AdWords for Better Email Marketing | A Basic Start

use adwords for better email marketing

According to MailChimp, the average email open rate across industries is below 25 percent, with a click rate of 2 to 3 percent. Essentially, this is saying that for every 100 emails you send, only two or three people are going to take any action whatsoever. With all of the time marketers spend crafting enticing emails and campaigns, it’s critical to know whether there’s any impact at all! Of course, working in this industry today means making blood sacrifices to overlord Google… or just using analytics. Today we’ll explore the basics of how to use AdWords for better email marketing success in 2018 and beyond!

So now you may be thinking — “we just finished planning our yearly email marketing strategies, now you’re telling me there’s something we missed?!”

Luckily, integrating Google’s AdWords into your existing strategies is more than possible by leverage the existing data you have on your subscribers. Still, there are some best practices when you choose to use AdWords for better email marketing:

Using AdWords for Better Email Marketing

1. Get Comfy with AdWord’s Customer Match

It can get overlooked at times, although Customer Match is one of the best ways to target or exclude current customers on Display, Google Search, or YouTube. All you need to do is upload your customer email list to AdWords and adjust your parameters accordingly. Using the latest version of Adwords’ dashboard, the basic steps are as follows:

adwords for better email marketing

2. Segmenting an Email List

So after you’ve taken the steps to familiarize yourself with Customer Match, it’s important to segment your email list. This will allow much better targeting in terms of your sales leads found on Adwords. Some of the most common audiences to target include:

• New email subscribers who haven’t yet become customers

• Subscribers who haven’t opened an email recently (many, many people)

• Current subscribers who might appreciate upgraded products or services

It’s understood that each of these different segments of your audience has a different relationship to your business. As such, they will need to be messaged differently. Using Customer Match is one way to use AdWords for better email marketing, especially when repurposing existing lists as new segments of subscribers.

3. Evolving your AdWords Strategy for Each Segment

So once you’ve got the proper segments in place, you’ll need to consider developing unique Adwords strategies for each segment. Ultimately, your goal is probably something along the lines of converting new and engaged email subscribers. If you have a new lead added to your system, consider jumping right into educating them about your product to quickly tell them what they want to know. The main struggle is converting unengaged email subscribers — they don’t respond to your messages so why would you want to bombard them with more?

When you segment your audiences and use Adwords for better email marketing, consider this approach:

Although there’s no perfect way to go this, using Adwords for better email marketing is one way you can quantify your efforts and ensure you’re getting the best results possible!

What are your thoughts on email marketing and Google AdWords? Let us know in the comments below!

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