I recently caught up with co-owner and marketing mastermind behind Boston co-retail space For Now, Kaity Cimo. She runs the space with friend and business partner Katharine ReQua. They opened a year ago and have played home to over 80 brands in that time.
6 Ways To Drive Traffic With Email Marketing
Email marketing is one of the easiest ways to increase website traffic and roughly 60% of marketers believe that email marketing provides their best ROI.
In fact, you’re 6x more likely to get traffic from emails than from tweets and 99% of consumers still check their email every day, with over half of them checking at least ten times a day.
So yeah, it’s safe to say that email marketing can be insanely effective.
However, like so many other marketing tactics, it only works as well as the person doing it. With that in mind, here are 6 tips on how to drive website traffic with email marketing.
1. It’s all about your list
Email marketing without a mailing list is a little like fishing in an empty lake. Without an audience to see your emails, there’s really no point.
Your email list is one of your most valuable owned marketing channels – it allows you to contact your customers, followers, and leads at the touch of a button. The more people you have on your list, the easier it’s going to be to drive traffic to your website.
If you’re reading this then it’s likely that you have at least a basic email list – but the reality is that it can always get bigger with the right tools and tactics.
An easy place to start is with your signup forms – they need to be easy to find and most importantly easy to use.
While it’s easy to just stick a form in your footer or sidebar and forget about it, we recommend testing a few other locations like a popup or embedded in a blog post.
Finally, you can also leverage another owned marketing channel to grow your list by adding a link from your social bio.
Tips on growing your email list:
- Make your signup form as simple as possible – stick to just the email unless you absolutely need more info.
- Use social proof to get more signups. Saying things like, “10,000 people enjoy my emails…”, will convince people to sign up themselves.
- Segment your list by the page they signed up on or what they purchased – this will make it easier to send tailored messages later on.
2. Optimize for different devices
Nearly half of all emails are read on a mobile device and your emails need to be designed with a mobile-first mindset or nobody will read (or click) them.
Fortunately, almost all major email platforms should utilize a responsive design that ensures your messages scale to any device.
Remember – the goal here is to drive traffic to your website so we recommend taking it a step further and sending a test campaign to yourself.
When you open it, check to make sure everything looks and functions as it should, including the images, copy, and buttons.
- Test your emails on different devices.
- When you design your email campaign, design it for mobile-first.
- Put your most important content or call to action above the fold to ensure it’s seen.
3. Put your customer first
You’d be hard pressed to find a company that doesn’t claim to have a customer-first approach to business. However, when it comes to email marketing, this goes beyond the customer-is-always-right mindset and into how you actually talk to your subscribers.
If you want to see more success (and traffic) from your emails it’s paramount that you introduce a bit of personalization. Even something as simple as customizing the subject line can result in better open rates.
So, where do you start?
Remember what we said about segmenting your list? Proper segmentation will allow you to send one message to people who viewed a product page and a different message to someone who just read a blog post.
And don’t worry if you’re not tracking user behavior yet – you can also include their name or username to signal that this message is for them.
Beyond the subject line, you also want to ensure the content is relevant – few things can sour a relationship like receiving an email that you can’t relate to.
Relevance comes in a variety of flavors but because this post is focused on driving traffic back to your website, you can try the following:
- Send a coupon to users who have shopped with you before.
- Send your new blog post to people who visit your blog regularly.
- Promote a contest to your entire list.
- If you want to add your customers’ names to emails, you’ll need to make sure you collect it when they sign up.
- Before you send an email, ask yourself if you’d be happy to receive it. If the answer isn’t a resounding yes, then you need to try again.
- Go above and beyond when it comes to adding value. The more value your audience gets, the more they’ll click through to your site.
4. Focus on frequency
Sending the right number of emails is an art form. There’s no one-size-fits-all answer but there are a few “rules” you can follow:
- Unless people have explicitly signed up to a daily email digest, you shouldn’t really be sending more than one campaign a week.
- Equally, once a month will probably be too little. That’s only 12 emails a year, and it’ll be hard to generate website traffic at that frequency.
- The sweet spot is 1 or 2 emails a week, provided every single one offers value of course.
The other thing worth considering is the promise you may make when signing people up to your mailing list: if you say that you’ll be sending emails at a certain frequency, you’d better make sure you send emails at that frequency.
The key to success here, especially in regards to website traffic, is consistency. You want to be present without being obnoxious and enticing without being pushy. The goal is to be on a reader’s mind when they are looking to purchase and sending helpful, regular emails will help achieve this.
- When you first get started, feel free to experiment a bit with frequency. Note how changing the frequency impacts your open and click-through rates and adjust your schedule accordingly.
- Don’t be disheartened if your traffic isn’t skyrocketing right away – consistency is key.
- If your gut tells you that you’re sending too frequently, then you’re probably right.
5. The perfect subject line
If you want to use email marketing to drive website traffic, you need people to actually open your emails in the first place.
We’ve already mentioned how personalization can improve open rates, but what should the subject line actually say?
Here are some ideas:
- Ask a question — People are hardwired to respond to questions. You should utilize that by turning your subject line into a question. Instead of “These are the latest jewellery trends…”, say “Have you seen the latest jewellery trends?”
- Keep it simple — Subject lines are easily cut off by small screens so the shorter the better – keep it to the point and use the email body to expand.
- Use emojis — Emojis are actually a really good way of improving your subject line. In fact, 56% of brands who used emoji had a higher open rate so they are worth trying out if they fit your brand.
- According to research from Marketo, the ideal subject line should be around 40 characters or roughly 7 words.
- Consider A/B testing different types of subject lines. This way you can see what works best, and then stick with that in the future.
- Make sure to personalize the subject line when it makes sense.
6. Get your CTAs right
The final aspect of driving traffic with your emails is to leverage CTAs that are both relevant and visible.
CTAs help guide your readers to specific actions are a good place to start when designing a new email campaign. Start with your goal – what are you trying to achieve? Maybe you want to drive people to a landing page, or maybe you’ve got a new blog post for people to read.
Make sure to match the language of the CTA to the action you want the reader to take – if you’re promoting a product you don’t want to use a CTA that says “Read More!”
When it comes to how it looks, you should use a button rather than a normal text link – it’s going to stand out more and be easier to click when using a phone or tablet.
- Use action words in your CTA copy. Good examples include “read”, “start”, and “try”.
- Your button should be displayed prominently. Ideally, you should also include one above the fold. Feel free to repeat the CTA throughout the email.
- Make sure your CTA drives traffic to somewhere relevant – they should not be surprised by the landing page.
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