I have a confession to make.
The odds of my instantly deleting one of the many marketing emails I receive each day are about as good as Tom Brady and the Patriots making the playoffs — meaning it’s pretty likely to happen.
Unfortunately for all you email marketers out there, I’m not alone. According to email marketing service MailChimp, the average email open rate across industries is below 25 percent, with a click rate of 2 to 3 percent. That means that, on average, you’d need to send 100 emails to get two or three people to take any action. All that time and energy spent crafting the perfect email marketing campaign will be wasted if you don’t create a complementary strategy to get more sales from your hard-earned email list.
The good news is that you can use Google AdWords as your complementary strategy by simply leveraging the existing data you have on your email subscribers. Let’s dive into the best ways to make that happen.
Customer Match in AdWords might be the greatest secret weapon for email marketers that Google has to offer. It allows you to target or exclude your existing customers on Google Search, Display and YouTube by simply uploading your customer email list to AdWords. Think of it as another way to nurture your sales leads besides sending them more emails.
The best thing about Customer Match is that it’s not that difficult to get up and running. Here’s what you need to do to get started:
Please note that these instructions are for the “new” version of the AdWords dashboard. If you’re interested in Customer Match but are still using the “old” version of the AdWords dashboard, see here for more instructions.
Now that you have a better understanding of Customer Match, let’s take a look at how you might want to slice and dice your email list to more effectively target your sales leads on AdWords.
Take a look at the following email audience segments we use at AdHawk (my company) for a moment:
Each of these email audience segments has an entirely different relationship with our business and needs to be messaged to differently. If you have a similar breakdown of your marketing emails, you can repurpose your email list segmentation for your AdWords campaigns via Customer Match. This will allow you to tailor the messaging of your ads for each segment, and as a result, help to nudge your sales leads farther down your funnel.
Once you have your email audience segments in place, it’s time to develop a unique AdWords strategy for each segment.
I’m going to use the three email audience segments noted above as examples. Your approach might be different, and that’s okay. Just make sure you’re not using general ads for every email audience segment you have on your list.
When a new lead signs up to learn more about AdHawk, our team goes into “educate” mode. The goal is to get them to see the value of our product and services as quickly as possible so we can move them down the funnel.
Our “Welcome” email flow takes the first steps in educating our leads, and it performs pretty well compared to the industry average. But our secret weapon emerges when we take a list of our “new” sales leads and turn it into a Customer Match campaign in AdWords.
Here’s what a typical flow for this segment looks at AdHawk:
By using a Customer Match segment for all new and engaged AdHawk sales leads, we’re able to bid up on more generic keywords that would be too risky to bid up on for a general search campaign. We’re also able to create Gmail Ads with a similar look and feel to our “Welcome” emails series that prompt a strong customer recall.
Converting unengaged email subscribers can be a huge pain in the butt. They’ve stopped engaging with your emails, so the worst thing you could do is continue to bash them over the head with more emails.
Here’s the flow we use to re-engage leads that have left us hanging:
This group is the least likely to convert, so any new business scraped up is a huge win! It’s important to educate these stale leads on what we do and remind them why they signed up in the first place.
Most marketers are so intent on attracting new business that they often forget that there is a wealth of opportunity under their noses. Don’t sleep on marketing to those that have bought something from you in the past! We use our existing customer segment to promote new features or products we feel they will be a good fit for.
Here’s the flow we use to target existing customers:
We’ve structured our flow this way because our product runs on a subscription basis. If you’re selling physical goods that can be repurchased often, break down your segment by the products your customers have shown the most interest in. That way, you can tailor your ads to the specific products you believe would resonate most with them.
Are you leveraging AdWords as part of your email marketing strategy? If you are, I’d love to learn more about what strategies you have used that have been successful.
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