Email marketing is the most successful digital marketing initiative. It generates $38 for every $1 spent, producing an eye-catching 3,800% ROI. Implementing an email marketing strategy is a great way to improve your conversion rate for the following reasons:
- You can place new leads into your email list and convert them at a later date.
- Customers can also join your email list to rapidly evolve into repeat customers.
- Your email list can turn your blog into a money-making machine.
There is a process of integrating email marketing with your website. If you’re ready to get started, here’s how you can begin.
Create an Email Marketing Campaign
The first obvious step of integrating email marketing with your website is to create a campaign. An email marketing campaign is a framework for how your marketing strategy will be conducted.
Here is what a basic email marketing campaign includes:
- Target Audience – Who are you trying to reach? Be specific. What are the demographics of your target audience? What do they all have in common, and what are some noticeable differences? (Ex. senior level executives in enterprise financial firms or working moms between the ages of 25-45).
- Funnel – How will your campaign work? What is the ultimate end goal? How will new email subscribers eventually convert? (Ex. Sign up → Welcome Email → Offer Email → Website → Checkout).
- Collateral – What offers, blog posts, whitepapers, or email copy are you planning to use to make a conversion? This is important!
With your marketing team, document the logistics of your email marketing campaign. This way, your entire company can be on the same page, stay on track of deliverables, and align with the same vision toward the goal you’ve created.
Start Producing Worthy Content
Ultimately, you’ll have to attract people to subscribe to your email list. You won’t do this by simply placing a subscribe button on your blog page. No one is going to trust you with their email address just so you can spam them with content they can already find on your blog.
Granted, you can inform your email list of blog updates, but there should be some type of unique value proposition. Produce magnetic content your audience won’t find anywhere else, such as whitepapers, e-Books, and other resources.
This is called gated content. To receive access, a person must subscribe, building your email list in the process.
Segment Your Email List
Most email marketing campaigns fail for one reason: they’re too one-dimensional. Crafting an email message and sending it to every subscriber is one of the quickest ways your campaign will fail.
All of your subscribers aren’t the same. They don’t have the same motivations. They aren’t in the same position to convert. For example, it doesn’t make much sense to send an email offer to a subscriber that doesn’t know a thing about your business.
It also doesn’t make sense to send an email containing discounts to subscribers who aren’t interested in those particular products. To increase engagement, segment your email list.
For new subscribers, place them in their own category. This category will receive relevant emails. For subscribers that are inactive, place them in a separate category. For subscribers well on their way to conversion, place them in another category.
This way, each subscriber will receive a personalized message that will convince them to convert when they’re ready.
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