As a company owner, you are always striving to increase your brand’s impact and exposure. What better approach to boost the efficacy of your marketing strategy — and the outcomes of lead generation — than with the tried-and-true method of inbound email marketing?
By contacting your clients personally and reminding them that they represent a pivotal role in your organization, you could increase your marketing strategy’s lead generation initiatives while also increasing brand awareness.
What is Email Marketing?
Email marketing is the practice of delivering a statement via email to a group of individuals. Email marketing may be defined broadly as any email delivered to a prospective or present consumer. There are four categories of email marketing:
Is Email Marketing Inbound or Outbound Marketing?
Outbound marketing has a rather limited set of ploys, such as advertising, direct mail, subsidiary marketing, etc. Usually, emails can only be sent to a contact when the latter inputs their email in a form or subscription box. Another way that companies can get people’s email addresses is through “enter your email to get a 15% discount” sort of thing. This is all ethical.
However, our world today is filled with paradoxes – some companies claim that they care about the customers, but then do something like this: buying other companies’ email contact list This thus gives the former less-ethical means of acquiring mailing lists. Because these people are not necessarily interested in the product or service advertised in the emails they would subsequently receive, the sender’s strategy would result in low ROI.
Email ought not be deemed outbound because the foundation of email marketing is a subscriber freely providing you with their details. Their contact information is being forwarded to your organization.
Inbound marketing seeks to generate organic consumer interest before distributing emails with promotional material to prospects who have subscribed. It largely exploits unpaid routes such as social media, search, and content channels to develop attention.
What is Inbound Email Marketing?
Both Inbound and Outbound marketing strategies use email campaigns, but the devil is in the details. Where outbound email marketing sends mass emails to many groups of un-segmented audiences, inbound email marketing sends specific emails to specific segments of prospects who would be interested in the email’s content.
Inbound email marketing is done after behavioral marketing studies are conducted and market segmentation is complete. In brief, behavioral marketing is an effective method of gathering data on customer behavior in order to precisely segment and target customers. This marketing strategy focuses on individual patterns of contact and activity in order to understand the specific motivations, interests, and demands of the target market.
Market segmentation is the process of categorizing prospective customers into groups or segments that have similar needs and responses to marketing activity. Market segmentation enables firms to target different sorts of purchasers who value various products and services differently.
Click here to know more about behavioral marketing and segmentation, which is also referred to as behavioral marketing segmentation.
How can email marketing fuel your overall inbound strategy?
Salesmate explains that because effective communication is essential to a prosperous marketing strategy, inbound email marketing is the right method for businesses of all sizes. Inbound marketing, as opposed to other marketing methods, relies on targeting, attracting, engaging, and delivering exemplary user experiences all throughout the buyer’s journey.
Emails are used in an efficient inbound marketing plan to raise brand awareness, attract potential customers, and close purchases. The following are some examples of how email marketing will help your entire inbound approach:
Reach your target market
Below are a couple reasons why inbound email marketing remains among the most successful methods of reaching your target audience:
- Most people regularly check their emails, sometimes multiple times a day, so you will remain on your prospects’ or clients’ radar.
- Inbound emails are usually personalized, so your recipients would feel unique.
However, many people open their emails (high CTR) but don’t interact. Thus, personalizing a follow-up email and restating your claim while including a powerful CTA will revamp your strategy and thus increase the probability of the recipients engaging with your brand.
Esteem your dedicated clients
Recipients who do open your emails and interact with you are categorized as loyal clients, and are thus highly-valuable contacts. A Salesmate article explains that clients who have been steady in their purchases and subscriptions must be given special consideration.
Email marketing to these individuals will enhance your client retention and sales. You could utilize email marketing to let devoted clients feel appreciated, which increases the likelihood of them referring others to your brand.
Rekindle your relationship with idle followers
As we’ve already mentioned, some people open the email you sent them but don’t interact with it. At times, these people are unknowingly waiting for a small push to take action – following your personalized emails and CTA buttons that should be strategically placed.
Convert abandoned shopping carts into profits
According to a study backlinked by Forbes, around 70% of online shoppers abandon their carts for a variety of reasons. Shoppers who abandon their cart at the penultimate moment may require clarification in order to complete the purchase. It has been proven that using inbound email marketing strategies to persuade the customer who has abandoned their cart to reevaluate their judgment is quite effective.
Boost web traffic
This mustn’t be a surprise. When your email is personable and appealing, people will want to know more about who you are and what you do. Today, one of the things that consumers care most about – whether they realize it or not – is feeling like they’re more than just a number on a list.
Inbound marketing aims to place your brand where it will be noticed by those who are focused on your offerings. Companies can use emails to send customized announcements to their target audience, informing them of deals that will be helpful to them. Using emails to bring your audience up to date on relevant content will enhance the regularity with which they visit your website.
Prior to inbound marketing, firms implemented a variety of outbound techniques to communicate with the outside market, including cold calling, trade exhibitions, seminars, posters, cold emails, and the like. Outbound marketing tactics are expensive and can have a negative impact on a company’s financial performance and ROI.
In contrast, inbound marketing is extremely cost-effective. According to several statistics, inbound marketing tactics cost 61% less than traditional means of marketing. Email is an important element of inbound marketing since it helps to enhance ROI by concentrating on a specific audience and hence lowering the expenditure on lead generation.
Among the most successful ways to contact your prospects and loyal clients is through inbound email marketing. It promotes open communication and gives you numerous options for displaying the products and services that you would like the targeted buyer to encounter. Inbound email marketing will continue to flourish as a game-changing marketing technique, with email fueling the overall inbound strategy.
If you need help with your marketing strategy and feel like an inbound marketing approach will benefit you, don’t hesitate to contact us! We’ll be happy to hear from you and delighted to help you grow.