Using PPC to Boost Your Email Marketing Campaign

You know about using pay per click (PPC) to reach customers. They are ads that show up on search engine results pages. You may even have heard about using PPC to boost your search engine optimization campaign (SEO). What you may not know about is using PPC to boost your email marketing campaign. Let’s take a closer look.

Just Ask

It’s sometimes difficult to get enough emails to compile a mailing list. It’s even more challenging to gather email address relevant to your business. Sure you could buy an email list with a million addresses,  but how many of those are active? Even if they all are active, most won’t have an interest in your product. You could also wind up on a spammer’s list if you send out bulk emails to customers who did not contact you. With PPC, you can gather email addresses from people who were on a search engine looking for a product or service you provide. There can’t be a better source for a lead than that. If someone clicks your PPC ad to go to your website, there are several ways to get their email address.

Get their email if they convert

You should be already getting a customer’s email as part of your checkout process. If you aren’t, this is the perfect time to start. It’s a non-obtrusive way to get their email and build your list. Most customers expect to have to enter in their email at checkout, so it shouldn’t be a deterrent.  This list lets you inform customers about sales, events, and when a replacement becomes available for their product.

Set Up a Page to Get a Customer’s Email

If your PPC campaign’s primary goal is to build your email list, then set up a page asking for email known as a “squeeze” page. Don’t ask for too much, an email, phone number and address should be all you ask for from a customer. In return, offer them something such as a free digital download, a coupon, or a whitepaper download.  Just asking for their email without an incentive is terrible for brand loyalty.

Add a Second Request for an Email

If a visitor arrives at a squeeze page and declines to give their email address, make sure there is another place on your website, also, to check out where they can provide their email. Use the prospect of receiving coupons and discounts in the emails to convince them to sign up for your mailing list. Don’t be too aggressive with the placement of the request. It shouldn’t dwarf products on your site or distract from any point you are trying to make.

Are Your Email Calls to Action Strong Enough?

You can use a PPC ad to determine if you are using the right call to action for your email list signup. If you are using weak language, there is a good chance you are not going to get customers to sign up for your mailing list. Using PPC lets, you test out multiple calls to action on your squeeze page to see which works best.  This method is an excellent way to build your list both through PPC and from your website.

Mosier Data Understands PPC

We know what it takes to construct a good PPC ad to drive traffic to your website. Regardless if it is to increase conversions directly, or build an email list. We can help you achieve your PPC goals. Call or fill out our online contact form. One of our staff will be in touch to speak to you about PPC. Don’t go with lesser PPC ads, contact us today!

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About the Author

Though his chief ambition is to one day control the entire Internet, Jim busies himself in the meantime running our little web development and marketing agency. He's a certified super nerd who ranks coding in old, outdated languages and watching Star Trek reruns just a bit too high on his list of fun things to do. Outside of work, Jim enjoys Hockey (Tampa Bay Lighning, to be specific), more genres of music than most people realize exist, riding his Harley (he calls it "two wheel therapy") and exploring the world through travel.