Emails are a critical part of web marketing
Let’s see if any of this sounds familiar: your content team has just written the most amazing blog post. It’s been published on your site and promoted via social media. But, alas, nobody is reading your blog post.
If this has happened to you, maybe it’s time to start leveraging email marketing. In fact, email marketing is still one of the most effective ways you can communicate directly with your customers, as long as it is done correctly. Here are some tips to make sure your emails engage your audience from start to finish.
Write a short, attention-getting subject line
The subject line is actually the most important part of your email. It’s the first thing your reader sees and it needs to be compelling enough to make them want to click. A good rule of thumb is to make sure your subject line is short (only about 5-10 words maximum) and creative. Hook your readers with a question, a unique fact, a current news trend or something else that will catch their interest.
Make the email conversational
No one wants to read an email that is too promotional and does not relate to them. Incorporating a conversational tone will allow you to connect better with the reader and engage them until the end.
Keep the copy to around 2-3 small paragraphs
Studies show that the attention span of your audience is about less than a minute when it comes to email. This means you got to make the copy tight and straight to the point. This will allow your audience to quickly read your email so they then in turn will visit your website.
Include a high-quality photo
According to research, emails have a higher conversion rate when a photo is included. A great place for the photo is at the top of the email before the text or on the top right or left of the email.
Include a call-to-action
After your audience is done reading your email, what do you want them to do? Make sure your call-to-action is clear at the end of your email. Many successful marketers include a link to a landing page or to an article as their call-to-action.
Send often, but not too much
If you send out too many emails, you will end up getting a lot of unsubscribers. To avoid that, send out your emails at least once or twice a month at the minimum and no more than once a week at the maximum. How often you send out emails will largely depend on the nature of your business and the content you are pitching in your email.
Following these tips will help to improve the effectiveness of your email marketing and can ultimately increase the amount of traffic on your website.
Website not generating leads? Here’s how to turn that around
While it’s wonderful that websites exist to bring awareness to your product or service to the more than 20 million shoppers currently online, there is a downside: there’s lots of competition out there. Which means your website may be getting lost in the shuffle. And which also means your leads aren’t what they should be.
This could be for a lot of reasons. As you take a critical look at your website, keep an eye out for these common mistakes:
Complicated design: How is the navigation on your website? Can your visitors easily find your landing pages as well as your products and/or services pages? If your website is too complicated and people can’t find what they’re looking for, you’ll need to do a redesign.
No clear call-to-actions: When people visit your website, what do you want them to do? Having clear call-to-actions are crucially important to generate leads and it can be done through a variety of ways. Some popular call-to-actions include an email newsletter sign-up, a contest, a giveaway, a whitepaper, an ebook, or a discount or some other kind of promotion. Make sure the call-to-action is easily visible through a button above the fold on your homepage or landing page.
No email marketing plan: Believe it or not, there are companies that still do not email their customers regularly. Sending out an email at least once a week is a great way to continually receive new traffic on your website. Your traffic, however, will only grow if you add more email subscribers daily. A good way to do this is by occasionally offering something for free like an ebook, a whitepaper, or a contest or prize giveaway.
Low or no social media or SEO presence: If you’re not receiving much traffic on your website, you’ll need to take a good look at your social media and SEO efforts. Social media can help bring in a steady stream of visitors as well as more engagement to your site, especially if you’re offering something your audience wants. Along with social media, you’ll need to make sure your website is driving enough organic traffic for targeted keywords on search engines. SEO will bring in more traffic than even social media and PPC combined if it is done correctly.
Lack of landing pages: Many company websites are missing landing pages, which are crucial for online marketing efforts. Landing pages drive consumers to your call-to-actions so they don’t have to hunt through the navigation on your homepage to find the ebook, whitepaper, giveaway, contest, or promotion you are offering. Landing pages will also help you capture more email addresses and accurately measure online traffic.
As you can see, there are plenty of things that can prevent the success of your website. Make sure you’re avoiding the things mentioned above so you can drive more online traffic.
Do any of these five things accurately describe your website or do you have any other questions about how to generate more leads online? If so, leave a comment below.
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