5 Types of Emails That Can Drive Up Your Site’s Traffic and Engagement
By , posted on April 17, 2014

Whether you’re selling products, providing a service, building an audience, or simply want to put your content out there, email marketing is something you should look into.

One of the most effective marketing strategies on the web, a study by McKinsey & Co, found that email is hands down more effective than social media. Entrepreneur reported that the medium “is a far more effective way to acquire customers than all that tweeting and posting and “liking” you’re doing on social media–nearly 40 times more than Facebook and Twitter combined.”

Digital Trends cited the same study and noted that “People who click on emails are three times more likely to buy something than people who click through from social media, and when they do decide to make a purchase, the email group tends to spend more money.”

Now that we’ve established just how awesome email marketing can be, let’s now talk about how you can use it to your advantage. You have to remember that while the medium is effective, it’s not a silver bullet that’ll just reel in more users in a snap. You have to put in significant effort in delivering high quality messages that provide value and are easy to read on all devices. Failing to do so could result in you losing your subscribers.

To give you some ideas on the kinds of messages that you can send out, we’ve compiled some popular email types (complete with examples) to show you what’s working for other companies. Go through the items below and see if you can apply them in your own email marketing campaigns:

 

One weekly tip

Often, the best way to get people to take action is to just give them one task. Instead of bombarding people with a dozen tips, just give them a single action step. Doing so eliminates that feeling of overwhelm and it can increase the chances of your readers actually acting on your advice.

Consider applying this principle in your email marketing campaigns. Rather than typing up a novel that’s jam packed with your thoughts or advice, keep the email simple and just give readers one thing to do.

If you do your job right, you’ll not only make your message more actionable, you’ll also be able to stretch out your content calendar.

lauraroeder

Check out for instance, Laura Roeder’s The Dash newsletter. Each week, Laura sends out an email with a quick update and one actionable tip for her readers. This strategy makes her messages easy to read, understand, and implement.

 

Blog alerts

Great for those busy bloggers, blog alert newsletters enables you to kill two birds with one stone. You get to publish content on your blog AND send out a newsletter at the same time. Pretty efficient, huh?

Implementing this will vary depending on your email marketing software, but it should be fairly easy. Login to your account and see if you can find an option for blasting out your blog posts. Link your blog’s RSS feed and you should be good to go.

neilpatel

A good example of this in action is Neil Patel’s Quicksprout blog. Whenever he publishes something new, Neil sends out an email notifying his subscribers that he has a new blog post up. By doing so, he covers his blog content needs, drives traffic to his site, and keeps in touch with subscribers in one fell swoop.

 

Article roundups

If you publish blog posts several times a week, you probably shouldn’t send an email for every article. One of the top reasons people unsubscribe from a list is too frequent emails so sending out blasts numerous times a week can decrease your subscriber count.

What you can do instead is send a blog roundup email once a week that lists all the recent articles you published on your blog.

hubspot

Case in point: Hubspot. The inbound marketing company publishes multiple articles in a short span of time so rather than emailing subscribers for each article, it sends out a compilation of posts instead.

Consider following suit if you have a busy editorial calendar.

 

“We miss you”

If you’re an ecommerce site and are looking to re-engage inactive users, then send out a quick “We miss you” email to let them know just how much you value their presence. This can help put your brand back at the top of their minds, and hopefully your message will be compelling enough to drive traffic and sales.

Don’t sell anything on your site? You can still use this tactic. As you’ll see in the example below, Little Black Bag, an online marketplace for accessories and footwear sends out “we miss you” messages to inactive members. What’s interesting is that even if Little Black Bag is an ecommerce site, it doesn’t tell users to make a purchase. Rather, it invites people to leave feedback.

littleblackbag

This is a great approach because there is no pressure to buy so users will be more likely to respond. And you can even get some great feedback and insights out of it.

 

“Your product is back in stock”

This is another tip for ecommerce merchants. If someone tried to purchase a product that’s out of stock, you can ask them to give you their email address so you can send a notification when the item becomes available.

Doing so has a number of benefits: Aside from increasing the chances of you closing the sale, the “back in stock” email brings in traffic back to your site, which in turn could lead to conversions. Plus, the message helps you keep in touch and stay top of mind with users.

modcloth

The screen shot above is from ecommerce site ModCloth. The e-tailer encourages shoppers to sign up with their email address so they can receive an alert that their product is now available.

 

Hopefully this blog post stirs up your creative juices and helps you come up with better emails for your subscribers. If you’re still looking for more email ideas, tune in next week. Not only will we offer additional ideas, screen shots, and best practices, but we’ll also provide tips on how to optimize your subject lines, content, and more to improve your CTRs and conversions.

Til then, happy emailing!