Content, conversion and the integration of search, social and email marketing

Marketers need to have teasing and effective content on their web sites and blogs to attract visitors and customers. They need persuasive content in their emails. And, after all, that’s what search engine marketing is about as well: getting visitors to your website or to a specific landing page by offering consistent and relevant content. Blog marketing, search engine optimization, social media marketing, content marketing, they all have one thing in common: they aim to attract, be found and persuade. But is it any different than in email marketing and what skills do we need?

We all know that content is crucial in SEO and that the words in a search engine ad are key to conversion. We also know that content is essential in the post-click process, email marketing and in social media.

Valuable and relevant content is what makes people click a link, take action, download something, further discover your site or blog and share information with others over social networks. The content that matters, however, is the content you need for your – prospective – customers and business goals.

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The link between the subject line and the email copy

Email The subject line of your email is the most important part of your emails. I guess we all know that by now. It’s what makes people open your emails (together with other elements such as what recipients see in the preview pane of their email client).

Earlier, I explained why it is important that you test your subject lines and even why you should do it in real-time.

What is sometimes forgotten is that there also has to be a clear link between the subject line and the email copy. Things should be consistent. Just like the messaging, content, style and many other aspects of the landing page should be consistent with the email.

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