7 Ways to Drive Traffic Using Email Marketing

Photo by Solen Feyissa

In the e-marketing industry, email marketing is one of the oldest and most effective strategies to drive traffic to a website or landing page. This means that by smart management of your email lists, you can be successful in rocketing traffic to your website and, eventually, converting these visitors to potential customers. This article contains seven strong tactics to drive traffic to your website through email marketing.

Build an Engaging Email List

The foundation for any good email marketing campaign is a list of engaged, growing subscribers – ‘people who look forward to hearing from you’. It’s a list of people who have ‘raised their hand’ asking to have you send emails to them. You can grow your list by giving away something so great that they’re willing to trade their email address for it. That might mean a lead magnet like an e-book, a webinar, or a pre-launch discount. Remember, your list isn’t a competition for who has the ‘biggest’ but a competition for who has the ‘best’ – and businesses should be attracting people onto their mailing list because they can work with them. You’d rather have 100 super-cool people on your list than 100 million.

Personalize Your Emails

Conversion optimization is all about personalization. If your customer is known to have bought equipment for a building, then you’re far more likely to sell him another type of equipment if you send him an email that mentions ‘your house’ rather than ‘the building’. Personalize the email by putting his name in it, giving him links to other sorts of equipment on your site that you see he likes, and he’ll be far more likely to open the email and follow the link to the site. This will also make your customers feel special and valued.

Use Catchy Subject Lines

Remember that the subject line is the very first thing subscribers will read about your email, and it will decide whether they open and read on or delete and move on – so test your subject lines (questions, emojis, urgency words – whatever) until you see better open rates via A/B testing.

Incorporate Call-to-Actions (CTAs)

A call-to-action tells your subscribers what you want them to do (visit your page, register for a free demo, buy now) and helps you direct traffic to a certain area. Providing strong CTAs in your emails can improve customer conversion rates. So try to make your CTAs stand out from the rest of your text, positioning them further away from the email body. Play around with the design, color and placement to see what works best for you.

Optimize Your Sending Frequency

Mail frequency that can irritate your list is an either/or choice of too many emails or not enough. You will annoy the recipients with too many emails. If you don't send them often enough, your recipients might forget about your brand. Obviously, somewhere in the middle lies the 'Goldilocks Zone'. Target recipients with the right frequency of emails to keep them engaged, but without annoyance (or leaving them with any forgetfulness either). Keep track of your email statistics and adjust your rate accordingly.

Create Mobile-Friendly Emails

Another emerging trend is checking email via mobile devices, so it is essential that your emails are responsive to mobile devices and all screen sizes. This means that the links and buttons need to be clickable, and your recipients will explore your website further through the call-to-actions on your email.

Track Your Results and Make Adjustments

These are important in all marketing efforts, and especially with email marketing, you should of course track your results. Use email analytics to get a better view of your open rates, click-through rates (your subscribers who clicked on your emails) and conversions. Get a handle on where your visitors are clicking and engaging with, and focus on improving your email marketing approach while having a specific goal in mind, which is driving more traffic to your website.

Effectively Use Email to Boost Website Traffic

If you have a website, then using email marketing to bring visitors to your site is as crucial as any other single thing you’ll do. With these seven tips — build a great email list, personalize, create tempting subject lines, frame calls-to-action, send at the right time, design for mobile, and track, track, track — you can increase traffic to your site as well as how many of those visitors convert. Not just any traffic but meaningful conversions, turning that traffic into real customers. Not only will you be on your way to bringing more traffic to your website, if you start your email marketing today, you’ll be well underway to actually getting more of those visitors to do something that results in a real return on your investment. Contact Digital Trebuchet today for help in building traffic for your website!