It’s the bread and butter of your career, but it can also be the bane of your existence.
Calling targets like sirens, whether they’re in an office down the hall or on a beach vacation around the world, is almost inevitable. And, without it, the modern world cannot function.
Of course, we’re talking about email marketing.
Often more modest sales than other types of marketing, it provides an incredible ROI, with an average rate of return $36 per spend.
But what exactly is it?
according to Wikipediaemail marketing is “the act of using email to send commercial messages to a group of people.
In the broadest sense, every email sent to a potential or current customer can be considered email marketing. It involves using email to send advertisements, request business or solicit sales or donations. “
For digital marketers, this mainly means one thing: directing recipients to a website to get more information, make a purchase, or perform other actions.
In other words, traffic is the name of the game.
But can you really use email marketing to increase organic traffic? certainly!
A key part of SEO (Search Engine Optimization) are off-page factors, including social media shares and backlinks.
High-quality traffic can also affect your site’s ranking in Google and other search engines.
And, one way to encourage all of this is through effective email marketing.
So, let’s look at the $10,000 problem: how Do you use email marketing to drive traffic?
Here are seven ways to increase traffic to your website:
1. Precise aiming
Bounce Rate – This is a dirty word in online marketing.
While there are things like email bounce rate (i.e. emails returned by recipient servers), what really matters to digital marketers is website bounce rate, i.e. visitors who leave your website without taking action percentage.
This is where email marketing really shines. Whether you’re buying listings or building your own, you should have some basic information about your audience that will allow you to run highly targeted campaigns.
To drive traffic, your email campaigns should be sent to people who are genuinely interested in your content, whether it’s because they’ve expressed some interest in the past, or because your content can help address a current pain point.
These types of visitors are likely to spend longer on your site, which shows search engines that your site is a great resource. Google will recognize the authority of your website and increase your ranking accordingly.
2. Understand user intent
Why are your email destinations opening your messages? Because you’re giving them something of value, they see some relevance in what you’re sending them. (or maybe you just write The best subject line in the world.)
There are three main types user intent And email marketing can be used for all of these:
- navigation – The user tries to access a certain site, in this case, congratulations, the job is done.
- informational – Where users are looking for information.
- transactional – When the user is about to make a purchase or take other online action.
If you also run your organization’s SEO, you’re probably familiar with this concept.
If not, go with anyone and ask them to provide long tail keywords Or descriptive searches that drive people to your site.
Then, use these to craft email messages that connect with your audience.
By providing content that meets user needs, you can weed out low-quality visitors, enhancing your SEO by improving access quality.
3. Newsletters with exclusive content
Once you know what your target audience is looking for, you can create content to address it.
And, regular newsletters with exclusive content are a great way to keep your brand in the minds of consumers.
Show your audience your brand values and build your reputation as a thought leader in your field by sending weekly or monthly emails with relevant information.
If you have a corporate blog, this is a great source for digging into content your audience can’t get anywhere else. By clicking “read more” in your newsletter, they are doing what you want – visiting your website.
4. Integrate email and social media
On their own, both email and social media marketing are useful tools. But when combined, the effectiveness of both increases exponentially.
use your social media presence Invite followers to subscribe to your email list and vice versa.
Not only will this build a rapport, but it will also allow you to develop a more personal approach to communication.
Include a “Share” tag in your emails so recipients can cross-promote content.
Incentive-based referrals are another effective marketing tool you can use to engage with your customers, such as “Follow us on Facebook for 10% off” or “Send this link to a friend to get an exclusive eBook.”
Sharing email content like this can drive searches and traffic to your website.
5. Personalize your email content
Which email do you think will get a better response: one with a generic opening like “Dear Customer,” or one that says “Jeff, we’ve got a special offer for you!” (assuming your name is Jeff, otherwise that would be weird).
As a marketer, you probably already know: Personalized emails have better open and click rates – It’s just when they use the recipient’s name.
If you really want to maximize the impact of your emails and increase traffic, you need Use segmentation.
By breaking your list into smaller groups based on certain criteria, you can provide relevant content that is more likely to get clicks.
For example, let’s say you’re running an email marketing campaign for a computer store that sells both Macs and PCs.
By dividing your lists into Mac-using and PC-using lists, you can ensure your content is relevant to recipients.
You can take the shotgun approach, but probably very few people are interested in both, so you start to run the risk of becoming annoying and causing unsubscribes.
Even if your audience doesn’t open your email, your brand name will still come to their minds, so the next time they do a web search, you’ll be familiar and more likely to get a click.
6. A/B test with SEO keywords
We covered this briefly in point 2, but it’s worth repeating.Your email campaigns should use A/B testingjust like your landing page and other content.
You should try different versions of emails with SEO keywords to determine which ones get the best results.
Try placing your brand’s most popular search terms in the subject line, preview text, and body text.
The nice thing about this is that it also works in reverse – find you’re getting great results for a certain keyword in your email? Try adding this to your SEO terms, it will help drive traffic to your website.
7. Ask for Comments
Every brand will claim that it is the best in the field. But consumers know it and take it with a grain of salt.
Reviews, on the other hand, have a much greater impact on decision-making because they give legitimacy to your marketing claims.
after all, 98% of consumers read reviews. People tend to trust online reviews as much as personal testimonials.
Smart marketers like you know that email marketing is a great way to reach them.
One of the most effective times to send them is after purchase, when the novelty of your solution is still fresh in the customer’s mind.
Personalize your emails and include links to review sites to make it easy. Keep your emails short and you’re more likely to get a response.
If you are doing email marketing for a local business, request a review Especially helpful. Not only do they affect your ranking in local search results, but they also make customers feel like they’re helping someone in the community.
Email marketing and SEO go hand in hand
Your digital marketing Channels are all part of a larger campaign.
They’re all interconnected, and with a holistic view, you can use them to your advantage and help everyone perform better.
If you improve the quality of your email marketing, you will drive more qualified traffic to your website.
You can also target specific pages where they are more likely to visit longer and engage with your content. This in turn increases the likelihood that they will convert.
Emailing your content can also get more shares and attract more visitors. It increases your credibility by encouraging other sites to backlink to your content.
All of these work together to help make your SEO efforts more effective.
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