Achieving email deliverability success requires more than just smart email marketing management, it also requires smart content management. All the techniques marketers use to get the right email in front of the right person at the right time (online conversion formula) are the same ones that get the right Web page in front of the right person at the right time.

Of course, we’re talking about data segmentation and content control. If you apply your email data and content creation techniques to your Web content management, you’ll improve your online conversions while at the same time improving your email deliverability rates.

Optimizing PPC Landing Pages

Let’s explore this relationship by focusing on pay-per-click landing pages. When marketers buy PPC ads they are driving traffic to their PPC landing pages. On these PPC landing pages marketers are often balancing two goals – driving conversions and generating leads through subscriber email opt-in.

By optimizing these goals of conversion and lead generation, marketers often spend a lot of time using their web analytics and data segmentation tools to target and optimize the PPC landing pages they serve. These customizations are often based on the keywords targeted. For example, PPC landing pages served for the keyword "car" will be different than landing pages for the keyword "boat". Or, these targeted customizations may be based on the offers or brands presented in the PPC text ad itself. In this way, the landing pages have a natural marketing flow from the search activities of the prospects.

Yet, often this targeting data which is used to make PPC landing pages much more effective isn’t carried over to the subsequent email marketing campaigns. So there is a disconnect in the flow of communication. And marketing disconnect such as this always leads to the same result - the subscriber hits the spam button, which is one of the leading causes of deliverability failure.

Optimizing Email Messages Based on PPC Landing Page Content

This disconnect can be resolved - or rather prevented - by carrying over targeted customizations and optimizations from PPC landing pages into the email marketing campaigns. In many marketing organizations, this continuous marketing flow of information is achieved by integrating the Web CMS with the email marketing solution. If the landing pages that are presented to subscribers are customized, then corresponding email campaigns sent to those customers will be customized the same way. This will improve email conversion rates because subscribers have a more unified experience targeted to them. This also improves email deliverability because subscribers will recognize and remember their interaction with the marketer, hence messages will be welcome.

Here’s a quick checklist of proven optimizations that you can implement via your PPC landing pages and your email marketing campaigns:

• Branding. We all know that different brands appeal to different people. If you develop multiple brands for your PPC landing pages then be sure to carry that branding over to your email marketing. Your subscribers will remember you and what originally triggered their interest in your PPC campaign.
  


• Offer Targeting. Do you know if certain offers perform better on certain search terms? Do you customize what offers are displayed? If so, you’ll likely find that email subscribers will convert more if you send them offers similar to the ones they originally used to find you.
  


• Preferences. Use all that preference data you’re capturing through Web site tracking to your advantage. Subscribers can often be segmented based on similar preferences, and this data can easily be attached to specific email addresses in most email service providers. If you know subscribers' preferences, you’ll be able to send them more relevant messages resulting in higher conversion rates while protecting your email deliverability.

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About the Author

Josh Aberant is the Privacy & Standards Director at DMi Partners in Philadelphia, PA. DMi is a performance-based interactive agency that leverages Lyris HQ in offering a fully integrated suite of online marketing services. At DMi, Josh is focused on helping customers implement marketing programs and understand their ROI.

Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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