increase further in the US and Europe throughout the year.

An area of particular growth online is search marketing (targeting paid and unpaid links in search engines for designated key phrases), which combined with email marketing can generate more sales leads and help build mailing lists.

Because of the recession, more people are spending time at home surfing the Internet, either for leisure or for browsing competitive prices before making a purchase. By creating suitable landing pages for both paid and unpaid search engine links - with incentivised data capture fields placed in prominent positions - it will be possible to send email marketing campaigns over a sustained period of time.

As the economy begins to recover, more people will be in a position to spend, and if you've been marketing to them consistently, you'll be at the fore of their minds.

Emphasise the potential value a person might experience from receiving email notifications from you (would you like to treat them with special offers, rich-media content, advance notifications, hints and tips? etc) That way, you can capture the interest of both idle browsers and leads who are likely to buy sooner rather than later.

If you are targeting multiple key phrases, every landing page (and every data capture and email campaign) you create should be tailored accordingly. Tap into the interest that will have brought the browser to your site in the first place and present them with a real benefit of signing-up. The rewards will be there for both you, your customers and the economy.

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