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How To Create a Website Traffic Boomerang with Email

What does email have to do with website traffic anyway?  

They seem like two separate parts of the funnel.  You blog on your website to get people to your email list - from there you use email to get them back to your site to push the buy button on your sales page.  Once you have people on the list - they don't need to go back to the blog... or do they?

Email is a Powerful Driver of Web Traffic

Actually, email can be a powerful driver of traffic to your website. Email is second only to organic search in driving traffic to your website.  In fact, according to this research, 51% of people discover new websites through email marketing.  But, beyond helping your community discover new resources,  there are some definite advantages to having your community visit your website regularly.

Adding Value, Building Trust...

A typical sales funnel starts with content and ends with a sale.  A good funnel is not that linear - customers are moving back and forth between your offers and content.  Customers buy from people they know, like and trust.  Providing consistent value to your community through your blog is an excellent way to build that trust.  You can also use your content to help segment your audience. Finally, sending your audience to content is training them to click your links and take action (even if that action is not always buying something new from you.

Click here to download my email sequences to use content to segment your audience

Crowdsource Your SEO

Other than just sending traffic to your site, encouraging your list to visit your content also helps your SEO in two important ways:

  • Social Sharing  There is a strong link between social media shares and Google rankings. The more a page or post is shared, the more traffic the page will get, and the more the page will appear in search results.  The people who are most likely to share your posts?  Your loyal subscribers.  Be sure to let your list know when you've published something new. 
  • Reduce Your Bounce Rate   One of the criteria the Google algorithm uses to rank your site is its bounce rate (ie how long do people stay on the page).  Sending your loyal subscribers to read a long blog post (vs sending them to a quick decision lead page) will only help increase the amount of time people spend on your site and decrease your bounce rate.

Creating Your Boomerang

The easiest way to create your email - website traffic boomerang is to start sending messages with content links to your audience.  I've included some sample sequences for you to download in the box below. 

Here are three times to use these sequences to send content:

  • New Subscribers One of the first messages my new list members receive is a simple message offering articles and resources on different topics.  I use Active Campaign to segment the list member into a group based on what they chose.
  • Disengaged Members  Every six months or so, I delete non-active subscribers from my main list.  Before, I do that, I send a few emails with content links to see if I can re-engage them.  I also segment them into a new interest group based on what they chose.
  • Adding Value All the Time - You should always be adding value and helping subscribers, regularly sending them to information (as opposed to just offers) helps you to do that.

Email Sequences for Driving Traffic Back to Your Site

01 Free Content

Do you let your subscribers know when you’ve posted something new?  Use  simple two-email sequence to use to send traffic to your most important new blog posts and other content.

02 Download

An easy way to get traffic to a website is to offer a free download for your current subscribers.  You can do that as part of a blog post - or also just by using an existing opt-in and giving the download page link in the email (your people don’t need to resubscribe - they are already on your list.  If you use Active Campaign or another autoresponder that supports tagging, you can add a tag when your subscriber clicks the link to the resource to further segment them.

03 Use Your Content to Survey and Segment

Using emails with links to posts or resources about different topics is a great way to both get a feel for what your list is interested in while at the same time segmenting your list so that you can send your subscribers offers that are targeted straight to them.  Here are templates to use with current members, new subscribers and people who haven’t opened one of your emails in a while. 

Want to learn more about how to get traffic to your website?  Check out what other experts have to say right here.

[Active Campaign] Segmenting Your Email List

In this video Meredith shows you how to discover specific segments of your audience using the segmenting tricks available in Active Campaign. Clever stuff! And very useful.

[Active Campaign] Encouraging Engagement in Emails

In this video Meredith shows you how to use the conditional waiting time settings in your automated sequences to encourage readers to click a link or reply to the email. Essentially it means offering some kind of reward for doing so.

[Active Campaign] Creating Conditional Content in Emails


A useful way to segment an audience is by creating conditional content – ie. content specific to a particular group on your email list – often associated with particular tags. eg. People with TAG 1 see content A; people with TAG 2 see content B etc. Meredith Eisenberg of https://SoloBizHacker.com shows you how to create conditional content in Active Campaign.

[Active Campaign] Using Goals to Take Someone Out of an Email Sequence

Meredith shows you how to use goals in Active Campaign to take people out of an email sales sequence once they have purchased the product. There’s nothing more annoying to a customer than keep getting emails trying to sell them the product they have just purchased – it makes it really feel that you are not paying them any attention!

Super Simple Email List Building Checklist

Recently, I asked a few of my mentors what would be their first step if their business dried up and they had to start again from scratch.

They ALL said that step one would be to start building their email list. That’s because no matter how the rules change in social media – your email list belongs to you. Even though there are many new ways to get in touch with customers including text messages, Facebook chat bots, etc. Email is still going to bring your sales over time.

It is never too soon to start building your list. Any work you put in now will be paid back many fold in the future.

That’s why I’ve developed this checklist so you can be sure you have all the right pieces in place.

Here’s what you need to get started:

An Enticing Lead Magnet

This could be an ebook, video, app, e-course or anything else that has the following characteristics:

  • It’s easy to deliver. (Typically, a digital download that you deliver automatically through your autoresponder.)
  • It’s something your prospects really want. (Hint: do your market research to find out what it is that people really want.)
  • It has a high perceived value.
  • It solves a specific problem.
  • It sells something else on the backend (such as your tripwire product).

A Compelling Opt In  or Lead Page

Even though your lead magnet is free, people aren’t going to knock down your door to claim it unless you build its value. That’s why you need to create a lead page that persuades people to fill in your opt-in form.

Keep these tips in mind:

  • Be sure your lead page looks polished and professional.
  • Lead with your product’s main benefits.
  • Arouse curiosity about the lead magnet if possible. (With the
  • idea being that the only way to satisfy that curiosity is by opting in.)
  • Offer a call to action to get people opting in.

We really like Thrive Themes for lead pages.

A Reputable Autoresponder

Nowdays, it is fairly easy to find an autoresponder that will work for you without spending much money at first.   Our two recommendations are Mailerlite (which is has everything you need to get started and is free up to 1,000 subscribers) and Active Campaign (which has more features than Mailerlite and is a good next step).

An Initial Autoresponder Sequence

Generally, this multipart sequence should promote your tripwire product. A tripwire is a very valuable yet inexpensive product.  Keep these tips in mind:

  • Offer an informational sequence that’s useful (to build good relationships and keep people reading), yet incomplete (which helps you steer people towards paid products).
  • Provide a three to seven-part sequence that’s informative and engaging. Each email should build anticipation for upcoming emails. E.G., “Next time you’ll discover a little-known trick for getting rid of cellulite!”
  • Craft benefit-driven, curiosity arousing subject lines to get the open. E.G., “Start a six-figure business for just $47?”
  • Use responsive templates/HTML in your emails, as a large number of your subscribers will be reading your message from their mobile phones.
  • Track and test your emails. It’s the only way to know what’s really working in terms of email subject lines, sales copy, calls to action, and even the offers themselves.

Finally…

A Commitment to Maintaining Your List

It does you no good to go through all these steps if you don’t intend to email

your list regularly. So, commit to emailing them on at least a weekly basis, and you’ll see your list profits grow!

Get More Tips for Email Marketing Success Download Our Email Marketing Playbook