First step to email marketing success is getting "basics right"

Marketers should get “the basics right” in order to attract traffic to their websites, an expert has advised.

According to Chris Lake, editor-in-chief of E-consultancy, there are a variety of simple and simple techniques firms can utilise to attract more visitors to their sites such as ensuring their pages are “search-engine friendly”.

He also advised that, firms should look into employing a search agency or in-house search expert to help them develop their marketing strategies.

“There are lots of examples of companies attracting large numbers of visitors by producing videos or blogs that end up being picked up on the likes of YouTube, Digg and Yahoo Buzz,” Mr Lake said.

A recent report by Jupiter Research found that marketers who integrate web analytics with their email marketing programmes improved the results of their targeted email campaigns.

The report also showed that using clickstream data produced open rates of 33 per cent on average, click-through rates of 14 per cent and conversion rates of 3.9 per cent in targeted email campaigns.