While every business should be focused on sales, thinking about how to convert site visitors to email subscribers is essential for long-term success. The truth is, most people are not ready to buy when they reach your site. Smart marketers and entrepreneurs are thinking about how they build an audience for the long haul by capturing the contact information of site visitors before they vanish into thin air, so they 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.
Despite claims that “email is dying", email marketing is actually having its second coming of age – email is not going anywhere, and there are new strategies and practices in play to amplify your email marketing efforts.
As an ecommerce marketer, you’re already familiar with the New Email. Build for mobile. Keep it short, since emails are only browsed. 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 emails, there is no point to an email marketing strategy. And just as all aspects of email have adapted, how you grow and maintain your email list is overdue for an update.
The fact is, even in 2017, 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.
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 3 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.
So, are you ready to start focusing on converting your site visitors to subscribers and customers? Through our experience working with more than 100,000 businesses we have developed a series of best practices that you can apply to your existing website to help drive on-site conversion by thinking strategically about your audience, delivering the right message at the right time, and using offers to your advantage.