Website traffic is all about the number of visitors a particular website receives. It doesn’t only depict the organic popularity of the brand but also shows the effectiveness of its marketing efforts. Simply put, website traffic is an important metric for any business.
In fact, website traffic when combined with email marketing can improve your email performance considerably. Monitoring website traffic gives digital marketers the ability to improve their email content while bringing in more traffic and qualified leads.
Why is it imperative to measure website traffic?
Analyzing website traffic gives you a detailed insight into your visitors. As a result, it gives you a clear idea about what your prospects are searching for, thereby helping you create a highly engaging email campaign that drives better conversions. Here’s a look at the importance and need of analyzing website traffic.
Gives insight into visitor’s behaviour
Analyzing the website traffic and mapping the onsite behaviour can assist you in knowing your subscriber base in a better way. It can give you an insight into the subscriber’s demography and help you in understanding their behavioural pattern. This, in turn, can help you optimize your website and email marketing strategy, thereby increasing your engagement and conversion rates.
Accesses location and browser history
Apart from analyzing the current web performance and how subscribers are interacting with your brand, website traffic also gives you an idea about market dynamics. From determining the potential customer’s location to providing browser statistics, it does it all. As a result, it gives you the ability to attract a larger base of the customer while expanding your business reach.
How to use website traffic for better email performance?
By analyzing the website traffic, you can send your subscribers the right email at the right time while reaching them on a more personal level. Here’s how you can do it.
1. Make use of behavioral data
Every piece of data is critical when it comes to analyzing website traffic. Be it the analysis you have done through Google analytics, the behavioral analytics you have collected from your email service provider, and the data from the surveys you send, all of it are imperative to understand the needs and preferences of customers.
It can serve as a great way for creating a more realistic profile for your subscribers and help you tailor your email marketing messages in a better way.
2. Create a subscriber list through opt-in forms
Make it a point to grow your subscriber list organically through opt-in forms. Remember, the success of any business depends on the quality of the contacts. Simply put, it is important to add only such customers who are genuinely interested in your products and services.
You can do so by incorporating opt-in forms within your website. Once you have a list of subscribers who are looking forward to your products and services, you can target them well through email marketing.
See how Robert Paul Properties makes good use of opt-in forms on their website. It even allows subscribers to check such listing areas that they are interested in. It is a great way of ensuring that customers receive only relevant information.
3. Work on Segmentation
Once you have the required data, you can segment your subscribers into smaller subsets with a unique set of features. The segmentation should include:
- Demographic data includes gender, income, age, and so on.
- Behavioural data such as website browsing history and past purchases.
- Actions on emails such as click-through and open rates.
4. Send personalized messages
Now since you have a clear set of subscribers with a common interest on your website, go ahead and create emails based on the same. From using the first name of the subscriber to sending them relevant emails that are in sync with their interests, personalization can help you do it all.
According to the Forrester Total Economic Impact™ Study, incorporating content personalization into event-triggered campaigns can increase the ROI for retailers by 667%. So, you see how personalization can increase your sales and revenue instantly?
Here’s how Grammarly uses personalization like a pro in its HTML email template and gives the subscriber an overview of their grammatical activity throughout the year. The brand also entices the subscriber to upgrade to their premium plan while giving a discount of $100.
5. Follow-up based on website activity
Keep a close look on the website activity of your subscriber base. It will help you with creating a follow-up email. Here’s an email template example from Grammarly again. See how it has done a great job with its follow-up email by keeping a check on the writing history of the subscriber. From giving tips for writing improvements to encouraging for upgradation, this follow-up email has all the right elements at the right place.
6. Incorporate automation
When you are sending targeted emails based on the website activity, automation can help you do the needful. To put it in other words, automation facilitates sending of emails based on a trigger or an action that a subscriber takes. From sending a welcome email to a new subscriber to recommending them products based on their website browsing history, automation can help you do it all.
See how Uniqlo does it seamlessly by keeping a check on the browsing history of the customer and recommending them a product they liked the moment its price dropped.
In another example from Uniqlo, it sends a back in stock email for a product that the customer was looking for but was out of stock.
7. Leverage dynamic content
Dynamic content takes an interactive approach that entices customers to take action. That’s the reason including videos in emails can increase your click-through rates by 300%. So, once you are done evaluating your website traffic, go the dynamic way and get creative with your email marketing approach by including interactive elements within your emails. Interactive email can include anything from images, sliders, collapsible menus, accordions, GIFs, animations, and so on. Take a look at this engaging GIF in the Just Eat’s personalized welcome email.
With an average person receiving 129 emails per day, it becomes imperative to stand out in your customer’s inbox to garner their attention. You must differentiate yourself from your counterparts, and monitoring website traffic gives you that ability.
To put it in other words, by analyzing the website traffic, you can get an idea about the needs and preferences of your subscriber base. This, in turn, can help you in sending such hyper-personalized messages that subscribers look forward to.
So, go ahead and make the most out of your website traffic. The above-mentioned tips will surely help you leverage your website traffic to the core while crafting an impeccable email marketing strategy.
Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Pardot Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blogs