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A recent study by Pew Internet & American Life Project revealed something that may have been unintentional. The Internet research company focused on users' views of regular vs personalized search, but included miscellaneous data presumably as a reference point. One of those reference points clues you in to a "story behind the story" and tells you what to do to boost traffic to your website. It's subtle, but it's amazing.
The Power of Email
The Pew study reported that 92 percent of users love to search the Internet on a daily basis. What's incredible is that 93 percent of users read email on a daily basis. While most SEO experts and Internet marketers are figuring out the latest way to rank higher in the Search engines, Pew has given you solid proof of what some Internet markets have suspected for years.
There may be some truth to the idea that "the money is in the list." If you can cultivate an email list, at least you blue polo shirts know that there are people reading those emails. The trick is to get your emails opened. You can no longer argue that "email is dead." Social media does not yet "rule the roost." Driving people to your website via organic search results might work, but the data is pretty clear on this one. Email is still the most personable way to approach someone outside of physical contact and people definitely read orange polo shirts it.
Building Your List
To build a good email list, you have to do marketing. This normally means buying traffic. Relying on organic traffic is a little hit or miss. You can't rely on Google (or any other search engine for that matter) to send you boatloads of traffic day in and day out forever. Algorithms change, and you don't have control over what Google ranks you for. In the end, you have to approach people with a marketing message. In a way, you have to return to your marketing roots: direct response advertising.
If you target readers that are already reading and interested in your niche, then you'll have a much easier go at getting your emails opened. This is where paid search shines. You can write a headline that caters to your ideal market, drives traffic to your website, and pink polo shirt then gets them signed up to receive something valuable from you. Once you have the email address and name of the person, it's a simple matter of staying in touch with them until they are ready to buy. You can easily measure results on your advertising campaign and tweak your ads to improve your email sign-up rate.