Can You Use PPC Advertising To Help Improve Your Email Marketing? Does It Work?

There are many different digital marketing strategies available for businesses to utilise today – some of which work exceptionally well together. But what about PPC advertising and email marketing? Can you use both to complement one another? Can PPC be leveraged to improve your email marketing efforts? Read on and let’s find out…

Can you use PPC to improve your email marketing?

The short answer is yes. In fact, there are a number of ways in which PPC can be used to bolster your email marketing (and vice versa). Here’s a closer look at how both methods can be combined:

1. Use PPC to grow your email list: you can use PPC to target potential customers who are actively searching for the products and services that you sell. When they interact with your ads and head to your website you can use a variety of methods to capture their email address:
2.     Using a lead magnet to pique their interest (e.g., offering a free eBook packed full of insider information).
3.     Upon them making a purchase and signing up for an account (you can offer various incentives such as “10% off your first order”, etc.).
4.     Including a secondary CTA for further nurturing (some consumers need longer to make a decision and you can try to capture these people in your mailing list with the appropriate messaging).
5. Testing CTAs: you can use PPC advertising to test different “Call to Action” variations. Rather than commit and send out bulk emails using untested CTAs, you can run them through some ads to see what response you get on your landing pages. The CTAs that get the highest click-through rates can then be implemented into your email marketing strategy.
6. Run identity-based ads: assuming that you have already segmented your email list into various categories, you can use that data to create specific groupings in your ads. This will save you time when starting a fresh PPC campaign.
7. Use remarketing: rather than bombard your prospects with too many emails, you can use PPC advertising to remarket to users who have previously engaged with your website. This approach is far less intrusive and can yield excellent results when executed well.
8. Test imagery: you can also use paid advertising to test various visuals and imagery through Facebook, Instagram, and Google Display Network ads. Those that resonate most with your audience and get a high interaction rate can be ramped up, while images that don’t perform so well can be thrown out entirely.

Conclusion: Mix up your digital marketing

As you can see, PPC and email marketing can complement one another wonderfully. This is the key to success in the modern marketplace: mixing up your marketing strategies and using a multitude of methods to increase your brand awareness.

Of course, if you don’t have the time to invest in these strategies, we highly recommend that you outsource your needs to an online marketing agency. That way you can reap the rewards without having to take too much time away from your other duties.