How To Use Email Sequences To Drive Website Traffic

Though you may not like to think about it… most of the people who visit your site won’t come back regularly. Some won’t come back at all. No matter how compelling your content, no matter how low a price you’re offering, most people are hardwired to forget whatever is not directly in front of them. This is one of the main reasons why successful marketers are using email sequences. They realize that their readers, customers, and occasional visitors need to be prompted back to their sites.

There’s a science to creating email sequences that compel your audience to return to your site. The proven methods and techniques are beyond the scope of this post. We’ll explore them in more detail in the near future. Today, I’m going to clarify a few of the fundamental issues that prevent people from using email sequences.

Email Sequences Vs. Newsletters

First, I’ll explain the difference between email sequences and newsletters. Sequences are finite. They eventually end. You write them upfront, load them into your autoresponder, program the schedule, and they’re delivered without your intervention. Once your subscriber receives the last segment, the sequence stops. Newsletters require your ongoing effort. Whether weekly, biweekly, or monthly, you’ll need to write them until you decide to stop sending them.

So, which is better?

Ideally, you should use both. When visitors opt in, they should immediately first installment of your email sequence. That way, they won’t be forced to wait for your next newsletter. However, because your sequence will eventually end, you should also send a regular newsletter. It continues to build the relationship. Plus, by hitting your subscribers’ pressure points, you can send predictable surges of traffic back to your site.

Using Bait To Get The Opt-In

You’ve probably realized that it’s more difficult than ever to persuade your visitors to opt into anything that requires their email address. People are naturally protective of their email accounts. So, you’ll need to use bait. If you know your audience well, you’ll have already identified their marketing pressure points.

For example, imagine that you operate a site that sells golf clubs. One of your visitors’ pressure points might be a lack of confidence in buying the right club. You want them to opt-in to your email sequence in order to motivate them to return (otherwise, most of them will forget about your site). As bait for their email address, consider offering a short report titled, “7 Secrets You Must Know Before Buying The Right Golf Club.”

If your bait engages their marketing pressure point, it’ll be difficult for them to resist.

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Getting Them Back To Your Site

Remember, the purpose of your email sequence is to prompt the return of a motivated visitor. Being motivated can include wanting to buy your product, promote your product through your affiliate program, or even comment on your blog. If you write the installments in a way that engages their pressure points, you can expect your visitors to return ready to take action.

Does this mean that you should lay aside your search engine optimization strategies and other traffic-generating techniques? Absolutely not. I’ve mentioned this before: each of the methods that you’ll learn here converge into a traffic machine. Email sequences are merely one cog in the system. They’re one of many effective marketing strategies.

In the future, we’re going to explore sequences in much more detail. I’ll give you some ideas for creating your own sequence that will grab your visitors’ attention and get them to return to your site. Stay tuned.

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