Your company’s marketing strategy needs to focus not only on getting your website into top shape so you get search engine traffic, but also on using email marketing to supplement your other web efforts. While many types of web marketing are passive, allowing people to come to you, sending emails is an active form of marketing. Consider three main reasons to make an email newsletter part of your marketing strategy.

1. Bring Customers to Your Website

After putting hours of work into your website to advertise and sell your product or service, you want to make sure you bring as many people there as possible. Sending an email reminds people that you exist and provides an invitation to check out your website. You can link to the page that is most relevant to the content of the email, whether it is a special offer, your blog, or a page describing a recent success story.

2. Target Content to a Variety of Interests

While the landing page of your website looks the same for every person, you can target your emails to different audiences. Set up multiple mailing lists for segments you are trying to reach and write a different newsletter for each list. For example, highlight a blog post for your regular customers to educate them further and add value. With prospective customers, send facts about your company so they learn who you are and what you do. Customers who used to buy regularly but haven’t in a while may be interested in hearing about a special promotion that can bring them back.

3. Support a Cohesive Internet Marketing Strategy

Your online marketing strategy likely includes your website, several social media accounts, and maybe even one or more blogs on your site. When you send email newsletters, you can link to landing pages on any of these sites. For example, your customers may not know that you have an active Facebook page with daily discussions about topics relevant to your industry. If you highlight this in an email marketing campaign and link to the page, you can build community and get people more involved with your business.

If you are not sending marketing emails yet, it is always a good time to get started. Your emails will help increase traffic not only to your website, but also to other places where your company maintains an active online presence. Recipients of emails will get information and offers targeted specifically to them, which makes them better customers. Plus, setting up and sending emails is a very inexpensive form of direct advertising. Start today and see how email marketing impacts your bottom line!

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