If you want to effectively lead prospective customers toward a sale, email marketing remains one of the most effective means of achieving this. When properly implemented, it can funnel more traffic to your website and supplement other online and offline marketing efforts. Email marketing is a potentially invaluable asset to have if you want to supercharge your marketing efforts, but you need to use it the right way.
To help you integrate email marketing into your marketing mix, the following are some tips for increasing site traffic with email.
Match Your Landing Pages with Your Emails
Stylistic uniformity across your email campaigns and landing pages can reassure customers and funnel them to your website. You can achieve this by making content synchronized with specific landing pages that share the same language in your emails. Your email CTA should also direct audiences to your website to create a more seamless transition.
If you align your emails and landing pages, you'll more effectively bring people to your website while leading them toward a sale. Once leads get to your landing pages, the content and additional CTAs included on those pages will efficiently move them along the customer journey.
Segment Your Email List
You can also improve email marketing by sending emails tailored to specific audiences. These emails would encourage each audience to visit your website based on their interests. The key is determining which segments of your audience to create your emails around.
When developing and segmenting your email list, you can use information you receive when people sign up for your emails. For instance, you can reach your target audience with other marketing materials that encourage people to opt-in to email newsletters. When they're signing up, you may ask them certain questions in the opt-in form or be able to track which campaigns brought them to the form.
Using these details, you can place each email in a particular segment and continue marketing to them with relevant emails. Doing so keeps your emails from getting lost in people's inboxes by making them feel you're speaking directly to them.
Make Your Emails Scannable with Clear CTAs
To make sure that recipients perform the desired action with each email, your emails need to be readable and well-optimized for mobile users. If your emails are highly accessible, they'll lead more people directly to your CTAs. One tactic is to split up the text in your emails, so users aren't facing overwhelmingly long paragraphs. Try to keep text concise, engaging, and consistently scannable to lead people to the bottom, where your CTA will likely sit.
Emails provide value, but your landing pages will provide even more value to bring people through to a sale. Emails get people through the door, while your landing pages lead them further along the buyer's journey by bringing them to your website. Therefore it's crucial to have effective emails that encourage people to click through to your site. Otherwise, people will have less incentive to open subsequent emails from you and may opt out of your campaigns altogether.
Personalize Your Email Messaging
Email is unique in that it can create a personal connection with customers, leading them to your site by adding legitimacy to your organization. Through personalized emails that truly speak to each customer, you'll show you care about bringing value to customers through your content. Without this level of personalization, emails could feel impersonal, and wind up lost in the mix of other generic emails.
There are a few different ways you can use for personalizing your emails. You could include customers' names, send automatic thank you emails, or set reminder emails to them when they neglect to complete a certain action. Not only will this help build a stronger connection and lend credibility, but it will also keep them consistently engaged with your brand. Because of this, you're more likely to stay on the surface of customers' minds over less involved competitors. Combined with high-quality content, personalization can go a long way in turning mere email recipients into loyal repeat customers.
Get the Most from Your Marketing with Email Campaigns
Now that you have a better idea of how to increase website traffic with emails, you can get started on your next campaign. Email marketing is an integral part of any marketing playbook, and it can fit perfectly into a broader strategy. The problem is that there is a lot to building a solid email marketing campaign and integrating it into the rest of your efforts. To help you successfully develop an email marketing strategy that drives results, consider connecting with a media partner. Having an experienced partner behind you will help you get the best results from your email marketing campaigns and others.