It’s the lifeblood of your profession, but it could also be the bane of your existence.
It’s nearly impossible to avoid calling to targets like a siren’s song, whether they’re in the office down the hall or on a beach vacation halfway around the world. It is also necessary for the modern world to function.
We’re talking about email marketing, of course.
It’s a softer sell than other types of marketing, but it pays off handsomely, with an average return of $36 for every dollar spent.
But what exactly is it?
Email marketing is defined as “the act of sending a commercial message, typically to a group of people, using email,” according to Wikipedia.
Every email sent to a potential or current customer could be considered email marketing in the broadest sense. It entails sending advertisements, soliciting business, or soliciting sales or donations via email.”
This means directing recipients to a website, either for more information, to make a purchase, or to perform some other action, for digital marketers.
To put it another way, the name of the game is traffic.
But, an email marketing really help you increase organic traffic? Yes, of course!
Off-page factors, such as social media shares and backlinks, are an important part of search engine optimization (SEO).
High-quality traffic has an impact on how Google and other search engines rank your site.
Effective email marketing is one way to encourage all of these things.
So, here’s how we’ll answer the $10,000 question: HOW DO YOU GET TRAFFIC WITH EMAIL MARKETING?
Here are seven ways to get more people to visit your website:
1. Be Accurate in Your Targeting Bounce rate is a dirty word in online marketing
While there is an email bounce rate (emails that are returned by the recipient’s server), the website bounce rate, or the percentage of visitors who leave your site without taking action, is what matters most to digital marketers.
Email marketing can really shine in this situation. Whether you purchased your list or compiled it yourself, you should have some basic information about your target audience in order to run highly targeted campaigns.
To increase traffic, send your email campaign to people who are genuinely interested in your content, whether they’ve expressed interest before or your content can help them solve a current problem.
These visitors are more likely to stay on your website for longer periods of time, signaling to search engines that your website is a valuable resource. Your site’s authority will be recognized by Google, and your ranking will rise as a result.
2. Recognize the user’s intent
Why is it that your email recipients are opening your messages? Because you’re providing them with something useful, and what you’ve sent them is relevant to them. (Or maybe you just have the best subject lines in the world.)
There are three types of user intent, and email marketing can be used to address each one:
- Navigational – when a user is attempting to reach a specific website; in this case, congrats on a job well done.
- Informational – when a user is looking for information, this is referred to as informational.
- Transactional – when a user is ready to buy or perform another online action, this is referred to as transactional.
You’re probably familiar with this concept if you’re also in charge of your company’s SEO.
If not, contact whoever is and request the long-tail keywords or descriptive searches that are bringing visitors to your site.
Then, using these as a starting point, create email messaging that will resonate with your target audience.
By providing content that meets user needs, you can weed out low-quality visitors and improve your SEO by increasing the number of quality visits.
3. Utilize exclusive content in newsletters
You can create content that addresses the needs of your target audience once you know what they are looking for.
Regular newsletters with exclusive content are also a good way to keep your brand top of mind with customers.
Sending out a weekly or monthly email with relevant information will demonstrate your brand’s value to your audience and establish you as a thought leader in the field.
If your company has a blog, this is a great place to look for unique content that your audience won’t find anywhere else. They’re also doing exactly what you want by visiting your website by clicking on the “read more” link in your newsletter.
4. Make Email And Social Media Work Together
Both email and social media marketing are useful tools on their own. However, when both are used together, their effectiveness skyrockets.
Make use of your social media presence to encourage followers to join your email list and vice versa.
This will allow you to develop more personalized communications as well as build rapport.
Include “Share” tags in your emails so that recipients can share content with their friends.
Referral incentives, such as “Follow us on Facebook for 10% off” or “Send this link to a friend for an exclusive ebook,” are another effective marketing tool you can use to engage with customers.
This type of email content can increase both search and traffic to your website.
5. Make Your Email Content More Personal
Which of the following email messages do you believe will receive a better response: One that begins with a generic greeting like “Dear customer” or “Jeff, we have a special deal just for you!” (I’m assuming your name is Jeff; otherwise, it’d be weird.)
As a marketer, you’re probably aware that personalized emails have higher open and click-through rates – and that’s just when the recipient’s name is included.
Segmentation is essential if you want to maximize the impact of your emails and drive traffic.
You can provide relevant content that is more likely to get clicks by dividing your list into smaller groups based on specific criteria.
Assume you’re sending out an email campaign for a computer store that sells both Macs and PCs.
You can ensure that your content is relevant to the recipient by segmenting your list into those who use Macs and those who use PCs.
You could take a shotgun approach, but the number of people who are interested in both is likely to be small, so you risk becoming annoying and losing subscribers.
Even if your audience doesn’t open your email, your brand name will remain in their minds, making you more likely to receive a click the next time they conduct a web search.
6. Use SEO Keywords for A/B Testing
We mentioned it briefly in number two, but it bears repeating: A/B testing should be used in your email campaigns, just as it should be in your landing pages and other content.
You should test various versions of emails using SEO keywords to see which ones produce the best results.
Experiment with subject lines, preview text, and body copy that include your brand’s most popular search terms.
What’s even better is that it works both ways. Are you getting great results with a specific keyword in emails? It will help drive traffic to your site if you include it in your SEO terms.
7. Request feedback
Every company claims to be the best in its field. Consumers, on the other hand, are aware of this and take it with a grain of salt.
Reviews, on the other hand, have a far greater impact on purchasing decisions because they validate your marketing claims.
After all, 98 percent of people read online reviews. People are just as likely to believe online reviews as they are personal recommendations.
And as you know, email marketing is a great way to reach out to them.
When the novelty of your solution is still fresh in the customer’s mind, post-purchase is one of the most effective times to send them.
To make it easier, personalize your emails and include links to review sites. Keep your email short and sweet, and you’ll get a lot more responses.
Asking for reviews is especially useful if you’re doing email marketing for a local business. They will not only improve your local search ranking, but they will also give customers the impression that they are helping someone in their community.
Email Marketing And SEO Go Hand-In-Hand
All of your digital marketing channels are part of a larger campaign.
They’re all interconnected, and by taking a holistic approach, you can use them to your advantage while also assisting each other to perform better.
You’ll get more qualified traffic to your website if you improve the quality of your email marketing.
You can also send people to specific pages where they’re more likely to stay longer and interact with your content. As a result, their chances of converting increase.
Sending your content via email also increases the number of shares and visitors to your site. It encourages other websites to link to your content, enhancing your authority.
And when all of these things work together, your SEO efforts will be more effective.
Learn more from SEO and read Top 10 Shopify SEO Apps and Tools to Boost Organic Rankings.
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