Want a Strong Holiday Search Strategy? Start Planning Now
Keep Loyal With E-Mail
One way to become truly efficient in paid search is to leverage the customers who don’t need to search to find you. They already know who you are and where you “live” on the Web. A gentle reminder and a direct link to your Web site in the form of a well-crafted e-mail may be all you need to drive existing customers to return to your site, thereby bypassing search and staying clear of both yours and your competitors’ paid search ads.
That’s why a strong loyalty e-mail program can save search costs that would otherwise be directed toward re-engaging existing customers. You then can redirect that saved search spend to acquiring new customers through paid search.
Of course, an e-mail program that’s effective enough to break through the holiday clutter won’t happen overnight. E-mail is yet another component of your holiday search strategy that you should start thinking about in the summer.
Have more ideas or questions about your 2008 holiday search campaign? Contact me at email@example.com or post a comment on this site by clicking on the “Post a comment” icon below.
Abe Mezrich is manager, communications at Didit, a New York-based search marketing and online media firm. He can be reached at firstname.lastname@example.org.