The role of the email marketer is changing. Gone are the days where a single email blast will suffice. Today’s consumer has grown accustomed to experiencing content on multiple devices and at various times of the day. As a result, the strategy and approach to email marketing needs to change as well.
Rise in Multi-channel Email Marketing
In the past, a business would rely on one method of distribution—email marketing. Now, with the growing importance of digital marketing, direct mail has met its match.
According to HubSpot Blogs research, 59% of consumers have been contacted through digital channels, and only 16% reported opting-in to receive marketing emails. Additionally, 40% of consumers reported receiving marketing emails on a daily basis, and 18% said they receive emails multiple times per day.
Odds are, your customers are already receiving digital marketing from you, whether you realize it or not. Why? It’s extremely likely that they already have a buyer persona, demographic data, and previous purchase behaviors in mind when they arrive at your website. And what happens when they get there? More often than not, they discover other products and services your company offers and decide to conduct business with you.
When considering the email marketing strategy for your website, ask yourself:
- What is my target audience? Identify the type of person you’ll be relying on to purchase your product or service. What do you know about them? What questions do they have? What do you want them to know? Think of a buyer persona and create a person, then identify how you’ll reach them.
- Where will they come from? If you’re new to digital marketing, it’s imperative you consider email marketing for SEO. Even if you have a social media presence, you’ll need to implement email marketing to increase brand awareness and drive traffic to your site.
- What will they do once they’re here? Your website’s email marketing strategy should be designed to engage your audience and persuade them to take action, whether that’s to make a purchase or to provide their contact details so you can follow-up.
- What should my content strategy be? The content on your website matters, so ensure that the right content gets delivered at the right time through the right channel. For example, if you have a blog post on the importance of having a solid marketing strategy, you’ll want to ensure that your blog post and subsequent email content are aligned.
- How will I track the success of this strategy? Like any other strategy, your email marketing strategy needs to be tracked and evaluated to determine its success. This requires the collection of data, such as:
- Unsubscribe rate: How many people did I lose as subscribers because they opted-out?
- Conversion rate: How many people who came through the door ended up making a purchase?
- Average order value: What is the average order value for my account? (Don’t worry, you won’t be asked to list your items in order to get a sense of this.)
- Average time to close: How long does it usually take for customers to make a purchase after coming through the door?
Your Website Is A Business Tool, Not A Marketing Device
It’s a common misconception that your website is a marketing tool. Your website is a business tool, and it’s up to you to make the best use of it.
A/B testing different headlines, descriptions, and call-to-actions (CTAs) for your web content will help you determine the right approach for your business.
If you’re worried that a single marketing email won’t be enough to grow your business, you’re right. But if you think that your website is simply a place to promote your business, you’re wrong. Your website is a business tool, and it’s up to you to make the best use of it.