Specifically, a marketing strategy that tightly integrates e-mail and search marketing can offer marketers the ability to hone their creative, provide better insight for segmentation and present a more complete view of a customer?s lifetime value. Marketers should remember that search marketing is not a final goal; it is a means to drive an initial purchase and, ultimately, to create a loyal customer.

The search keyword leads consumers to an ad, which leads to a landing page, which leads to a purchase, which leads to a retention effort. Each piece of this path can aid another. Understanding which words drive search sales will help a marketer craft retention messages and subject lines that speak more directly to customers, while successful subject lines should be integrated into search copy.

Search is true intent-based marketing, and the insights gleaned from search campaigns should be copiously applied to your retention efforts.

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