Searching for the best approach to inbound email marketing strategy? Here is all you need to know about inbound email marketing for your business today.
Every business owner seeks to improve brand influence and visibility over time. One of the best ways to achieve both is through inbound email marketing. This strategy helps you to make your marketing campaigns more impactful.
Inbound email marketing helps you to send messages to clients directly so that they become aware of their importance to your brand.
By so doing, you also increase brand awareness while building personal relationships with each client. This post will show you the meaning of inbound email marketing strategy, the differences between inbound and outbound emails, and how inbound marketing works.
What is Inbound Email Marketing Strategy?
Some years back, the best method for marketing brands involved working with direct mailing lists. This means that businesses had to send mails to each client’s doorstep.
In essence, they worked with all kinds of traditional marketing methods including outbound marketing. While this method worked, it gradually became outdated.
Inbound email marketing strategy involves attracting the attention of prospects to your brand. The idea revolves around sending emails to individuals that have an interest in your brand’s products and services. This method ensures that your emails don’t land in the recipient’s spam folder.
With inbound email marketing, you don’t lure prospects into visiting your website, you motivate them by introducing solutions to their specific needs. Doing this allows you to maximize your marketing campaigns.
Inbound Email vs. Outbound Email
The Inbound Email vs. Outbound Email debate is very common among email specialists. While each one has its pros and cons, understanding the differences between them is key to successful email marketing campaigns.
Inbound emails focus on reaching out to prospects that have interacted with your brand in one way or the other.
It could have been through subscribing to your email list or seeking extra information about your products or services. This email marketing strategy is very effective and presents the following benefits:
- Higher ROI.
- Saves money.
- Organic brand awareness.
- Builds brand loyalty and trust.
Outbound emails is a strategy that reaches out to a wider target audience. It is pretty similar to cold calling since it focuses on customers that haven’t had any contact with your brand.
Usually, the prospects are individuals that are unfamiliar with your company or know the brand but have never interacted with it.
A typical example is when a company purchases email lists containing contacts of individuals that match specific personas. Below are some benefits of outbound emails:
- Expedites results.
- Strategic targeting.
- Targets a wider audience.
In essence, inbound emails present individuals interested in your brand with information relevant to their needs. On the other hand, outbound emails focus on call-to-actions that seek to make conversions through highly appealing sales. In summary,
- Focuses on customers interested in your brand’s products or services.
- Delivers better results with time.
- Is more organic.
- Improves brand loyalty resulting from consistent engagement.
- Sends emails to a wide target audience regardless of whether they have an interest in your brand or not.
- Delivers quicker results.
- Is mostly based on one-way communication.
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How Does Inbound Email Marketing Work?
You must have heard it severally that you need to move to inbound marketing to remain competitive and relevant in today’s market. The question that begs an answer at this point is, “How does inbound marketing work?” Continue reading to find out.
Attracts necessary attention
As mentioned above, outbound marketing attempts to reach a very wide audience. However, not all of that audience is necessary for your brand. This is the main reason why outbound marketing delivers a very poor ROI compared to inbound marketing.
Inbound marketing focuses on attracting the necessary attention your business needs. Such individuals are likely to convert from prospects or lead to recurrent customers.
It achieves this by first understanding your market to pick out the ideal customers. After this, it identifies their business or personal goals, and their current pain points.
Knowledge of your buyer personas allows you to deploy the right strategies such as keywords, social media, content marketing, and email marketing to reach them. It also enables you to create educational content that teaches them about your products or services.
Attracting website visitors is only the first step to excelling in marketing. The main goal is to convert prospects and leads to customers through irresistible and highly valuable content.
Such content includes case studies, reports, tutorial videos, newsletters, e-books, etc. However, you don’t provide these pieces of valuable content for nothing, you get the recipient’s contact information in exchange.
There are several tools you can use to convert visitors including landing pages and calls to action (CTAs). The latter is a button you place somewhere in your content inviting visitors to take specific actions.
Such actions include signing up for a webinar, watching a tutorial video, or downloading an e-book.
When the recipient clicks the link, it redirects them to your business landing page. They submit their contact information here to gain access to the content you promised to share. Now, you can communicate with these leads through their contact information.
Great job, you now have the contact information of your leads. However, there is still some work to be done. It is time to lead them by hand into making a purchase or subscribing to your service.
To achieve this, you need to employ an array of lead nurturing techniques and marketing automation processes.
These processes help to nurture and educate your leads as they go down your sales funnel. You can determine if a lead is ready to speak to your sales representative through lead scoring.
Closed-loop reporting, on the other hand, allows you to understand which efforts are producing the best results. This information allows you to improve your inbound marketing strategy.
Inbound Email Marketing Strategy-Conclusion
That’s all there is to know about inbound email marketing strategy. This post has shown you what inbound email marketing is, the difference between inbound and outbound marketing, and how inbound marketing works. Kindly drop your questions, if you have any, in the comments section below.