As digital marketers, ourselves we have observed while performing marketing campaigns for our customers that organic traffic generates more high-quality leads and gives your website a competitive advantage over competitors. Most digital marketers will tell you that listing yourself on Google is the simplest approach to obtaining organic traffic. This search engine can provide you with a lot of organic traffic, but as you can think, competition for top Google rankings is fierce!
If your website’s features are good Google will rank you better and you’ll rank higher and receive more organic traffic. We constantly urge our fellow business owners to focus on getting interested subscribers to sign up for their emails. Your inbox is where you can easily and quickly reach out to potential consumers. Because email has been proved to work, more brands are using it as their primary marketing channel. But before we begin driving organic traffic, you must ensure that your site is optimised and effective at converting email subscribers.
Why Email Marketing?
Email is old technology. It was one of the very first forms of digital communication to appear in 1971. However, even after 50 years, email marketing is more popular than ever.
You may be wondering, “Do people still use email?” Isn’t social media the place to be for marketing these days?” While social media is a critical component of any digital marketing strategy, email has significant advantages.
For starters, email marketing initiatives can be more tailored than social media campaigns. Following that, prices are significantly cheaper than for other channels, particularly when considering the reach and conversion rate connected with email marketing. This is one of the reasons why email marketing is perfect for small businesses.
Finally, what makes email marketing so effective and profitable is that it provides you with direct, unique access to your target audience’s inboxes. You may be informing them of new products or services available for them to try/buy or build a relationship with them to create interest.
Marketers use these emails to request sales, gifts, or even to send advertisements to targeted groups. The main objective is to establish brand awareness, build trust and loyalty among customers, as well as increase the customer base & buy patterns.
Still don’t believe us? Let’s take a look at the numbers:
- There will be around 4 billion global email subscribers by 2020.
- Eighty percent of Americans check their email at least once each day, with over a quarter checking it many times per day.
- Email was recognised as the most preferred communication method with small firms by 62 percent of consumers.
Given the statistics, failing to implement an email marketing plan means passing up sales possibilities and the opportunity to develop long-term client relationships.
10 Ways On How to Drive More Traffic Using Email Marketing |
1. Encourage people to subscribe to promotional emails
The first stage in email marketing is to obtain email addresses from interested potential customers. One of the most difficult things for marketers is gathering genuine and reliable email addresses for use in a marketing campaign. Here are a few pointers and tricks for getting prospects to sign up for your promotional mailings.
- Use your Facebook accounts | Another effective marketing method that every marketer should employ is social media marketing. If your company currently has a Facebook page, you may use it to collect more viable emails from interested audiences and friends. Allowing your target audience to sign up for newsletters while they are on Facebook will help you create more leads than you expected. They can join up directly or through a landing page, you direct them to.
- Use blogs and forums | Blogs have a significant impact on the online market today, especially those that provide helpful content to the online community. The majority of individuals look for knowledge on blogs and other helpful websites that they can find online. If you already have a blog linked to your company’s website, you can utilise it to collect email addresses from visitors. However, you must ensure that the blog offers informative content as well as what the target audience wants in order for them to feel obligated to provide an email address. Often, you may grab this by offering a freemium, or a valuable offer in exchange for an email address. This is known as an ‘ethical bribe.’
- Use promotional or explainer videos | Although most marketers are unaware of this, releasing a promotional video – or an explanation or hilarious video clip with a call to action button – to video hosting sites like YouTube and Vimeo can help you acquire a large number of email addresses. YouTube has over a billion viewers and receives huge traffic from all around the world every day. As a result, you may tap into its traffic and even harvest email addresses from it. As previously said, you must present these subscribers with a compelling incentive to subscribe to your newsletters and other promotional information in order for them to furnish you with their personal email addresses.
2. Tell subscribers what to expect
Most people are overly concerned with obtaining a potential customer’s email address without informing them of what to expect from the process. One of the fundamental rules of email marketing is to explain to your readers why you require their email addresses. Nobody will give you their personal address unless they have a strong reason to.
Telling these subscribers what to expect from you provides them peace of mind, which means they are more likely to open the promotional email and read it. You must be careful not to send too many emails, as some of your audience may become irritated and click the ‘unsubscribe’ button. You can simply handle this by keeping an eye on your data. Their engagement (clicks and responses) will tell you when to vary the frequency of your email messages.
3. Make the emails scannable
Most people are too busy to read long lines of text, so try to keep your emails brief and to the point. Make sure the reader can scan the email at one glance and get the idea behind the text without having to read through it. (Please keep in mind that this will vary depending on the market.) More detail may be acceptable if you are a learning centre, for example.)
Including graphic graphics and subheadings can substantially improve how quickly a reader comprehends the email, saving him or her time. You should also include a call-to-action link to make it easier for interested clients to click and make a purchase or order.
4. Use mobile-friendly emails
Many people nowadays surf the internet and check their personal emails on their cell phones, tablets, iPads, and other mobile devices.
As a result, you should make sure that all promotional emails you send are mobile-friendly and easy to read on small screens. Many of these handheld devices use built-in emailing apps to convey messages to users, which is why you must guarantee that the content is readable across numerous emailing platforms and apps.
If all of your mailing list’s target consumers can easily open and read the emails, you can be confident that the majority of them will place orders or visit your company’s website.
5. Use video email marketing
Video email marketing is the newest marketing craze. As previously said, most individuals have busy lives and rarely have time to read big blocks of text in emails.
Nonetheless, by simply adding a promotional, high-quality, and educational video clip as the main message, the reading time can be reduced to a few seconds.
You should, however, ensure that the video quality is superb while being lightweight to allow for fast loading even in email programmes. HTML5 video clips are often suggested since they load quickly even on slow networks. On a landing page, displaying a video player graphic with your smiling face and a link to the actual video is also recommended.
Audio-visual material converts better than written information because it is easier to understand – it only takes less than 15 seconds to convey the required message. The best part is that most smartphones, tablets, and iPads support 3G and 4G networks, so watching these videos on these devices is simple and provides a smooth viewing experience.
6. Send personalized emails
Both existing and new customers will love it if you give them customised emails that are tailored to their specific demands. This involves categorising your email list based on customer preferences and demands. This guarantees that recipients receive emails that are relevant to their needs rather than what may look to them as “spammy” emails.
It would be more beneficial to provide specific recommendations for your clients in order to provide the best one-on-one communication. Although sending tailored emails takes time, your business or website should benefit from at least a 25% increase in conversions and traffic as a result. The ROI on delivering tailored emails is substantially higher than sending a single message to thousands of recipients.
This is possible if you employ dynamic replies to email clicks and events.
7. Ensure the landing page is properly optimized
Although investing in a promising and effective email marketing strategy is required, it is also important to guarantee that your company’s landing page is correctly optimised. The majority of firms lose potential high-value clients because their websites aren’t attractive or optimised (high-value messaging, offers and speed of loading).
For more repeat visitors (and for potential consumers to suggest their friends to your website), make sure your business website is appropriately optimised and developed. The website should be extremely simple to use and navigate. A website that is appealing, informative, and simple to use draws more return visitors than an unresponsive website.
- Automate post-purchase messages
A solid website, a great customer experience, and effective email marketing campaigns provide a solid foundation for your company and interactive marketing. You should not, however, take your clients, whether new or returning, for granted.
Offer them exclusive and appealing bargains to entice them to spend more or even refer their friends to your business.
Taking the time to thank them after a purchase (through a customised automated message) might be encouraging. This encourages more return visits, resulting in greater traffic and sales. You are also “training” and preparing them for future interactions with you psychologically. The first email they receive is critical for establishing trust and a positive relationship from the start.
- Be friendly
Although a casual tone is advised in promotional emails, it wouldn’t hurt to use an informal but pleasant tone, especially with loyal customers. You may break the ice with new audiences and consumers by being nice.
This also fosters a closer bond, which encourages potential clients to test your services or products.
- Respond to email replies
Some potential customers (in your mailing list) may have questions or concerns that need to be addressed before they place an order. Make sure to professionally respond to their emails by providing them with the information they require to alleviate their questions.
Do not be like any other marketer that sends emails to potential leads but never checks the emails or what the recipients have to say.
Responding to a customer’s email increases confidence and trust, boosting the likelihood of them visiting your official website or, better still, placing an order.
The Benefits of Email Marketing
Emails are a key component of the growth and management of your business, from order confirmations to newsletters.
Email marketing can help you reach three major goals:
- Conversions (selling your products and services)
Are you launching a discount or promotion? To increase sales, you might send an email marketing campaign to your subscribers. Additionally, use the following email marketing methods to increase conversions:
Coupons or special offers for subscribers’ birthdays/anniversaries, in welcome emails, and as a way to re-engage your audience
When a visitor adds an item to their cart but does not check out, abandoned cart emails are sent.
- Brand awareness
What’s amazing about email is that it allows you to communicate with someone directly. It’s excellent one-on-one communication. And these days, people don’t just let anyone into their inbox. It’s a curated zone dedicated to preferred brands and media.
Appearing in someone’s email inbox will help your brand stay relevant in the eyes of subscribers. A tailored marketing email has a greater impact than a social media post because you never know who saw your message.
Scalability is one of the most significant advantages of email marketing. This means that enormous numbers of emails can be sent to a small number of recipients while staying cost-effective (compared to other marketing channels).
- Customer loyalty
The email encourages client loyalty at all stages of the buyer journey: lead nurturing, conversion, onboarding, and retention. Email marketing is also an important tool to utilise in conjunction with sales CRM systems to streamline communication.
As we explained in our guide to developing relationships with email, it’s a tremendously effective method to build a community.
Summing-up
Hopefully, this article has given you a better idea of the world of email marketing. Your business can benefit immensely from proper and well-executed email marketing. You should expect some returns from the same if you do things correctly and aren’t too pestering or use a sales-pitchy tone in the emails. Keep an eye on the email address you use to reach your target audiences since you never know what they will say or what good it will do for your business.
While email marketing has no direct impact on SEO, you can use it to drive traffic to your website. Getting relevant traffic might also help you lower your bounce rates. You may also reuse your newsletters and write blog entries that will appear in search results. Email marketing is also a great idea to ask your subscribers for reviews as more reviews can help with your local SEO. Delivering personalized content and using CTAs well can also improve your social media engagement. These, in turn, can give a boost to your SEO as well.
If you need the services of a digital marketing company to manage your email marketing talk to Shergroup, we can help you with email marketing, SEO and other marketing campaigns to drive more traffic to your site.
Take a look at our email marketing solution here | https://shergroup.com/marketing-sales-solutions/manage-your-crm-data/
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