Ultimate Conversions: Targeted Email Marketing From The Outside In

Targeted Email Marketing (TEM) is NOT typically part of the services offered by a website SEO company. That’s because it’s not actually SEO — there is nothing about TEM that will get your website ranked any higher for anything anywhere.

What TEM is, however, is a way of improving the effectiveness of any SEO you’ve already done. That’s because of a simple calculation:

Traffic * Conversion Rate = Sales

What that means is that if you have 200 visitors, and you convert 3% of them, you’ve just made 6 sales. You can improve your number of sales by getting more traffic, or you can do it by improving your conversion rate. SEO is designed to get you more traffic — but at some point, you’ll make more money by improving your conversion rate than you will by adding another 4 or 5 visitors per day.

So, Targeted Email Marketing. Have you ever seen a website that offers you something for free, but asks you to put in your name and Email address in order to get it? That’s TEM in action. If you’ve ever done this, you know that the next step is to receive an Email that says “hey, is it cool that you continue to receive Email from this website?”, and you have to say “yes” in order to get the free thing.

What you’ve just done is confirm via Email that any further Emails the webmaster of that site sends you aren’t spam and you accept his right to send them to you. From his perspective, he now has a ‘hook’ in you. He can send you an Email whenever he has a new sale, a new product, or even just because he wants to impress you with how knowledgeable and competent he is in his field.

As you can imagine, it’s a killer way to turn visitors into buyers, because you can remind them of your product and your offer every week…forever! You can keep trying different angles until you find one that sticks. Every time you throw an Email out to your TEM list, you get a bunch of them back on your website for another chance at that 3% conversion rate.

That’s the kind of tool that SEO companies typically overlook because they’re focused on traffic, but if you find an SEO company that offers TEM as a service, you know you’ve got someone who is focused on improving your profits from every possible angle — a great find.