OPTIMIZE YOUR WEBSITE FOR EMAIL LEAD GENERATION: EMAIL MARKETING 101

In today's digital age, email is one of the most powerful marketing tools available to businesses. It's a direct line of communication with your customers, and it can be used to build relationships, promote products and services, and drive sales.

The best emailing services or marketing automation will not help without the basics. You cannot jump ahead to the fun part without going through the weeds and setting up the important elements first.

THE WEBSITE AND EMAIL MARKETING PROBLEM

It makes me sad when companies don’t utilize their websites to the fullest.? Websites are a GREAT discovery tool. But once they are discovered, there needs to be a pull or a reminder to bring prospective clients back.

That's why it's so important for everyone (but especially e-commerce directors and B2C business owners) to capture emails on their websites. By collecting email addresses, you can build a list of potential and existing customers whom you can reach out to with your marketing automations and campaign messages.

Our attention spans are short (I can't be the only goldfish, right?), and as we are pulled in different directions, there needs to be something to pull us and prospective clients and customers back in.

EMAIL CAPTURE AND EMAIL MARKETING SHOULD NOT BE AN AFTERTHOUGHT

That’s where email communication comes in.

It’s a great channel to remind your prospective buyers of what differentiates your brand and sets you apart from the noise.

WHY CAPTURING EMAILS ON YOUR WEBSITE IS IMPORTANT FOR E-COMMERCE DIRECTORS AND B2C BUSINESS OWNERS

In short, you don't own any of your "lists" on platforms like Meta , TikTok or 谷歌 .

That's why it's so important for e-commerce directors and B2C business owners to capture emails on their websites. By collecting email addresses, you can build a list of potential and existing customers whom you can reach out to with your marketing messages.

With that said, here are just a few of the benefits of capturing emails on your website:

• Increased sales: Email marketing is one of the most effective ways to drive sales. According to a study by McKinsey & Company ( 麦肯锡 ), email marketing can generate up to 38% of all online sales.
• Improved customer relationships: Email marketing is a great way to build relationships with your customers. You can use email to send them updates on your products and services, share exclusive content, and offer discounts and promotions.
• Better customer insights: Email marketing can give you valuable insights into your customers' interests and preferences. This information can help you improve your products and services, and target your marketing messages more effectively.
• Increased brand awareness: Email marketing can help you increase brand awareness by keeping your company top of mind with your customers. When you send out regular emails, you're reminding your customers about your brand and what you have to offer.
• Annnnnd… that brings me back to email capture placement.
• Next time you browse your own website, think about this… can your future customers easily provide their email addresses if they want to? If not, you're missing out on a valuable opportunity to grow your business

WHERE TO PLACE EMAIL CAPTURE FORMS ON YOUR WEBSITE

? Is it in your footer?

? Is it inside blog posts?

? Is there a dedicated signup page (with a button to reach this on all pages)?

? How about a popup after a set amount of pages or seconds viewed?

No matter which method you choose (feel free to utilize all), make sure your email opt-in forms are clear and easy to use. There’s no need to ask for the world. Start with the email address and first name and you can always ask for more later for those that are engaged with the email communications. (Pro tip: first names help with open rates in campaigns and marketing automations).

Here are some additional tips for capturing emails on your website:

• Simple Language: Use clear and concise language in your email opt-in forms. Tell your visitors exactly what you're offering them in exchange for their email address, and make sure the form is easy to understand.
• Explain the Why: Use a strong call to action (commonly referred to as CTA). Tell your visitors why they should sign up for your email list, and make sure the call to action is clear and easy to understand.
• Always be testing (ABT): Test different email opt-in forms to see what works best for your business. There's no one-size-fits-all approach to capturing emails on your website. Experiment with different forms and see what gets the best results.

EMAILS ARE CAPTURED, NOW WHAT? … MARKETING AUTOMATION

Now that you have an email address…

? Make sure it’s pushed into an email platform.

? Have a welcome series with at least 3 emails and beneficial information (not just a sales pitch). You may hear some people refer to this as email or marketing automation.

? Send out consistent emails (after the welcome series is complete) that continue to introduce prospects to your brand and offerings.

Don’t forget, your prospects want to learn. So make it easy.

By following these tips, you can start capturing emails on your website and growing your email list. This will give you a powerful marketing tool that you can use to drive sales, build relationships, and improve your brand awareness.

Need help? DBV Marketing Inc. can help. Check out https://dbvmarketing.com/.

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