As a marketer, you keep looking for an option for driving traffic to the website. There are multiple marketing mediums to grow visitors to the website. But increasing website visitors will not help your business if those visitors don't engage with your website. The thing is that the audience's attention span has decreased, so you need multiple ways to target and retarget your target audience. There is one effective marketing medium, email marketing, that lets you create a marketing funnel to engage your audience at different stages.
You can engage your audience with email marketing in a more personalized way. At this age, all websites use the subscription form on their website. I am assuming that you all have an email list. If you don't have email lists, I have described how you can grow email list here in another write-up.
Following email marketing activities, you should include increasing audience engagement on the websites.
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- A welcome email increases audience engagement and adds brand recognition
- Clever placement of call-to-action buttons is essential
- Sending emails to inactive users boosts engagement of the website
- Milestone emails help you build an emotional connection with your customers
- A life cycle email campaign lets you engage with the audience at a different stage
- Ask for feedback with email marketing
A welcome email increases audience engagement and adds brand recognition
There are many ways to website engagement with email marketing. First, I shall be writing about how you can engage with the new subscribers. You must send welcome emails to the new subscribers, sign-ups, or first-time purchasers. Sending emails to new subscribers will help you build an image for your business. It's advisable to create a template for welcome emails. You can also use an email marketing automation tool. These tools help you in scheduling emails.
Once the user subscribes, the subscriber receives a welcome email and gets added to the automated series of emails. With an email automation tool, you don't have to add an email to a specific list now and then.
Clever placement of call-to-action buttons is essential
Often marketers place a call to action at the end of the content. Ideally, it is not the smart way to promote your business through email marketing. However, marketers will say that placing more CTAs in a single email will be salesy. But, it would be best if you also gave your audience plenty of options to take direct action. However, it also depends on the type of emails you are sending.
For example, if you educate your customer, the number of CTAs will differ from a promotional email. However, these CTAs will help the audience land on your website and boost the audience's engagement. So the next time you create an email campaign, do give time to place the CTAs button corresponding to your content.
Important Note: Email marketing is a proven method to boost the audience's engagement. However, successful email marketing requires immaculate planning and execution that must include all the needed ingredients.
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Sending emails to inactive users boosts engagement of the website
Acquiring a new customer is always costlier than retaining a customer. There are different methods to hold on to a new customer—one of the effective ways is to reach to customer's inbox. If you have an eCommerce website, you know your dormant customers well. You can target those customers with email marketing. You must dig some data before sending mail to your inactive customers. Sending random promotional emails won't be helpful.
You must check their purchasing pattern. Send mails of products closely related to their last or previous purchases. You can also send discount offers to your old customers. It will help you in driving direct traffic to your website.
Inactive users don't only mean those who have stopped buying from the website. For example, customers who visit your website and don't make any purchases are inactive. However, they engage with the website but do not add anything to your business revenue. Therefore, you must also include those customers in your behavior-based email campaigns.
Milestone emails help you build an emotional connection with your customers
In this digital age, emotional connection is missing in most people's lives. We all are so busy that we forget to do little things that give us joy. As a brand, you must not miss sending milestone emails. A milestone email is your customer's anniversary with your brand, birthday, or special day you think is vital for your customers. Milestone emails are the best example of personalized emails. How better you personalize and give a simple smile on your customer's face will guarantee the bond between your brand and the customers. These emails also leave a mark in customers' memory. So the chance of customers coming back to your website increases.
A life cycle email campaign lets you engage with the audience at a different stage
A life cycle email campaign is also popularly known as drip marketing. You can create a series of emails with the help of email marketing software that also has automation. It helps you target your audience at different stages of the marketing funnel. For example, behavior-based emails you can send with marketing automation. One of the advantages of using an email automation tool is that it makes lead nurturing easy.
In addition, an email marketing automation tool can educate your prospects and boost engagement with different varieties on the website. Finally, a good email automation tool makes marketer life easy by reducing time because you won't have to do similar things repeatedly. So you must include email marketing automation in your marketing armor.
Ask for feedback with email marketing
Email marketing services offered by different SaaS companies also include a customer feedback facility. Customer feedback lets you know the likability of your customer. Accordingly, you can improve your campaign; hence, engagement with the website will also improve. In addition, you can include a survey form or directly ask customers about the shortcomings of your offerings.
It would help if you did not ignore email marketing metrics like open rate, bounce rate, unsubscribe rate, and click-through rate because these metrics help you improve your email campaign. You can't have a better engagement on your website if your email campaigns are unsuccessful. Therefore, it is vital to know the email marketing automation glossary to understand email marketing better. A successful email campaign helps you improve audience engagement of the targeted website hence the business also improves. So if you are not leveraging email marketing, you must start taking advantage of it.
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