• So You Sent an Email – What’s Next?

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How to keep the conversation going after an email marketing campaign

So your email marketing campaign went out. You saw an increase in website traffic, in Facebook views, and additional calls started rolling in.

Now what?

Take a look at your website analytics

Email marketing campaigns can bring in a great deal of traffic to your website linked in the email. This burst of data following a direct email campaign can help your business get to know who your visitors are, what they’re looking for, and turn them into customers.

There are six main KPIs that demonstrate crucial details about your website visitors.

  1. Sessions: Total number of active visits to your site
  2. Users: Individuals that visited the site
  3. Pageviews: The total number of pages that users visited on the site
  4. Pages / Session: The average number of pages viewed by a user in a session
  5. Avg. Session Duration: The average length of time a user engaged with the site
  6. Bounce Rate: The percentage of users who only viewed a single page before leaving the site

Is your new website holding up?

Maybe you sent the email marketing campaign out to promote your business’ new and improved website. The influx of analytic data right away can help your site be successful in the future. Pageviews are great KPI to take a look at in this case. Are viewers staying on your site and clicking through to your additional pages? This indicates your new site is keeping viewers’ attention and providing the information they seek. Capitalize on this by adding even more important content throughout the site that’s relevant to the email that captured their attention in the first place.

Is it time for a website facelift?

With this spike in data following the email deployment, this is a great time to take a look at your bounce rate. How is your website’s content holding up with new visitors? Are they sticking around and looking into the information you are offering? Is navigating your site simple and easy to find the right page?

If your bounce rate is very high, this is analytic proof that it’s time to update and improve the content on your site. Inviting and readable content that’s on-topic and answers the right questions will keep viewers on the site. Or, if your site is very slow and it’s driving people away, it may also be time for a site upgrade to improve load times. 

Integrate

After reviewing your website analytics, integrating the information gained from your email into your broader marketing strategy is the best way to keep the conversation going with potential customers.

Here are three great ways to integrate your email into your business:

  1. Ask your customers. Follow up with your customers when they come into your store or business. Asking them what brought them here, where they heard of your business, or how they heard of a sale are all great ways to pinpoint where your leads are coming from.
  2. Share your email on social media. The information and design created for the email campaign is valuable. Adapting the creative or coupons for social media gives you another platform to be seen and shared, and repurposes your existing materials.
  3. Gather your leads. Start a database of new emails, phone numbers, names – anything that was a result of your email. Invite them to connect on social media, introduce them to products specific to their needs, and reach out with more offers. Connect with these potential customers the same way you would with anyone who walks into your business. The difference here is the new ways you are able to track the prospects.

It’s time for a follow up campaign

Email marketing campaigns are an effective means of communication from your business; a follow-up email is a perfect way of keeping the lines of communication open.

How do you follow up? Industry standards state best practice for a follow-up email campaign is to wait 3 weeks after the first blast is sent out. If the original campaign was alerting potential customers of a sale, perhaps try sending out a follow up with a special event, or a product recommendation.

Adding personalized recommendations into marketing emails can increase sales conversion rates by 15-25%, and click-through rates by 25-35%! This also helps limit the “bombardment” effect and adds value to your direct emails making them worth opening and clicking through.

When sending out your follow up, take into consideration what you learned from your first email campaign. This time, prior to your email, be sure your business website is active and up to date to prepare for the incoming traffic. Keep information current on all pages – especially those related to the email content – to encourage navigation throughout. And plan new ways to integrate your email marketing campaign into your business, both digitally and not!

ThriveHive
ThriveHive
ThriveHive combines easy-to-use tools and expert guidance to help businesses stand out and get found online. Learn more about our guided marketing and advertising solutions here.

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