How can email marketing fuel your overall inbound strategy? Studies show that 60% of marketers consider content an essential part of their comprehensive plan of action. It is a strategy that enhances customers’ experience by offering them a helpful range at every stage of their buying journey. It attracts them through the content that sheds more light on their problems, engages them with a solution, and provides a great user experience. Under the wide umbrella of the inbound strategy, there lies email marketing. So, how does email marketing improve the overall inbound strategy? A foolproof plan supporting email marketing is a must to give your clients a full-scale inbound marketing strategy.
Why is Email Marketing Important?
Estimates show that by 2019, there were around 3.9 billion email users. The number is increasing every day and has become a thriving element of marketing strategies everywhere. An interesting fact; the timing of the email is your friend here, that is Tuesday. Yes! Tuesday is the perfect day to lodge emails as this day has the highest opening rate. A well-tailored, strategically-thought-out email marketing strategy fuels the overall inbound strategy. It imparts a positive impact on the customer relationship.
Let all the talk aside, what does everyone want from his business?
Money!
Here is the answer to this unquestionable target, i.e., sufficiently inexpensive email marketing. It is easy and economical as compared to other marketing strategies.
A successful and highly rewarding email is:
- Beautifully drafted
- Fits the occasion
- Fulfills the desired goal
How Does It Work?
Inbound email marketing involves receiving customer queries about your services or products and answering them via their inboxes. It generates a dialogue with your audience, conveys helpful and timely content that interests them, and eventually makes them fall for your services or products.
Why is this practice so popular and on every company’s hit list? The answer is its high rewarding rate. Yes! That’s true. The average conversion rate in 2018 was a good 18.49%, which is a lot. One in every five customers shows interest in what you offer. What else do you want?
What Reinforces the Lead?
Email marketing imparts a tremendously positive impact on overall inbound strategy. Initially, it lends a communication medium between the company and the customer. Secondly, with this process, you can create different types of emails. This procedure gives a more customized experience to the customers.
Email marketing works closely with your CRM (Customer Relationship Management) and other data managing platforms. CRM is a system that manages a company’s relationship with existing and potential customers. It aims at improving relationships and assisting in business growth. This sort of marketing works in close relation to the curated customer base. It lets you distinguish your audience in different groups to send them content as per their interests.
What Does a Strong Inbound Strategy Looks Like?
In addition to crafting a beautiful draft for email marketing and sending it to your potential customers, it involves a bit more.
Here is what you should keep in mind while composing a strong inbound strategy:
- Recognize your target audience, desires, and goals if they choose your brand.
- Make a list of companies with the same interests, i.e., services and products.
- Find out which company is the customer favorite, e.g., which is more engaged with its people.
- Establish a lead nurturing program with helpful content for your potential customers when they face a related issue. They should be able to recall your brand in such a situation.
How to implement a sound inbound strategy?
Only creating an inbound strategy via email marketing is not enough. It has to be implemented in the best possible manner to get the desired results. The first thing in this regard is a foolproof email structure.
- Think of a message you want to deliver and the best effective manner possible to execute it. The idea here is not to provide a long boring notice or a short, confusing one. We have to settle for a perfect middle ground.
- Once you have drafted a message, the second step is to dictate an email sequence, i.e., which email is to be sent to whom.
- Subject line is the make it or break it factor here. Readers will not even bother to open it if it doesn’t attract their attention, i.e., too technical or boring. A catchy subject line is a determining element for a successful email. Please make sure the subject line is attractive enough to stop them from reading the mail.
- Above all, don’t forget to add a Call-To-Action (CTA) at the end of the emails. A CTA that revolves around either your service or product is advisable. If the email doesn’t contain a CTA, add something interesting to your site to reel in some dedicated audience.
- Whenever you write an Email, always put yourself in the receiver’s shoes. Think of a subject live that would captivate you the most. What are the topics you are more interested in about that company? A helpful and tempting content would fetch more customers to your site. In addition to this, they would want more emails to stay in touch with the company. That’s promising!
Turn The Leads into Customers
You are into email marketing with one goal, i.e., to turn the leads into customers. Be smart in how, when, and what to provide your potential customers and eventually convert them into buyers. Look at the buyer’s journey, divide them into different groups and send information accordingly.
- If the customer is at the first stage of the journey, sending them case studies or product comparison charts at this step would be an utter disaster.
- Start with some welcoming notes, and then gradually tell them more about your products and services. Maintaining a database to keep a track record of buyers’ journeys is crucial.
- If a customer shows interest in your services by providing his information, you should maintain a workflow towards him to engage that particular receiver through a series of automated emails.
Examples of email Marketing for B2C Businesses
Email marketing for B2C can reward you with conversion rates as high as 50%.
Some examples of B2C email marketing are as follow:
- Welcome email series
- Newsletters
- Product/service update emails
- Re-engagement emails
- Security check emails
- Order confirmation emails
- Feedback emails
- Birthday emails
- Reminder emails
- VIP emails
Conclusion
Email marketing is the most hassle-free and efficient way of capturing future customers. It works as the most effective way to give you desired leads and loyal customers. It sets the stage for open communication and offers several ways to present your services and products to the customers. Marketing is responsible for customers’ delight to help you get a larger slice of the pie, especially when you don’t have enough staff to perform this task effectively. Inbound marketing will continue to thrive as revolutionizing marketing bate.
