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Richard ConnApr 5, 2022 1:09:10 PM6 min read

A Guide to Supercharge Your Email Marketing with PPC Strategy

It is no secret that a strong marketing campaign is key to building the success of both emerging and longstanding businesses. But the world of marketing is rapidly changing, and it can be hard to know what methods are most effective and where the resources should be spent.

A strong marketing campaign will use methods that complement each other. This will help campaigns reach as wide an audience as possible and really maximize the marketing ROI. PPC advertising and email marketing are two examples of strategies that work together brilliantly.

What Is Marketing PPC?

PPC stands for pay-per-click, which is an online marketing method that requires a fee every time one of the advertiser’s ads is clicked. In return for the fee, the advertiser receives prime advertising real estate, which will drive traffic to their website. 

For example, one of the most popular forms of marketing PPC is search engine advertising, where businesses pay to be on top of search engine results, marked as ‘Sponsored’. 

Marketing PPC is only successful when the fee paid for the click is less than the sale the visit generates. This means that it only works as part of a well-thought-out advertising campaign. 

What Are the Benefits of Using PPC Alongside Email Marketing?

One of the greatest things about email marketing is how versatile it can be. From offering special discounts to combining email marketing with SEO efforts, the possibilities are almost limitless. Not to mention, it is one of the most profitable marketing methods. This makes it an ideal candidate to work alongside a PPC strategy. 


There are numerous benefits to integrating PPC with email marketing, and one of the biggest is that it helps to form a consistent cross-channel marketing strategy. Customers expect a seamlessly personalized buying journey, and by tying in PPC advertising with email campaigns, this becomes much easier to deliver.

By driving email sign-ups through PPC advertising, the potential audience for email marketing greatly increases. 

Email lists become more targeted as visitors have been driven to the site through relevant searches. This, in turn, boosts email open rates, which helps to drive conversions. 

Of course, driving organic traffic through strategies like content marketing have immense value as well, but a good PPC strategy brings its own benefits.

In order to make the most of email marketing that incorporates a PPC strategy, there are several helpful things to keep in mind.

How to Get the Most From Your Email Marketing with PPC

1. Pay Close Attention to Landing Pages

The landing page is the first impression that a potential customer will have of your website . It needs to be eye-catching and engaging in order to drive conversions and make it worth the cost of the advert that brought the visitor to your site.

By optimizing landing pages to capture email addresses, you can maximize the value of your PPC advertising. Once you have the email address of a lead, they can be contacted in the future with personalized offers and other incentives to drive them through your sales funnel, even if their initial visit did not result in a sale.

Some customers can be enticed by the promise of learning more about a product they are already interested in. For example, for a business mobile phone service, creating landing pages about available plans and promotions will capture attention of target customers.

Emails can then be sent advertising an online calling app or other feature, depending on the query that brought them to the landing page.


Landing pages can also be designed to offer special discounts. It’s important to ensure that the offers and prices on your landing pages match with the PPC adverts that they direct from. 

Otherwise, customers may feel deceived, which is not a great start to a customer relationship! You don’t want an apology email to be one of the first pieces of correspondence you send a client.

There is no limit to the number of landing pages you can have - in fact, the more, the better. Start by creating customer personas to understand the different kinds of customers you will be dealing with. Then, create dedicated landing pages which appeal to these different personas. 

Fnally, link these landing pages to adverts that appear where the relevant customer is most likely to see them.

2. Create and Test Calls to Action

The most crucial aspect of driving email conversions is having effective calls to action (CTAs). A clear but informative sign-up box is the quickest and easiest way to capture email addresses on your landing pages.

It’s important to make the message short and snappy, but at the same time, not too generic. For example, “sign up now” or “read more” are unlikely to be effective as calls to action, as they lack information or incentive. “Sign up for exclusive discount”’ or “read more on how to save,” on the other hand, offer much more reason for leads to be interested in your brand.

Calls to action are also important in the follow-up emails to leads that your PPC advertising has generated. A/B testing can be helpful in determining what type of calls to action are most effective at driving leads through your sales funnel. In fact, it is a good idea to employ A/B testing for email marketing campaigns in any instance.



Analyzing various metrics, such as the bounce rate and click-through rate of your emails, can show you which have been most effective. Draw up two distinct types of email with different calls to action, and see which returns the best results. This will help inform future advertising campaigns. 

3. Use PPC to Test Email Marketing Strategies

A PPC strategy can be a handy tool, not only in generating leads for email marketing, but also for testing the content of future emails.

A successful email marketing campaign begins with a high open rate for the emails you are sending. 

If the average open rate for your emails is less than the industry average, then it could be that your email marketing requires some tuning up. Testing different aspects of your email campaigns, such as calls to action, subject lines, and textual and graphical content, can be done initially through PPC advertising.


Running different PPC adverts with variations on these aspects will allow you to see which approaches generate the best results in terms of click-through rates. 

It is a good idea to plan ahead and bolster your customer service departments with reliable customer service channels, such as a cloud phone system, so that any customer inquiries stemming from your email marketing are handled promptly and efficiently.

4. Personalizing the Email Marketing Experience  

Personalizing the email marketing experience allows you to target customers at all stages of their journey. This helps in converting new customers into loyal ones. This is key to maximizing your marketing ROI.

Uploading your email lists into advertising platforms will allow you to run identity-based PPC adverts, meaning that you can target adverts specifically to customers depending on how you have them categorized. There are a variety of software options available to help you manage your email lists.

Setting up an email sequence to capture customers’ attention at every stage of their buying journey helps usher them through your sales funnel without them falling out along the way.

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Final Thoughts

Email marketing campaigns and marketing PPC are both strong marketing methods, but they can be made even stronger when they run in conjunction.

From boosting the numbers in your email lists to improving the quality of your campaigns, the benefits of a strategy that incorporates email and PPC are numerous. Build a strong strategy that combines the best of both, and reap the rewards.


Richard Conn

Richard Conn is the Senior Director for Demand Generation at 8x8, a leading communication platform with integrated contact center, phone system for small business, voice, video, and chat functionality. Richard is an analytical & results-driven digital marketing leader with a track record of achieving major ROI improvements in fast-paced, competitive B2B environments. He has written for Smith and Infobase. Check out his LinkedIn.