Before discussing how can Email Marketing fuel your overall inbound strategy we have to understand what is Inbound Marketing.
What is Inbound Marketing:
Inbound Marketing, which is an effective tool of digital marketing, means promoting your products or services to a specific group of people through providing valuable information at every stage of the buying process with a view to converting them into the ultimate customers.
Social Media Marketing, Optimized content on the web pages, and Email Marketing all are under the pavilion of Inbound Marketing.
Prior to Email Marketing, traditional marketing, and advertising techniques were used in small businesses. But then the return on investment was very low. With the implementation of Email Marketing, it is possible to target customer lists and then persuade them by sending engaging content, declaring exciting offers, special discounts for specific events, coupons, etc.
Types of Inbound marketing Email:
Permission seeking Email:
At first, you need to seek permission from the receiver if they want to receive further emails from you or not. It serves two purposes. First, it gives the receiver a signal that you are courteous from the beginning and second it prevents you from sending unsolicited emails.
Informational emails are those emails that give the receiver knowledge and information. You can send an informative email and promote your products and services at the end of the Email.
An example can be like A cosmetics company sending informative content about how to take care of oily skin with pimples.
Promotional Emails are those emails that will clearly promote a specific product or product to you to make a sale or profit.
To be successful in promotional Email Marketing first segment your contact database and find out the segment that will find that content relevant. Thus Email response rates will be higher. Suppose you have written about the use of a premium plugin. Now you will send this email to those who own websites. A promotional Email should include the following key points.
A catchy subject line with clear motive:
A catchy subject line with a clear motive will surely increase the relevant and increased response rate.
Show your unique value proposition:
Try to convince people by mentioning which unique qualities your products have that competitors’ products do not possess.
Persuade them by making them understand that the product is worth their money.
Call to action button:
This is the most important part of the promotional Email. Make a well-designed CTA button at a good place within the Email. Insert a link to it which will redirect the receiver to the landing page.
Follow-up Emails are necessary as they will help to increase user experience. You can send further Emails with links that they can share with friends and colleagues or provide receivers some additional content that will be helpful for them.
Nurturing Emails are very important in the overall buying process and if it can be done properly it can lead to more conversions. Through Nurturing Emails you deliver specific messages to your audiences strategically to keep them motivated throughout the process.
Event promotion Email:
Event promotion Emails are those Emails that are sent to make people aware of any specific webinar, conference, or any other events.
Secrets to Successful Email Marketing:
Customized Emails are an integral part of Email Marketing Strategy. Most Email Marketing fails because of a lack of customization. Some tips can be followed for customization
- Mentioning subscriber’s name in the Email. It can be in the subject line, body, or in the end.
- Customize Emails according to customers’ previous behavior.
- Notify about a new product related to a customer’s previous purchases.
- Notify about the abandoned cart.
Refresh your Email list thorough cleaning:
There are some contacts that may have unsubscribed you, marking your Emails as spam and unengaged with your content. Clean them from your database and make a more refreshed and quality database.
Add value in every Email by providing relevant content:
Provide valuable content in every Email which is also relevant to their needs. You have to make your Email Marketing Strategy on the basis of the type of your business. Suppose you sell artificial jewelry for women online. You can add a video link in your Email where you will demonstrate how to make measurements for bangle according to one’s hand size or how to take care of the artificial jewelry.
Keeping track of the response rate:
You have to keep a record of how many people respond to your Email and how many people ultimately convert to your customer. That will give you an idea of the effectiveness of your Email Campaign.
Nowadays people are getting a lot of promotional emails in their inboxes. So, you have to make sure that you stand out. A powerful subject line can make a lot of difference and have a great impact on your click-through rate.
Share social proof:
Positive word-of-mouth communication is a powerful way of promoting brands. Make your brand a buzzword positively. Attach the photos, videos, reviews in your Emails. This will build a strong social proof around your brand and thus click-through rate will be increased as people will start trusting you.
Importance of Email Marketing:
- Convenient for both sender and receiver: Sender sends Email at his/her convenient time and receiver also receives it at his/her convenient time. Thus it is a highly convenient method.
- Cost-efficient: Up to a certain limit you can send Emails free by using different tools. If you need to send bulk emails then you have to spend money.
- Building a good relationship with customers: Building a good relationship with customers helps to keep them for a long time. You can know their needs and offer them personalized products. Thus it builds a sustainable relationship.
How can Email Marketing fuel your overall inbound strategy:
Email Marketing is an age-old yet powerful tool for inbound marketers. Marketers have been using Email Marketing for a long time. It is a great method of B2B Marketing also. From the following description, you can easily understand how Email Marketing fuel your overall inbound strategy,
Be really simple to work with:
You can design your Email template, personalize your Email template, send Emails, manage Emails and keep a record of every Email from the same platform. Thus it creates a super-easy way of maintenance.
The power of Content Marketing:
In this era, we can easily estimate the power of content marketing. Content marketing is an integral part of your inbound strategy. Thus, Email Marketing fuels your inbound strategy.
Personalized Email Campaign:
Personalized Email campaigns help to build a good bonding with your customers as you first assess their needs and send them Emails accordingly and then make several follow-ups. This method builds a sustainable relationship with customers and converts them into satisfying customers.
Higher return on investment:
Email Marketing gives a higher return on investment. Email marketing has a four-fold better return on investment than any other digital marketing channel, according to an eMarketer analysis.
Through bulk Email Marketing extensive reach is possible. An extensive reach results in more conversion.
Email Marketing result is easily measurable. You can measure Email Marketing results by monitoring open rate, click-through rate, unsubscribe rate, and conversion rate.
The main idea of inbound marketing is to create content suitable for prospective customers and then engage and nurture them to convert them into ultimate customers. This whole process can be done in several ways like blog posts, videos, etc. After reading the whole article now you are quite sure that Email Marketing can serve this purpose to a great extent.
To know more about Email Marketing please read: Email Marketing for free, Email Marketing CPM | Everything you need to know, What is Email Marketing Database? Elaborately explained.