Driving traffic to your website is the primary goal of any email marketing campaign. Deciding which web page to direct your audience to from your email can be a difficult decision. There are so many different options available that just one link may not seem enough, but at the same time too many links will seem like spam to your readers.
The best option is to consider two links in every email. This gives your audience flexibility and allows you two touch points to attract readers back to your website.
So what two website pages should you consider? Here is a list of some choices and their advantages and disadvantages.
The most common option for small businesses is to include the homepage on their emails. The major problem with the home page is that it isn’t specific enough to give the reader any valuable interaction or you extra information on the customer. Relying on the customer to navigate your site to find something to process them further down the sales paths is wasteful. It is more likely they would look at a few non-specific pages or leave your site.
Contact Us Page
Email marketing is all about getting the audience to interact with you. Therefore, the contact us page sounds like the perfect option. It encourages readers to contact your sales team for them to close the deal.
Though, a contact page serves no real purpose in an email campaign. The contact details for your business can be easily included at the bottom of your email. Anti-spam laws across the world also insist your physical address is included on the email. Readers will not find a contact page enticing and they will only go there if they have a problem.
A Blog Post
One of the best aspects of an email campaign is the ability to deliver useful content to your potential customers. The information should be something which they find valuable and is actionable. That is why extending that information with content from your blog could be a good option.
It is a way to demonstrate your industry authority as well as encouraging audiences to read more of your content. The more they read of your content, the higher the chance they make a final decision about whether they will buy from you.
However, the blog post does little to help you progress the audience down the sales path. Therefore, while the blog post may be highly useful, it is more of a secondary link. It should perhaps be included in the text and used as evidence for statistics.
A Product Page
A product page is probably another highly used option on email campaigns. It certainly would allow for your audience to be pushed down the sales path and allow you to collect some instant revenue from the campaign.
However, if you push your contacts too quickly they may feel pressured into buying a product. This can cause them to unsubscribe, robbing you of a potential lifelong customer.
Creating a landing page and having a precise action upon it, allows you to collect specific information on what currently interests your contacts. This can then help you with list segregation and tailored emails to specifically target groups; increasing conversion rates and the return on investment for your email marketing.
There are several options for links from your email marketing campaigns. Each option is perfect for different audiences and careful thought is needed in what is right for your readers. Selecting the ideal web page can support your business in knowing what your customers want, processing leads and generating revenue.
- See what links your audience have been clicking through on previous emails.
- Select a link which you think is best for your audience and add it to your next email marketing campaign.