With all of the tools available to internet marketers these days, email might seem like a blast from the past with no place in the modern search engine marketing environment. However, the use of email marketing can help companies improve the leads they drive as well as establish a superior brand image.
The primary way email helps with lead generation is by helping businesses stay in touch with past or regular clients. When a purchase is made or contact information is collected, require that companies provide the email address of a staff member who can make purchasing decisions. From that point forward, that employee can be sent a monthly or weekly update of company news, exclusive content or links to other sources.
The key to email marketing lies in these links, since most organizations who have requested information in the past will be interested in finding out more about particular topics. When traffic from email newsletters lead to a company's blog or homepage, the results are twofold. First, incoming links will help to improve SEO rankings. Secondly, organizations that have viewed the superior content that links directed them to will be more likely to perceive a company as a thought leader in its field. This can result in more leads and will ultimately ensure past clients stay in touch and provide more business.