I wrote this post last week for Smartinsights and have received very positive feedback on the concept behind using search to personalise the email subscribers experience.
But before we begin, we also need to understand the difference between a pull and a push channel.
Websites and search are both pull channels, whilst email is a push channel.
The strength of search being a pull channel, is that people are on a mission – they have a purpose and are focused on completing that mission.
The strength of email as being a push channel is that it is able to push the valuable content and offers to the subscribers inbox.
What we ideally want to do here is harness the strengths of each of these channels to deliver a personalised and relevant subscriber experience. By doing this we are performing what I like to call Holistic Email Marketing.
We're all aware of being able to utilise implicit data such as click behaviour, browsing behaviour and transactional behaviour to personal the email subscribers experience - but there is also a 4th form of implicit data that we can leverage - that of search data.
Using this data, we can not only understand what products or services they're interested in, but we can speak to them where they're at within the buying cycle.
Read the full post to see how this can work for you