As online marketing becomes more sophisticated, marketers tend to specialize in particular fields. Email marketers often operate separately from web designers, who in turn work separately from SEO specialists (unless you’re a do-it-all bootstrapper, of course). But the thing we’ve always tried to emphasize to our readers is that the parts of your marketing machine are much more effective when they work together.
Nowhere is that more true than for your email campaigns and website design. For one, your website is probably one of the main channels through which people sign up for your email list. On the other hand, it’s absolutely crucial that your email campaigns point people to your website, where they can learn more about your company and your products.
How can you design an email campaign to be as impactful as possible, with the help of your website? Here’s how to do just that, in 10 easy steps:
- Plan ahead. Before you even start writing the email, think about exactly what you want it to accomplish. Then, you will have an exact goal in mind when going through the rest of these steps.
- Choose the landing page. Decide which page of your site you’ll want the reader to land on. If this is a large, multi-email campaign, consider whether it may be worth it to create a specific landing page that caters specifically to the subject of your email (sending people to your Home page is not an option).
- Create the call-to-action. Come up with a call-to-action for the end of your email that will get people to click over to your website.
- Write. Write the body of your email, keeping in focus the ultimate goal of the campaign and the call-to-action you’re including at the end. The whole email should feel like one smooth transition to that call-to-action.
- Choose a good image. Emails are no different than blog posts and social media posts in this respect: those with an eye-catching image will always get more clicks.
- Use a button. Create a button to place alongside your call-to-action, because buttons have been proven to be more effective for clickthroughs than standard links.
- Craft an open-worthy subject line. Now that you have the entire email written, create the subject line, remembering to keep it short, interesting (so the recipient will actually open the email), and not overly “spammy”. Think about what catches your attention when you are scrolling through headlines.
- Do some testing. You may want to consider A/B testing multiple email subject lines or calls-to-action to learn which ones work best for your customers.
- Do even more testing. Likewise, you may want to test the best day of the week and time to send emails to your customers by comparing the open rates of emails you’ve sent at different times. The common wisdom has been to send emails between Monday and Thursday, but data shows that for certain retail sectors (such as hobbies) the best time to send may actually be on Friday or over the weekend.
- Check your analytics. Finally, check your web analytics to see how many people are visiting your designated landing page from the email campaign, and where they’re going once they land there. Adjust your email strategy based on your findings.
Not sure how to optimize your email campaigns to lead more people to your website and increase conversions?
Little Jack Marketing can help. Contact us today to explore our range of email writing and design services that incorporate the use of targeted landing pages to boost the impact of your emails.