Inbound marketing is a trend shadowing traditional marketing strategies in the modern world. Now it is time for you to learn what inbound marketing means and how an inbound strategy completes its journey efficiently. In this article, we will also see how email marketing is applied to support your inbound marketing strategy and what you can do to sufficiently practice sending your digital messages via emails.
Inbound marketing is a powerful digital marketing approach aimed at attracting a specific type of audience and leading them to the buying process. Some strategies of inbound marketing are regarded as having search engine optimization, presenting high-quality blog pages, applying social media marketing, and managing email marketing.
Before inbound marketing, traditional marketing and advertising approaches were used in all businesses. As a result, those marketers were unable to grab the attention of their target customers and obtained low returns on their investments.
On the other hand, inbound marketing helps businesses reach prospects via their relevant content, by irresistible offers, and with engagement activities. Moreover, this type of marketing builds trust and increases your business credibility.
Now, let’s look at how inbound marketing strategy processes in email marketing.
Email marketing is one of the best ways to directly communicate with prospects. It offers different opportunities to businesses to present a message; newsletters, campaigns, brochures, event news, etc.
But how a visitor heads toward becoming a loyal customer of your business with email marketing? Here is the answer:
1. Attraction: Capture your visitors' attention with popups, banners, PPC ads, social media advertising, and beneficial content. Give browsers a reason to share their email addresses with you. Then, build an email list comprising of the right people.
2. Nurturing: Once you have grabbed the attention of enough prospects, it is time to retain those leads and turn them into customers. Run effective email drip campaigns with winning calls-to-action. Offer something valuable to convince your audience to engage with your business.
3. Conversion: After enough nurturing, your prospects will be ready to be converted into customers. Manage your email campaigns well and always track their results. Apply A/B tests to each campaign before reaching your subscribers. Give readers some reasons (such as coupons, discounts, free-trials, or demo products) for taking the desired action: conversion!
4. Advocating: Now, it is time to prevent losing the interest of your new customers even after a sale. Make sure your consumers are delighted enough to spread positive word-of-mouth. 65% of a company’s business comes from existing customers.
If you can make the majority of your leads go through this process, you will maximize your conversions as well as your revenue!
Now let’s have a more in-depth look at email marketing as an effective inbound marketing strategy.
Email marketing is the second most uncomplicated inbound strategy to apply, and the one providing the fifth highest return on investment. Also, email marketing offers a higher conversion rate than social media and SEO.
However, email marketing is considered as an outbound marketing strategy by many digital marketers. But, it is an inbound strategy hence emails revolve around content, increasing customer loyalty and retention while concurrently providing superior traffic back to your website.
Additionally, because your email content provides value to your subscribers, and you’re not just aiming to advertise your products and services in email marketing, it can definitely be placed under inbound marketing strategies.
Well, how do email marketing activities fuel your inbound strategies? Here are some characteristics of email marketing;
Emails allow you to convey your message as engagingly as possible,
It enables you to personalize your words and your customers to engage with your brand in one click,
Email marketing is a permission-based method so it offers you to reach the right audience at the right time,
You may segment your audience based on their needs and wants, so it increases efficiency in your digital efforts,
Fundamentally, you may recognize those statements as “Email marketing syncs closely to your CRM.” which is the correct answer of “How can email marketing fuel your overall inbound strategy?” question asked in the Email Marketing Certification Exam in 2018.
So, how to fuel your inbound marketing activities with email marketing? Here are some suggestions to achieve it;
Make sure you include a sign-up form on your website to collect email addresses from your visitors,
Create email content that is relevant to your website content,
Send newsletter emails to communicate with your customers continuously,
Inform your subscribers about newly launched products,
Convey welcome, birthday, follow-up emails to build a sustainable relationship,
Segment your audience and constitute customized emails,
The number of people having an email account worldwide is forecasted to reach 3 billion until 2020. And the number of emails sent worldwide per day will be 225.3 billion by the end of 2019. These numbers would probably give you a sense of why you need to put digital efforts in email marketing carefully.
I hope this article gave you some insights about the importance of email marketing and its way of affecting your overall inbound strategies. If you would like to get more information about the subject, you may visit other articles about email marketing. Please do not hesitate to contact me via comments to add or suggest something useful!