Aligning Your Website with Your Email Strategy
A good email marketing strategy is integral to attracting new customers and maintaining current relationships, and companies relying on an email marketing solutions provider are already sure they are sending appropriate messages to permission-based and targeted recipients. However, if a well-organized email with a clean layout directs recipients to a lackluster website where the information they need is difficult to find, they won't stick around too long.
Without an inviting and intuitive website geared toward your intended customers' needs and interests, you're going to see a high bounce rate as visitors leave the home page as soon as they arrive. And each customer who clicks away from the page is another lost sales opportunity. If you don't see the return on investment of your email marketing campaign that you would like, then it may be time to redesign the website to ensure that customers find the information they need, as promised in the emails they receive. The following three tips can help you to create a website strategy that leverages your marketing emails while maximizing click-throughs and minimizing the bounce rate:
Develop customized microsites: By creating landing pages designed according to your customers' preferences, they will have better user experiences and more easily find what they need. But this doesn't entail putting time and resources into creating individual websites for thousands of customers. Instead, you can send your customers personalized URLs (or PURLS) — microsites that use customer data to automatically generate landing pages with the unique text, headlines, articles and applications most likely to appeal to each subscriber.
Use tracking codes: By using distinct tracking codes for all of the links in the emails and PURLs, you will have important data about how customers get to your site and what they do once there. Armed with this information, you can determine the content that resonates most with your audience and adapt the website accordingly.
Work with a partner: Achieving alignment between marketing emails and the company website is no easy task. To develop a successful strategy, it's a good idea to partner with a company experienced in email marketing campaigns. Working with a partner to develop a web strategy more in line with email marketing efforts is not only more efficient, but it will also result in more consistent branding across all of your assets.
After putting time and resources into your email marketing strategy, the last thing you want to do is direct customers to a website that drives them away. You can ensure better alignment between the two by creating a web strategy focused on the very people your emails are designed to reach.
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