Are your search marketing and your email marketing programs working together as one synergistic campaign strategy? Let's say you're running both organic and paid search campaigns, while for email marketing you're designing messages with links to landing pages relevant to your campaigns (hopefully). There are a few minor tweaks that you can make to help these two programs work better together.

1) Link to your newsletter. Maybe you already have a link on your search marketing landing pages directing people to read your newsletter on your Web site. If you don’t, add it.

2) Add tags to important pages on your Web site. Most marketers place the same content (i.e. newsletters) on their Web site because they don’t have time to modify the email content for the Web. You should think about adding tags to these important pages and optimizing the content, so that they can be picked up by search engines.

3) Link to your email subscription page. Do you push searchers to your email subscription page? If they're searching for your company or products, it stands to reason they may want to sign up for your newsletter so they can stay up-to-date with your news and events.

4) Send searchers directly to your newsletter. Something else you can try is to send searchers who have clicked through on your paid search terms to your newsletter. For instance, if you're running a special on the hottest new toy this holiday season, push searchers looking for that toy to the newsletter that features it. You may be able to increase your per-click revenue as well as drive revenue from the Web version of the newsletter, but you won’t know until you try.

These are just a few ideas that can be implemented using the tools you already have (also available in Lyris HQ), and depending on your business and your goals, they may even help increase your ROI.

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About the Author

Valerie Jones-Harvey is a senior technical program manager for Lyris, and she has previously worked in product management, recruiting and sales. Valerie also enjoys playing with her new electronic gadgets and video games in her spare time.

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