Email marketing has been a part of online marketing efforts for years now. But, Internet users have become extremely leery of it. They do not want to get a email box full of spam from a company that they visited once. Website visitors have become more and more hesitant of providing their email addresses to any website.
If you are lucky enough to get the email address of a customer or a lead, you need to use it carefully. Sending too many emails or low quality ones will backfire and get people to drop you from their email. If you are doing a website redesign, you should update your email marketing efforts to coincide.
Here are a few tips on how to get better results with email marketing:
1. Optimize the Subject Line
Your subject line will be the first thing your recipient sees when they open their mail. If they see a generic subject line, they will not open it. Your subject line needs to say who you are and what the email is about. For example: "The Top Weekly Tips and Ideas from Company X" instead of "Your Newsletter."
2. Make Sure Your Sender Name Shows Your Name
A major reason for people deleting emails is not knowing who the sender is. You need to be upfront and put your name on the email. Your sender name should be something like "John Smith, Founder of X Company" instead of "John" or "X Company." You want to give a sense of professionalism and openness to your leads.
3. Less Content is More
Much like a web page, people open emails and want to get the important details right away. A long drawn out email with tons of pictures and text will make people close the email as fast as they open it. Your email should be to the point and offer a link to the website for more information.
4. Do Not Send Single Image, Flyer, or Link without Reference
Spam often contains a single image, or a single link, or a single flyer without any text. Many email users will see an email like that and automatically delete it or send it to their spam folder. That is the last thing you want to do. Make sure you provide a formatted email with text to avoid that problem. It might take more time, but the results will speak for themselves.
5. Invite Recipient to Read More on Website
Related to Tip #3, you want to give the recipient a call to action within the email. That CTA should provide an invitation and link to read more about what you are talking about on the website. That link will go to a landing page where the email recipient can get the details your email hinted at. When doing your website redesign, you can add landing pages where people will come to see more information.
6. Time of Day is Critical
Did you know that most email goes out in the morning before noon? But, most people do not open the bulk of their email until afternoon or evening. So, if you want your email to be at the top of the pile and opened quickly, sending it in the afternoon is actually a better idea. There are also more popular days of the week.
These tips show you how you can make your email marketing campaigns be more effective. With a few changes to your email marketing, you should see more leads coming in and more leads converting to sales. That can interlock beautifully with your website redesign efforts. Give your marketing a new face and a new strategy.
How are your online marketing results doing? Anyone who runs a business online needs to have an eye on how well their marketing efforts are going. If you have not done so recently, you need to take a look. You may be surprised that your current efforts are not giving you the results you want. If you are thinking about doing a website redesign, improving your online marketing results should be a primary goal for the effort.
Here are five ways to improve your online marketing results:
1. Better Calls to Action
A call-to-action is any action you want the visitor to take while on your site. Simply putting a button on the page is not enough. If you want your visitors to do something specific, such as share their name and email address, you have to give them a reason to do so. Using better calls to action will improve your lead numbers and give you leads from highly qualified visitors.
2. Amazing Landing Pages
Landing pages give your visitors a special place to come to rest on your site. They have likely done a search on Google or a similar search engine and came across your site as one of interest. Ideally, your landing pages should target a specific keyword or product. For example, if you sell auto parts, you may need a landing page for each part manufacturer or car brand. Landing pages need to address the specific needs the customer is looking for and hint at much more available on the rest of the site.
3. Lead Nurturing
With good landing pages and better calls to action, you will likely see your lead numbers going up. And the quality of those leads is going to be higher. The next step in your online marketing efforts is lead nurturing. You want to nurture leads so they become sales. You need to build trust with your leads by building a relationship with them. That happens through quality content and social media interaction.
4. Have a Great Blog
You may already have a blog that you update on occasion. But, when doing a website redesign, it is the time to take your average blog to the next level. Blogs offer so many opportunities to build relationships with leads, new visitors, and existing customers. The most important things to remember with a blog is provide quality content, regular updates, and make your visitors want to come back to see what else you might have to offer. Read: Facts about Blogs
5. Participate in Social Media
You may have been avoiding going on Facebook or using Twitter. Social media is not a passing fad. It is a force you should embrace. If you want to improve your online marketing efforts, you need to embrace at least a few social media channels. As part of your redesign, integrate them into your website and your marketing efforts. You will start to develop a following and those followers are more likely to share your company with others.
A website redesign is the perfect time to take a fresh look at your online marketing strategy. It offers an opportunity to see how you are currently doing and set goals on where you want to go. With those goals in mind, you can get going with your redesign efforts and see the results you expect.
Improving your online marketing strategy should be a part of any website redesign effort. One important part of this is to define your target customer. When you understand your ideal customer, you can refine your website, its content, and the SEO efforts around it. Those efforts will get highly qualified customers to start visiting your website.
How can you define your ideal customer?
The best approach is actually to ask your customers some questions. Ask some of your best customers to fill out a survey. If you cannot ask these questions of your customers or do not want to bother them with a survey, you need to answer them yourself.
Here are some questions to get you thinking about your target customer:
All of this information gives you insight into the target audience you want to attract to your website. What you may find is that you have more than one target customer. Many companies offer services or products that take in multiple groups of people. Identifying all of your ideal customers helps refine your online message. Ask these questions of a wide range of customers before you website redesign to find out if you have more than one ideal type.
When going through a website redesign, you need your target audience clearly defined before you begin the design process. What you learn with those questions will guide your content, your SEO focus, and even your color/theme choices. Take the time up front and give your redesign the focus you want.
A professional website redesign is more than just adding new graphics and a new color scheme to your current site. You need to look at where you are now and decide where you want to go with the new design. You need to know what you like and what you do not like. You need to know what your competition is up to and how you want to counter that. All of this is part of a solid redesign effort.
To help focus your efforts, here is a seven-point checklist for your website redesign:
You can use this checklist to prepare for your redesign. Take the time up front to get the information gathered and to choose the right web agency. It might seem like a lot to do, but the effort is well worth it when you seen your new website premiere.