Have you ever heard the expression "that's the tail wagging the dog?" It basically referes to a situation where a small part (the tail) is controlling the the bigger and more dominant whole (the dog). Well, it's an interesting way to compare the role of email in your web marketing strategy where email is the tail and your website is the dog (i'm not saying your website is a dog).
Email Strategy - The Secret Weapon
I simply can't overstate how important email is for your overall website marketing strategy. Developing a strategy to collect visitor emails and market your business by email is the single most important thing you can do to improve the results of your website.
The Sledgehammer Approach - More Visitors
The first (mis)step most site owners take is to pour all their efforts into generating more and more visitors. That is okay, you want more traffic, but if you are only converting a very small amount of those visitors into paying leads, prospects or customers then this will be an expensive and thankless task.
The Trick
Most websites convert maybe between 1% to 2% of visitors. The other 99% of visitors, arrive, leave and are likely never going to be seen again. 99% of all the time, effort and money spent getting them is wasted, flushed down the virtual toilet never to be seen again.
The real scope for improvement here lies with the 99% of visitors that leave without having made contact so the real trick is to find a way to convince these people to provide you with their email address. Now you could just ask, and you will get a few, but that is not the best way. Ideally you need to identify some information or some other incentive that you can exchange for their email address.
Some Figures
Lets assume that you get 1000 visitors a day and an average of 1% makes a purchase so that's ten sales a day. Well, maybe 20% would give up an email address in exchange for a strong incentive and that is a list of potential customers who are pre qualified as being interested in your product / service.
So, as you build your list, you can send out an email campaign to each visitor further promoting the benefits and value of your product and maybe convince 50% of these people to make an eventual purchase.
Who, How, What, Where - Email Strategy
There are many options for what you will use to convince people to give up their email, for what the content of your emails will be and how you deliver them to your prospects. To boilerplate service does not work, we need to look at your market and determine what is valuable to them and build the specifics around their needs.
How we can help
This is not as difficult as it may sound, you know your customers, you know your market and with a little help we can create a strategy and then help you with the technical aspects.
You could spend a fortune to double your traffic and sales with Search Engine Optimisation but you could likely double, triple, quadruple your sales from your existing traffic with this strategy - Interested? And hey, once you have boosted your sales, well, you can look at that SEO again as you know that you are getting your money's worth from the traffic.
Get in Touch
We offer a free 30 minute consultation for new customers so if you would like to start winning online, get in touch today for a chat.
