Microsites and email are not new marketing strategies, but putting the two together is new. These strategies are evolving together to increase conversion ratings. It's truly a beautiful marriage for creatives and business owners alike.

If you're reading this, and thinking, "Gabi what are you talking about?" Don't worry. I've broken down the best little nuggets of information for you. This idea is based on a simple syllogism:

  • Microsites increase online conversions
  • Emails are one of the most converting channels
  • Emails designed as mailable microsites = increased conversions on an already highly converting channel

It's called optimization, my friends! Now, read on.

What is a microsite?

There are many different definitions (and characteristics) of microsites. For the purpose of this blog, when I say microsite, I'm referring to a single, time-limited page with less functionality/navigation. It is often used in a marketing campaign. If you're thinking, "Hey, that sounds like a landing page," it is similar, BUT the important difference between a microsite and a landing page is that a landing page has the same functionality as a website, wherein, a microsite has content on it, but it does not have the same navigational capabilities as your website. If you still feel confused, read on, and I'll also share some examples.

What are the benefits of a microsite?

  • Because they are specific, it's easier to reach specific people with a specific message
  • Increase SEO for longtail niche keywords
  • Capture more qualified leads

In the early 2000s, Tampax released a microsite that was 4x more effective than traditional marketing.

If you've embraced the power of email (and you should!), you know content is king. Turning your emails into mailable microsites = all the things.

How to Turn Emails Into Mailable Microsites

The main reason people use microsites is to reach a very specific segment of customers. Think about it: Your email list is segmented (it should be!), microsites convert higher than traditional marketing, AND 60% of consumers prefer email for promotional information.
Related: Top tips for email marketing strategy →

This is more than just a simple syllogism, folks. It's this kind of reasoning that allows your emails to be even more converting.

Curate content that mimics browsing behavior

This tip really embraces the power of content marketing and content theming, which are both good for SEO. In order to employ this strategy, you'll have to add content to your site or organize your existing content. But in doing so, this strategy allows you to use existing products or content in a new way. It's more bang for your buck.

How it works:

User visits x product > enters email sequence with related blogs that use x product, show features of x product, or upsell > user converts

Why it works:

If I've captured the user’s email address, I know that the person is probably having an issue with their Facebook Ads. Every couple of days, I'm curating content that they likely haven't seen on my site.

The same applies to your business. Ask yourself:

  • How are people moving through your traffic funnel?
  • What content are they viewing?
  • What content are they NOT viewing that is similar to the content they've already viewed?

Once you have an idea of what that looks like, write it down in a list and start creating your email sequences, remembering that each email should be it's own "email microsite."

Related: Top email marketing trends, including automation →

Remove friction to increase conversions

Removing friction means understanding where people are coming from and when people are leaving your website. Typically, the space between is a friction point. In other words, it's all about reducing steps and keeping it simple. In curating an email crafted like a microsite, you're removing the friction. See the graphic below.

Consider these two interactions:

User visits website > user leaves > user receives generic email > clicks to site > cannot find product related to their needs > exits site

or User visits website > user leaves > user receives curated email based on browsing behaviors > clicks to site > purchases

Related: Click here to learn more about traffic funnels →

Redefine your measurable metrics

Unlike other channels, email is pretty simple to measure, especially when we're talking about abandoned cart emails. A person goes from open to purchase, right? Hey, not so fast.

When you're curating a sequence, especially ones crafted as microsites, not every email is meant to drive conversions. This makes conversions much less black and white. Instead of measuring the value of each email in terms of monetary value (or conversion rating), consider each email as warming your list, removing friction, and moving people from TOFU to BOFU (Top of Funnel to Bottom of Funnel).

The truth is that frequency of emails increases conversions. When you pair that increased frequency with highly curated content, turning your emails into microsites, it's a great way to optimize your email marketing strategy.

Email design doesn't just require strategy, it requires design and copy skills. Need help? Shoot me an email or fill out the form below. I'll be in touch!

Gabrielle Nickas