Email marketing is, even after the supposed death of this medium, still one of the leading methods that are used by marketing teams around the world. Considering that the ROI of email marketing is amongst the highest in the industry, coming in at 40x in value, this is hardly surprising.
However, although the open rate of email is typically fairly high, how does this actually impact website traffic? Even if users are opening an email you send out, that doesn’t always mean that they’ll then come onto your website and continue to interact.
To help you boost the likelihood of your customers coming onto your home website from marketing emails, we’ve cultivated this list of the five best practices that you can start to incorporate into your marketing emails. Each of these focuses on how you can effectively adapt your email strategy, further cultivate personalized content, or simply get people onto your page with some highly-efficient strategies.
We’ll cover:
- Segmenting Your Email List
- Mobile-Friendly Emails Are Your Friend
- Blog Snippet To Website Funnel
- Offering Rewards
Let’s get right into it!
Segment Your Email List
Personalization is one of the biggest trends in marketing that has become central over the past few years – and for a good reason. 96% of digital marketing teams believe that personalization is the single most effective way of advancing customer relationships, with this strategy allowing businesses to make customers feel much more valued and understood.
Most of the time within a business, not every single one of your customers is going to be interested in the same thing. Let’s say you’re a tourism company that works internationally. Customers in the UK are probably not going to be particularly interested in a holiday to the UK, while American clients would be much more likely to leap at the opportunity.
Equally, if you’re an eCommerce company that sells clothing, some styles that are meant for your female clients might not hit home with your male consumers or vice versa. Knowing that your audience is not simply one singular mass is the beginning of great personalization within email marketing.
To best relate to all your different groups, you should employ user segmentation to build different email lists for distinct client groups. By sending out specific marketing emails that are intended for specific people in a group, you’ll have a much higher engagement rate, resulting in people that actively come from your email onto your website in search of what you’re offering.
Personalization is key, which begins with user segmentation via email marketing to particular groups at once.
Always Use Mobile-Friendly Emails
In the modern day, the vast majority of internet browsing takes place from a mobile device. The same goes for checking emails, with the ease of opening the Gmail or Outlook application and scrolling through your inbox, making email an incredibly casual form of communication.
With that in mind, you need to ensure that both your company website and marketing emails that you send out are optimized for mobile usage. If either one of these isn’t, then your customers will have a much harder time using your services, often resulting in them simply closing your website or email without interacting.
Although a small change you can make, being sure that your emails are totally mobile-friendly will significantly help with your engagement rate.
Send Blog Post Snippets Through Email
Email marketing is all about enticing customers from their inboxes onto your company website. There are several different ways you can do this, another of which – transactionally – we’ll discuss shortly. One method that is routinely overlooked when it comes to getting users onto your website from email is offering information.
Your company website should have an active blog section where you regularly post company updates, information from your industry, thought posts, or market updates. By using this content, you’re able to both generate natural traffic through search engines and also recycle it for email marketing.
If you write an article that’s getting lots of traction on your company blog, you can take a key insight or quote from the article and then structure a marketing email around it, you’ll be able to entice users with ease. A message that focuses on the key insight and then invites users to learn more is a fantastic way of increasing engagement within your email campaigns.
Just remember to always have an email signature that has links to your website, as this will allow users to instinctively know where to look when they’re trying to access your site. By following a signature email template that you find online, you’ll be able to quickly generate an email signature that matches your company branding and fulfills this requisite.
Coupons and Discounts Are Your Friend
Transactional email marketing is where you offer your email subscribers a discount or coupon code for simply being signed up to your newsletter. This is one of the simplest ways of getting more customers to go onto your website via email, but often one of the most effective. After all, who doesn’t love a discount?
Within this kind of email, you can announce you’re having a sale, or that you’re offering the next 100 buyers a coupon for 30% off. Whatever you want to offer, make sure to include the discount fact in the subject line to get your customers’ attention right away.
When offering a transactional reason to go to your website, you incentivize customers financially, not only boosting the number of users that flood to your site, but also increasing the number of customers that then convert to an actual sale. Always remember that the better the reward, the more likely people are to use it!
Final Thoughts
Email marketing is one of the most efficient and cost-effective ways that you can increase natural traffic to your website. By using your email as a way of targeting specific users, sharing tidbits of interesting information, or simply offering coupons, you’ll be able to radically boost the number of users that flow through your website.
No matter if they’re on your site to read an interesting blog you’ve just posted or they’re looking for products, getting them in the door is the most important thing. Once you’ve got a client on your website, the likelihood that they’ll convert into a paying customer is significantly higher. Over time, the effort you put into email marketing can result in a wave of viewers on your home website, increasing sales, boosting conversion, and helping your business flourish.
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