Social media marketing and SEO are some of the usual digital marketing strategies that marketers use to drive website traffic. Given the much-improved internet connection today, advancements in technology, and creation of various messaging apps, some may think that email marketing may not be as effective as it was before and that email itself is outdated. Nevertheless, it is still capable of driving traffic to websites and growing the customer base of businesses.
The email has been around for quite some time and has remained as one of the essential parts of a person’s day-to-day digital life, may it be for doing business transactions, school stuff, or just reaching out to an old friend. In 2020, the daily number of emails (sent and received) worldwide reached a total of 306.4 billion and it is expected to increase to over 376.4 billion emails by the year 2025. A recent survey from Campaign Monitor emphasized that 64% of small businesses use email marketing and many of them prefer direct mailing more than using other channels to reach their customers. This means that email marketing is still an effective tool that marketers can use to get click-throughs and drive traffic to websites.
With that being said, here’s how to drive traffic using email marketing:
1. Create an Email List
Creating an email list will help you get started in setting up an operative email marketing strategy. You have to take into account the quality of contacts or subscribers you have in your list that will contribute to the success of driving traffic to your website. Remember that it is not just about how large the number of contacts you have in your email list, but it is more about the quality of leads that will drive quality traffic.
2. Arrange Your Email Contacts Based on Their Interests
To make it easier for you to determine which subscriber needs to receive certain information about a product or service that you are offering, you can arrange your email contacts based on their interests. Sending emails to subscribers about something that interests them will get them to click through the landing page of your website, which can result in quality traffic.
When current and potential customers sign up for email and newsletter subscriptions, you can include a section in the form where they can indicate their interests. This will enable you to better group them together.
3. Include Landing Pages in Your Email Marketing Campaign
Engaging your customers doesn’t stop at getting them to open the email you sent them — this will not have a significant impact on your website traffic, but having them click through the landing pages of your website will. Include a link or a CTA (call to action) button leading to the landing page that’s relevant to the message you want to deliver to your customers. The landing page which contains information about the product or service you emphasized in the email will help be helpful in providing them with the details they need to know.
4. Make Your Email Contents Mobile-Friendly
No matter how rich your email contents are if no one gets to read or take them in because of mobile accessibility issues on your website, they will be pointless. Make sure that your website is mobile responsive because the user experience is important and easy navigation will get your subscribers to be further engaged in what you are offering.
5. Create Direct and Personalized Emails
Be direct with your message. You don’t need a long and wordy email just to get subscribers to understand what you are trying to convey. This is why links and CTA buttons directing to your website’s landing page exist in the first place. Chances are, when subscribers see that the email will take time to read, they will not push through with reading it. Instead of engaging them, you lose their attention and lose an opportunity to drive traffic to your website.
Avoid opting for generalized emails and start personalizing them. Address the person by their first name at the start of your email to create a more personal feel to it. You can use this as one of your tactics in increasing engagement and driving traffic to your website using email.
6. Mix Email with Social Media
Another way to drive traffic to your website is to mix your email marketing campaigns with your social media marketing. This helps boost your visibility not only in social media platforms, but also get potential customers to visit your website, which can result in an increase in traffic and conversion rate. Simply include a link or CTA of your website and your social media page, so that potential customers/subscribers will know where to go and what to do after reading the email you sent them.
7. Be Consistent
Consistency is important if you want to keep an effective email marketing campaign going and continuously drive quality traffic to your website. Give your audience or subscribers something to look forward to. See to it that you stick to the schedule of sending emails or newsletters to them.
8. Use Email and Website Analytics Tools
Using analytics tools will help you monitor click rates and determine website visits and click-throughs that contribute to the increase in quality traffic of your website. This also enables you to gauge whether the email campaign was effective or not, giving you a way to improve your strategies in engaging customers through email marketing.
Google Analytics and Adobe Analytics are among the popular web analytics tools used by many professionals in the digital marketing field in tracking website traffic.
If you’re looking for someone to help you with the email marketing of your business, contact us today, and we’ll be glad to help you!