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How Email Marketing can help you boost traffic on your website

A mix of tools is used to attract customers on the internet. Some tools, such as contextual advertising and SEO, drive traffic to a website.

Email newsletters, on the other hand, help to convert visitors into customers and bring back customers who have stopped buying.

In this article, we’ll give you step-by-step instructions on how to attract customers to your online shop or website using email newsletters. There will be six steps: a collection of the base → develops a strategy → prepare content for letters → select a service for mailings → work with a base of subscribers → analysis of mailings.

Step 1: Establish an email address database

The basis of an email newsletter is a list of contacts. The bigger it is the more clicks and conversions you can get. So if you don’t have a base yet or have a small one, you need to organize a constant gathering of email addresses.

To do this use:

Step 2. Think of an email marketing strategy

An email marketing strategy is a document that describes the goals the company wants to achieve through mailings, and the actions required to achieve those goals.

Now we will tell you how to formulate the strategy step by step.

Before you change anything, you need to find out how things are now. What’s working well should be strengthened. Fix the mistakes.

What to analyze in your newsletters:

Analyze your competitors

If the company does not sell a unique product, it has competitors and may already be doing newsletters. In this case, subscribe to newsletters and take notes: how they gather a base, how often they receive newsletters, and what they offer in them. You can note mistakes that your competitors have made in the past, so you would not repeat them, here are good examples of common mistakes in Email Marketing. Analyzing your competitors will help you see their strengths and weaknesses, take best practices from them and understand what ways to attract customers can be advantageously differentiated.

Being clear about your objectives helps you to focus your efforts on what’s important and measure the effectiveness of your mailing in the future. To make it possible to compare plan and fact, the goal should be expressed in figures and indicate the time it will take to reach it.

An example of what an email marketing goal might sound like:

Now that we have goals, client descriptions, and competitor information, we need to describe what we want to do. During the strategy formulation phase, decide on the type of content to be the basis of the mailing: informative or promotional. Your page content plays a major role as well – your content and looks must nail all expectations. If you are looking for a decent landing page creator, this list might be helpful to you. Landing pages play a huge role in marketing or advertising campaigns.

If the company sells a complex product with a long decision-making period, such as a training course, a promotional offer “outright” is unlikely to generate a large response. To attract customers, you first need to whet their interest: show them a trial lesson, describe the problem the course solves, show the benefits. An information letter series will do the job.

For products where decisions are made quickly, and the price is a key factor, such as clothes or books, promotional offers will be appropriate.

At the end of the section, note that a strategy is a blueprint in general terms. We will describe in detail the content of the letters, their design, and timing in the next step when we draw up the content plan.

Step 3. Create quality email newsletter content

The quality of your content depends on several components. First and foremost is the information. It has to be relevant and meet the needs of the client. Next is the presentation of the information. The text should be logically and attractively arranged so that the reader can perceive it. And finally, the letter must be correctly displayed on a computer or phone screen so that the customer can read it.


What to write in the newsletter for two or three months, six months? Information occasions help to solve this problem. If you look into your mailbox you’ll notice that most letters are built around these topics:

The task of an email marketer is to link info-communications with their company’s products or services. Here are some tricks to present information originally and interestingly:

The subject line announces the content of the message. It should be such that the buyer will want to open and read the email. The better the subject line, the higher the open rate.

The text communicates the essence of the message. It should be written in simple language – without clerical expressions and stamps, beginning with the main idea and gradually revealing details, checking for spelling and punctuation errors. These and other tips are described in “How to write a killer newsletter text”.

A call to action tells the potential customer what to do after reading the letter: buy, register for a webinar, join a waiting list. A time limit – “register by March 15”, personalization – “Hey Anna, special discount for you until tomorrow” and other techniques – help to reinforce the call to action.

Layout and design

Design not only affects the readability of the text. If the message is not properly laid out, it is more likely to get into spam.

Frequent mistakes in the way letters are made:

If you want to design a template yourself, you should avoid mistakes and keep in mind the email layout rules and make sure to get on track with the latest design trends.

Step 4. Choose a mailing service

At this stage, you need to choose a service that will help you to solve your task.

The main criteria in choosing a mailing service

More details about different mailing services and their differences.

Step 5. Track and increase customer activity

So you’ve launched your first few newsletters, gathered statistics. Now you need to monitor subscriber activity and improve newsletter performance. Segmentation, personalization, and reactivation can help.

Audience segmentation

Segmentation is the division of buyers into groups based on gender, age, interests. This information is collected during registration, through surveys in newsletters, when processing bonus cards.

A more complex type of segmentation is based on behavioral factors: search history on the site and purchases, frequency of purchases, subscriber activity, etc. The data for segmentation is taken from CRM systems and mailing services.

By dividing your audience into segments you can prepare more relevant email messages and increase conversion.

Personalization of the emails

Personalization is the creation of personalized newsletters which take into account the personal details of your subscribers. For example, name, city of residence, birthday, purchase history, and others.

The most popular type of personalization is the use of the customer’s name in the subject line of the text of the message. According to research, referring to a customer by name in the subject line increases open rates by an average of 20%.

Another example of personalization is when a customer is reminded that they have not completed an order. A dynamic block is added to the email, which pulls in data about the items left in the shopping cart:

If you take a look at your mailing list statistics, you’ll notice that a certain part of subscribers stopped reading your emails. Some haven’t opened a single email. You have to track their actions and inactions and react in time, i.e. reactivate them.

Reactivation is an e-mail or a series of emails that should remind your subscribers about your company and get them interested in your mailing list again.

What are the purposes of reactivation:

Automate email campaigns

Mailing automation is when you set the condition in the mailing service, in case of which the letter is sent automatically. For example, you set the condition: “If a client does not open four emails in a row, send him a reactivation email”. Automation plays a huge role these days so make sure you get the latest news about it.

You can not only set up these types of automatic emails but also reinforce them with SMS and push notifications.

Step 6. Mailing list analysis

Measuring the results of your newsletters helps you monitor your progress and adjust your actions.

Here are the top eight metrics for email newsletters:

How to get more customers: from theory to practice

In this article, we have tried to describe the basic tools for email marketing and the steps for starting mailing lists. We will repeat them so you don’t miss anything important.

A checklist for acquiring customers through mailing lists:

Now you know how to attract customers to your online shop or website with email marketing.

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