Why email subscribers should click back to your website

• Having email subscribers click back into your website improves their user experience.
• It increases your brand awareness and drives traffic to your site.
• It provides valuable data and generates leads for potential investors.

Email can be a highly effective way to engage with your investor audience and build brand awareness. However, the real value of email lies in the ability to convert your subscribers into potential shareholders while retaining current ones. This can more likely happen if they click back to your website.

For listed companies, it's important to have your email subscribers go back into your site, especially for ASX announcements, annual reports and investor presentations. From boosting your search engine rankings to increasing your conversions, this simple action can have a big impact on your bottom line.

Check out why your email subscribers need to click back to your website and the benefits it can bring to your business.

1. User experience

When subscribers are directed to your site from your email, you provide them with a seamless experience across all touchpoints. You’ll enable them to continue their investor journey without any disruptions. You’ll help them simply browse through your website, access additional content, and get to know your business in a meaningful way.

A smooth user experience can reflect positively on your organisation as a whole. It will manifest your company as professional and trustworthy, making investors better inclined to connect with your business. It will build trust with your subscribers and strengthen your relationship with them.

Directing email subscribers to your website improves their user experience.

2. Brand awareness

As email subscribers visit your website, you introduce them to your brand in an interactive way rather than through an email alone. You will create a lasting impression with your subscribers. Your company will be remembered quite easily as they make a stronger connection with it.

While on your site, your subscribers will see your brand messaging, colours, and design elements, which can reinforce your brand identity in their minds. The more often they associate with your brand, the more they will consider it. They may return to your website in the future, and even recommend your business to others.

3. Website traffic

Email subscribers clicking back into your website increases traffic to your site. Your site's search engine optimisation (SEO) will improve and its visibility will boost up. It will rank highly as search engines will perceive your site to have high-quality content and an authority in your industry. Making it easier for investors to find your website when searching for related keywords.

Getting extra traffic can aid in understanding your investor audience better. Analysing your website's traffic patterns will offer insights into what your subscribers are looking for and what they find most interesting. With this info, you can optimise your website content and email strategy, which can drive additional traffic and engagement.

It increases your brand awareness and drives traffic to your website.

4. Data tracking

When email subscribers revert to your website, you can track their behaviour and collect data about their preferences. You’ll see which pages and content your subscribers find most valuable. With these figures, you can produce personalised email campaigns that resonate well with your investor audience.

Tracking website behaviour can also facilitate learning on how subscribers are reaching your company across touchpoints. You’ll see whether subscribers are visiting your investor centre, downloading your financial reports or interacting on social media. Enabling you to develop an integrated communications plan that leverage multiple touchpoints to relate with your investor audience.

5. Lead generation for potential investors

When subscribers check into your website, they are already showing an interest in your company and what you have to offer. Encourage them to give contact details and start a conversation with your company from there. Continue to nurture these leads through email campaigns and other targeted communication efforts. As you gain a hold of these leads, they may become interested in investing in your business.

Having a larger base of stakeholders can allow several benefits beyond financial capital. Shareholders can be advocates for your brand, helping to spread the word about your company and bring in new investors. They can also share significant feedback on your business strategy for informed decisions that benefit both your venture and stakeholders.

It provides valuable data and generates leads for potential investors.

To sum up

Having your email subscribers click back into your website can improve their user experience, increase your brand awareness, drive traffic, provide valuable data, and generate leads. So, take your email to the next level and harness the power of clicking back to your website!

Get help from the pros

Many ASX-listed companies have trusted IRM for their investor websites, news delivery and online IR tools since 2002. Check out some of the more than 500 clients we've served in over 20 years in business here.

How can we help with your email and online investor communications? Ring us up on +61 2 8705 5444 or email clientrelations@irmau.com for quick assistance.