How do you acquire subscribers to read your work as a publisher? Your website is chock-full of must-read material, but generating traffic to it might be difficult.

Many publishers are utilising email to direct subscribers to specific articles, but this takes planning. You can’t just send out an email with a few links and expect website traffic to skyrocket. You must first determine your objectives, then examine what you want to promote and go from there.

Do you want to use email to drive traffic to your website?

Here are three ways publishers may use email to increase traffic

1 –  Distribute newsletters that highlight your finest content.
Sending out a regular newsletter is one of the finest strategies to generate visitors to your website. A newsletter is an excellent approach to promote your content and encourage users to view certain articles, videos, or infographics.

According to The Content Marketing Institute, some newsletters have an open rate of up to 45 percent, while the average is in the mid teens to low twenties.

Tips for Publishers on Creating Traffic-Driving Newsletters

Create irresistible topic lines.
First and foremost. You must first get readers to open your email before they can visit your website, which means establishing a subject line that draws them in.

Most publishers “tease” one of the newsletter’s featured stories. Fashion, for example, utilised the title “We tried 400 beauty products and THESE were the best of the best” for the mailing above. It’s a captivating subject line that will entice users to open the email.

You can either advertise your greatest piece of newsletter content or the most recent stuff in the newsletter.

Provide variety

A newsletter should provide a variety of different types of content to read. You want something for everyone so that you may persuade as many subscribers to click as possible.

Prioritize stunning visuals.

You must entice a subscriber to open an email once they have opened it. According to research, the average subscriber spends about 20 seconds “scanning an email” after opening it, and images are an excellent method to catch attention rapidly.

Fashion, once again, provides incredible inspiration in this area. Every piece in the email includes a visual element, whether it’s a breathtaking image or an eye-catching gif.

Gifs, or brief animated images, are very popular right now. According to Clickz, 100 million GIFs were posted on Twitter in one year, so including one in your email newsletter can boost the interaction you seek.

2 – Be imaginative by sending “email games.”
Publishers are becoming imaginative with their mailings to promote website traffic. Penguin Random House, for example, sent an email to subscribers with the subject “Best Sellers Bingo.”

The email invites users to guess the year in which each book was published. When you hover your mouse over a book title, the publication date shows. It’s a quick and fascinating little game for subscribers.

When a subscriber clicks on one of the books, they are transported to a list of books published in that decade and given the option to purchase them.

Tips for Publishers on Creating Traffic-Driving Games

Create a basic game.
Be inventive. Consider a simple game that keeps subscribers interested. You may ask subscribers trivia questions or have them choose their favourite fashion trend from two photographs. It does not have to be anything elaborate. It simply has to be out of the ordinary.

Direct customers to a certain page or landing page.

Send subscribers to a strategic page on your website or a landing page after you’ve created the game. Create a clear path that allows subscribers to read material or pay for a full subscription to your magazine or publication.

3 – Include a personal touch
Email personalisation can take various shapes. You can add a subscriber’s first name to a subject line or recommend products based on previous purchases.

However, one publisher discovered a way to provide a personal connection to her audience. Another Campaign Monitor customer and publisher, Janel Laben, begins emails with her own description of an item.

Tips for Publishers on Adding a Personal Touch

Consider strategies to connect with subscribers.
The Apartment Therapy model is fantastic since it allows the publisher to communicate with subscribers. Consider how you can do the same. Perhaps you could create a piece thanking your fans or telling a little tale about the individuals behind your publication.

Keep it short.

Personalization is nice, but it should not take over your email. Your email should still showcase valuable content or interesting statistics that will entice subscribers to visit your website. The personal touch is basically a gesture that aids in the development of connection with subscribers.

Conclusion

Email is used by publishers to transport subscribers from their inbox to a website. The aim is to advertise your information in an entertaining, easy-to-digest manner and then let subscribers take it from there. Use the suggestions above to maintain a continuous flow of traffic to your website.