Marketers typically gravitate towards paid search as their de facto channel for acquisition because search inventory converts well and it’s supported by a robust platform of tools. Why does search convert so well? Because marketers are feeding it transactional queries, declaring intent to buy something. Even with the never-ending broad match transitions, it remains the most relevant ad inventory available to marketers.
Your next best option for re-engaging users that haven’t converted varies on how your offer assets are arranged, and how deeply you engage the user the first time around. Retargeting (Facebook, Google) offers expensive follow-up inventory to re-pitch users against responsive display ads layered throughout content of the internet. But if you collect emails, whether for newsletters, free trials, webinars, etc., you can use that as a more focused way to chase down these “might-be-in-market” users.
The mobile web browser, Facebook, Tiktok, Youtube–i.e. ad inventory after search–is a busy place these days. Modern video editing tools birthed an addictive short format that’s cheap to create. The mindset of the user here is to blow past your ad to keep feeding the content craving. Moral hazards aside, I’d rather my ads not compete with that if I can help it.
Queue the email distribution: Email newsletters are ads that drive awareness. But these ads are not like the others; they live in an email client. They briefly command singular focus and give you a chance to connect deeper (versus display advertising on socials, streaming) because the user is in a different mode of consumption.
The long tail of newsletter distribution sees engagement drop, just like all forms of advertising. When leveraged as a secondary touch point, just removed from an in-market declaration, open rate and in-body click engagements for email are high. Put differently: email is a very potent follow-up vehicle as compared to retargeting.
If you’re already doing paid search and collecting emails, adding an email marketing system (EMS) to your martech stack is easy and cost effective. Campaign Monitor by Marigold is a list-driven, self-service offering that you can connect to your CRM or in-house database. Once you import your subscriber list, your next steps involve designing the look and feel of your email outreach.
The platform has a variety of professional grade responsive templates you can work with to color the reception of your engagements. If you can navigate a Google display responsive ads template, you’ve got what it takes to design your first email. Unlike those display ads, however, this chain of conversation continues.
The Campaign Monitor by Marigold platform provides analytics on open rate; click-out rate by link, by timestamp, at an aggregate level, and even at the user level for every campaign. As your understanding of email execution improves you’ll incorporate tools Campaign Monitor offers like segmentation and personalization to further improve performance.
90% of paid search doesn’t convert. If what you sell is expensive, 99% of it isn’t converting. Maximize your second chances cost effectively by adopting an EMS. Start a free trial with Campaign Monitor.
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