inbound email marketing

How can email marketing fuel your overall inbound strategy?

Introduction

Email marketing is a powerful tool for marketers looking for an opportunity to grow their inbound strategy. By creating and sending engaging emails on weekly basis, it’s possible to build an engaged audience comprising of blog readers who have trust in the company and need more information about those products and services you offer. Inbound strategy an email list of subscribers followed by sending content to engage and keep them coming back for more. As you consider email marketing as part of your overall inbound strategy, there are several critical points to keep in mind including:-

  • Preparing an email list of subscribers.
  • Emails have compelling content.
  • Emails need personalization with relevant offers or other items based on the subscriber’s interests.
  • Inclusion of links back to your website for them to learn more.

Email marketing

Email marketing is a direct and inexpensive way for businesses to connect with their potential customers. Many people would prefer shopping from the convenience of their home, hence you should have them in your email list in order to stay informed of your products as well as promotions. Email marketing can fuel your overall inbound strategy because unlike other advertising forms such as radio and TV, it forces recipients to sign up actively, which implies they have an interest in your products.

Once an individual has accepted to receive your company’s promotional messages by clicking or signing up, they will receive future updates and offers from your company through email or other social media sites such as Facebook and Twitter. As such, email marketing is one powerful tool for driving inbound traffic. Email campaigns remain an excellent way of promoting new products and services, blog posts, and encouraging customer loyalty. Therefore, when looking to enhance your company’s inbound strategies, you need to prioritize email marketing.

What creating an inbound email marketing strategy means

Inbound email marketing refers to the practice of acquiring and responding to customers in their inboxes. It means creating a dialogue with your audience through sending helpful and timely content that you feel they are interested in and want to receive.  Email marketing is considered an effective way of reaching potential customers and is easy. Strategies on inbound email marketing are created through the following steps:

  • Identify the target audience, their goals, and what they may require from you.
  • Create a list of those companies in your target market offering similar products and services.
  • Find out the company with the best relationship with your target audience, for example, those with the most engagement.
  • Establish a lead nurturing program with valuable content for prospective customers to ensure they think about you when in need of help.

An email lead nurturing program refers to a sales and marketing strategy in which you send targeted emails depending on the recipient’s interaction with your company’s website. A good example is downloading a company white paper or requesting more information. Inbound email marketing strategy is employed by those organizations dealing with hundreds and thousands of emails daily.

The goal of the inbound email marketing strategy is attracting new subscribers and leads and generating referrals. Also, this strategy helps answer questions about the company and its products, converts prospects into paying customers and helps show appreciation for loyal customers. Further, this strategy provides value to your readers without necessarily anticipating a sale on every email list you post.

The Benefits of Using Email as Part of an Inbound Marketing Strategy

It is easy to track and measure the results of email campaigns because marketers can see what can and cannot work for them. Email marketing makes it easy to segment customers according to their interests, which makes it the best way of increasing conversions.

Email is now over 25 years old and still among the most effective forms of communication. It provides marketers an easy way to pass messages to customers and does not come with costs particularly when using a Gmail account. The use of email marketing for inbound marketing strategy allows businesses to create email databases for targeted promotions and ads. The result is increased return on investment (ROI).

Email ensures you can reach customers at their convenience while allowing them the flexibility to browse various merchandise or services with no cost barriers like traveling or having to book an appointment. Again, emails enable businesses to give instant updates on products and sales that could be accessed at any time, including when browsing online.

Advantages of Inbound Marketing

Inbound marketing refers to the process of attracting clients to your products and services through relevant content. It brings in potential buyers through educating them on a company they are new to and in a way that does not appear to push them, then convert them into brand advocates after signing up to buy your products. Some of the advantages associated with inbound marketing include:-

  • Creation of relevant, helpful content to teach consumers about the available products and services.
  • You have control over inbound marketing which increases the measure of leads quality. Companies seeking information about your product do not use outbound tactics such as direct mail advertising or telemarketing. For this reason, they will most likely be serious about investing in your offer after taking time to do their own research.
  • Inbound marketing strives to attract prospects by targeting their interests. The focus should be on the interest customers have in getting a better opinion about your brand. It is effective in generating conversions and rate of customer retention.
  • Helps engage potential customers. Inbound marketing allows you to create vibes of helpfulness and expertise for your content to ensure people feel more included and believe there is real value. Also, it’s about attracting the right customer to your company. And in contrast to the traditional ‘outbound’ advertisement forms such as radios ads, TV commercials, and billboards, inbound marketing is about building relationships using potential prospects or customers without a hard sell.
  • Generating leads using unique and organic content. Using email marketing as an inbound marketing strategy, it’s possible to rank higher for keywords especially on search engines such as Google resulting in more traffic. Moreover, there is increased exposure, growth of brand awareness, and profits.

Conclusion

Email marketing fuel your overall inbound strategy by attracting potential customers’ attention for the company and products rather than relying on adverts and other methods. The purpose of inbound marketing is to create content like videos, blog posts, podcasts, etc., that attract prospects through the information they require. The approach helps to market your business more effectively since it does not rely much on interruptive ads. Hence, there are many advantages with this marketing strategy but organizations should have a strong website presence in order to implement an inbound email marketing campaign.