Many marketers miss out on the synergy that search has with other digital channels, especially with e-mail marketing.

The problem is that in most companies, the search team and the e-mail team are separate entities, and the communication between the groups is nonexistent. They often compete for the same budgets as well.

Companies that are able to harness search and e-mail channels together will be able to realize the benefits of loyalty, revenue and ROI. Following are a few starting points to bring search and e-mail together:

Communication is key. Do you currently have one person who is responsible for search marketing and another for e-mail? If so, it is time to introduce those people to get them talking. There are immediate benefits that ongoing search and e-mail campaigns can provide each other without any additional investment.

Include search keywords in your subject line. It is crucial to reinforce your brand with your customers. They might not always remember your website, but by constantly reinforcing the keywords you will help your audience to remember to use these phrases and terms in their online search.

Link to past campaigns. One of the key areas that can assist in helping with an SEO program is offering links to past e-mail campaigns on your website. The content has already been created for the campaign, so why not reuse it to grow the page count of your website.

Examine the results. Both search and e-mail provide a robust set of reports that can influence future campaigns.