Your website (or other digital property) can only perform effectively if the website visitor traffic coming into it is capable of buying from you. Yes, you may have a brand awareness objective, but PraxisNow’s particular take on digital marketing has a direct response / sales slant, so please allow us the license, for now, to assume that you want more buyers!
Whilst email, assuming you have a high quality database, is considered to be the best channel of all from a sale-closing perspective (hence its prolific use in the “lead nurturing” phase of your sales process), there are other channels that are a cut above in terms of bringing high quality visitor traffic to your website.
For example, let’s take organic search (Search Engine Optimisation / SEO). If you sell tennis rackets and someone enters a search for “tennis”, that’s not much good to you as they may be looking to join a tennis club or in finding a local tennis court. But if they search for “Head MC Flash Elite Tennis Racket”, which happens to be exactly what you sell, you now have a potential buyer on your website and that’s the type of “long tail” query you should be targeting.
You might argue that such long-tail terms are only one-off and not worthwhile targeting. If you think this, your SEO knowledge is out of date and you should contact us about a possible SEO engagement!