Google takes Email Marketing to Next Level

For many years marketers have known that a high quality email list is one of the most important tools in their box to drive customer sales.  Building that list takes time and effort, which is why it is so important to use the list to effectively bring in new sales.  Up till now most people would use their email list only to send out information to potential customers through their email box, which makes sense.  Google has just launched an innovative new product, however, that will allow you to benefit from your list in new and exciting ways.

The new product is called, “Customer Match.” It was announced at Advertising Week’s Time Center Stage and is available for marketers now.

Customer match allows marketers to upload their email marketing list into their Google Ads platform.  From there, Google can use that list to directly target those on your list who are signed into a Google account.  Most people today are signed into some type of Google account on all their devices, which makes this extremely powerful.  (Google accounts include gMail, Google+, YouTube, and more).

Since you know that those on your email list are interested in the products or services that you’re offering, you’ll have an improved conversion rate.  This is a very innovative way to get your message out in front of these users without bombarding their inbox too often, which could lead them to leave your list.

When explaining the new service, Google provided this example, “Let’s say you’re a travel brand. You can now reach people who have joined your rewards program as they plan their next trip.  For example, when these rewards members search for ‘non-stop flights to New York’ on, you can show relevant ads at the top of their search results on any device right when they’re looking to fly to New York.  And when those members are watching their favorite videos on YouTube or catching up on Gmail, you can show ads that will inspire them to plan their next trip.”

This could really help many marketers take their email lists to the next level when it comes to converting them into buyers.  To make this new product even better, however, Google can help you to grow your customer list even further.  Using what they know about the people on your list (which is A LOT) they can target users who aren’t on your list but have similar interests.  This will allow you to display ads directly to them so they can become buyers or at least join your list.

Whether you have an active list or one that could use some work, this new product from Google is something you should absolutely be looking into.  It could really take any email marketing efforts to the next level.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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