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Here's how to boost the effectiveness of your email marketing and pay-per-click advertising programs: Always include an opt-in invitation on each PPC landing page to capture both your most motivated shoppers (3% of your traffic on average) and browsers (the other 97%). Just be sure not to distract attention away from your landing page's primary purpose. Ten words or so to sell your opt-in program's benefits and a link to your sign-up page should do it.
EmailLabs' Marketing Director Lena Waters has the crucial details: Add Opt-In to PPC Landing Pages to Boost ROI
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