The truth is, most people are not ready to buy when they first come upon your website. To truly take advantage of your site traffic, you'll need a long-term marketing strategy. To build an audience for the long haul, think about capturing the contact information of site visitors before they vanish into thin air. Then, you can market to them later with unique content and special offers that will bring them back to your site when they are ready to make a purchase.
Email's Second Coming of Age
Despite claims that “email is dying," email marketing is actually having its second coming of age. Email is not going anywhere. Instead, utilize new strategies and practices to amplify your email marketing efforts.
Here are some facts for you:
- Email remains the #1 activity on the internet, as 94% of people who get online do so to check email (Marketo).
- 98.4% of consumers check email at least once every day, with 60% of consumers checking email more than three times per day (Business Insider).
- The ROI of email marketing is 4300%, which is double the ROI of any other digital channel.
How is that true when so much of the marketing conversation is about social media and SEO?
1. Email is a more direct relationship with your potential customer than ads or social media could ever be. As Campaign Monitor explains, 90% of email is successfully delivered, whereas only 2% of your Facebook fans will see your posts in their feed. Facebook ultimately owns this direct relationship with the user you are trying to reach on their platform.
2. Unlike reaching consumers through social media, email allows you to personally own the relationship and a direct line of communication with your subscriber.
3. Email has more permanence. Unlike a Facebook post or a paid ad, it is simple for your audience to save your email until they are ready to act and take it with them wherever they go.
How to Make Email a Successful Channel
As an ecommerce marketer, you’re already familiar with the tenets of a successful email marketing program. Build for mobile. Keep it short, since readers only browse your emails. But all the best practices in the world will do you no good if they fall upon deaf ears—er, inboxes.
The key to a successful email marketing strategy comes before you ever even send an email. Without a quality database of email addresses, there is no point to an email marketing strategy. And just as all aspects of email have adapted, it's time to update how you grow and maintain your email list.
The fact is, the value of email continues to climb, and if you think email is a dead-end for communication and conversion, it’s because you don’t have a strong list of engaged subscribers.
So, are you ready to start focusing on converting your site visitors to subscribers and customers? Working with over 100,000 businesses, we've developed a set of best practices you can apply to your existing website to drive on-site conversion by thinking strategically about your audience, delivering the right message at the right time, and using offers to your advantage.
Next, we'll focus on how to do just that.