When it comes to online marketing, an often-overlooked tool is e-mail. A lot of brands focus too much on social media and neglect the power of e-mail marketing. That’s why this article is here to explain how useful e-mail can actually be, and how to harness its power.
What E-mail Can Do for Your Traffic
There are a number of ways that e-mail can work wonders and boost your traffic. For starters, e-mail can encourage engagement from existing clients or even bag yourself a few newbies. For instance, if you write a great article on your site, you can e-mail existing readers and subscribers about the new post and increase your traffic.
Using a good ‘call to action’ in your emails can increase engagement on the post, such as asking for users to leave a comment or linking them to other social media channels. Promoting other social media is an excellent way to drive engagement; think about how much user engagement would increase if your e-mail subscribers also followed your accounts on Twitter, Facebook and others.
Similarly, you can drive regular content consumption by asking readers to subscribe to email lists that will send them periodical newsletters or discounts when they are available. These are called content hooks and are a good way to increase user engagement. Speaking of which, discounts and offers sent out by email is an excellent way to drive engagement.
Lastly, e-mail is a great way to create content that works. Writing long e-mail newsletters is handy when you can turn them into posts on your site. Simply add a few links here and there and change parts of the content to make it a brilliant stand-alone blog post. This even could help to your search engine rankings because it provides fresh content to the site.
Now that we know how it helps, what can you do to craft perfect e-mails by taking lessons from email copywriting?
Create an Intriguing Subject Line
Nobody will click on an email with a boring subject line, so it’s absolutely vital to nail this. This is a great opportunity to use words that will appeal to your target audience. Research has shown that people are likely to ignore or delete e-mails with words like ‘buy’ or ‘deal’ in the subject line, so be sure to avoid this, and instead use your SEO skills to find the optimum keywords that will encourage readers.
Keep on with the Keywords
In addition to including keywords in the subject line, make sure to sprinkle a few throughout the body text. If the recipient files the e-mail in a ‘read later’ file, keywords will help the user find the message when they search. It also makes it easier to sell products or services when using relevant vocabulary.
Make it Personal
Selling becomes easier when you develop a relationship with clients and customers. This can be difficult when you don’t actually know the person, but anybody in business knows that you can create a synthetic relationship through language. For example, make sure you address the recipient by name, and use more personal language like using first person or writing “hi” instead of “good day.”
According to statistics, 81% of email traffic is spam, meaning email recipients are used to receiving unwanted messages. This means that, not only should you avoid sending spam, but you should also avoid sounding like spam. Consider what makes you click on e-mails you don’t usually read, and start applying those techniques to your own work.
In short, SEO and e-mail marketing can go hand in hand. It’s easy to apply SEO lessons to writing electronic messages. Remember these tips and tricks when you’re next sending out e-mails to customers, and you’ll be sure to boost your user engagement.