Using Email To Improve Results From Your SEM Campaign

Andy Sernovitz, CEO of GasPedal, states that you should focus your search-based acquisition efforts on driving people to sign up for an email newsletter. The rationale is that if you can get a visitor to give you their e-mail address, then you can put them on a list and sell to them again and again at no additional cost. Email is your tool to convert that single, paid exposure from a search engine into multiple exposures with email.

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