Marketers, these days, are using a range of digital avenues to target their customers.
In addition to traditional advertising methods, marketers use contemporary techniques such as video campaigns, webinars, social media marketing, and more. However, regardless of the communication method you choose, it is essential to keep email marketing in the mix.
If you are still wondering if email marketing still holds charm over the populace, it does. Take a look at these statistics:
The number of global email users in 2020 was an astounding 4 billion, and this number is predicted to reach 4.6 billion within the next five years. This means that more than half the world's population has access to email, making it an expanding market marketers must leverage for their benefit.
What Is Email Traffic?
How to Monitor Email Traffic
10 Email Marketing Strategies That Drive Website Traffic
Conclusion
We’ve all heard about email marketing, but what exactly is email traffic?
Email traffic indicates the number of visitors driven to your website through email marketing campaigns. Suppose the primary goal of your email campaign is to reach larger target audiences, convey your message, and drive conversions. In that case, email traffic shows whether your campaign has been successful or not.
Email traffic is crucial because it reflects engagement from both existing customers and new leads. It helps you evaluate how well your audience interacts with your business and whether your current email marketing strategy is effective.
Monitoring email traffic is essential for understanding how well your email strategy is performing and identifying any missing components in your marketing approach.
1. Measuring Total Traffic
The standard metric is tracking the total email traffic. You can monitor traffic based on list segments or demographics. Segmenting helps you understand which groups are most engaged with your content.
2. Evaluate Conversion Rate
Conversion rate is one of the best indicators of success. You might get high traffic from email marketing, but those visitors should also take meaningful actions on your site. To improve ROI, optimize your landing pages for conversions and ensure your audience is well-targeted.
3. Track Click-to-Open Ratio
Opening an email and clicking on its link are two different actions. If many people open your email but few click, your content may lack engagement. The solution is to offer relevant, persuasive, and visually appealing content.
4. Monitor Behavioral Patterns
Understanding visitor behavior provides insights into their interests and shopping patterns. Use tools like Google Analytics to study inbound traffic, average time on page, and the number of pages viewed per visit.
5. Understand the Bounce Rate
If your site’s bounce rate is high, it may indicate unappealing content or an unoptimized landing page. A mismatch between the email’s message and the landing page can cause visitors to leave quickly. Beyond content and SEO, ensure your website’s security by using a reliable VPS to keep hosting safe and under control.
Businesses adopt different email marketing strategies based on their goals and growth stage. Here are ten proven methods to drive traffic effectively.
1. Thoroughly Understand Your Marketing Needs and Type
Without a proper marketing plan, your email strategy won’t deliver meaningful results. Each email should have a clear purpose. For example, a welcome email is different from a cart abandonment email.
Common campaign types include:
Welcome emails
Product or brand promotion emails
Seasonal campaigns
Newsletters
Cart abandonment emails
Customer retention emails
Regardless of the campaign, make sure it’s personalized, relevant, and non-intrusive.
Source: Headspace
2. Develop an Email List Organically
Building an organic email list ensures better engagement and compliance. Send emails only to subscribers who have opted in. Purchased lists often lead to low engagement or spam complaints.
Once you’ve built your list, segment contacts based on shared interests, location, or purchase history. For example, you can group subscribers by preferred products or regions.
3. Personalize Emails
Personalization drives higher engagement. A 2016 survey found that personalized emails had an 18.8% click rate versus 13.1% for non-personalized emails.
Personalization extends beyond addressing recipients by name—it can include tailored product recommendations, reminders, offers, or updates based on customer history.
According to research, emails featuring price drops on recently viewed items achieved the highest click rates (8.8%). Additionally, greeting customers on birthdays or special occasions strengthens relationships.
Source: Rent the Runway
4. Target the Right Audience with the Right Emails
Sending the right emails to the right audience at the right time significantly impacts your campaign’s success.
For instance, send seasonal offers ahead of time to boost conversions. Build relationships through relevant messaging and segment your audience by sales funnel stage to deliver targeted content.
5. Build Effective Email Content
Compelling content is vital. Customers don’t open emails without a reason—give them one.
Craft short, creative, and curiosity-driven subject lines without overpromising.
Keep content clear and concise. Avoid excessive text; limit emails to around 20 lines.
Use engaging visuals alongside brief copy.
Always include a clear, above-the-fold call-to-action (CTA).
Thank your readers to end on a positive note.
6. Balance the Frequency of Emails
There’s a fine line between consistency and annoyance. Sending too many emails can lead to unsubscribes. Maintain a balanced schedule and respect your subscribers’ inboxes.
7. Analyze the Effectiveness of Email Marketing
Launching a campaign is only half the job. Measure performance to refine future efforts.
Key metrics include:
Open rate: Percentage of recipients who opened your email.
Click-through rate (CTR): Percentage of people who clicked links in your email.
Conversion rate: Percentage of visitors who took a desired action.
Bounce rate: Percentage of emails that failed to deliver.
A good click rate indicates that your campaign is performing well.
8. Use Multiple Channels to Promote Email Subscriptions
Adopt a multi-channel approach. Promote your newsletters or offers via social media platforms like Facebook, X (formerly Twitter), and LinkedIn. Blog posts, communities, and forums can also help expand your reach.
9. Incorporate Videos in Emails
“A picture speaks a thousand words,” but a video speaks even more. Video storytelling is powerful, engaging, and memorable.
Including the word “video” in a subject line can increase open rates by 6%. Keep videos short, fast-loading, and mobile-friendly. Use them for demos, product launches, or brand stories.
10. Avoid Using “No-Reply” in Emails
Using “no-reply” prevents recipients from responding and violates CAN-SPAM guidelines. Emails should come from a person, ideally using a real name. This humanizes your communication and increases open rates.
Are you ready to create a clickable and engaging email campaign?
As a marketer, you have numerous digital tools at your disposal, but email marketing remains a cornerstone of any strategy. Stay creative, be concise, and focus on building relationships instead of hard selling.
Keep CTAs clear but subtle, maintain authenticity, and focus on providing real value. When you do, everything else will fall into place.
