Here's How to Use Email Marketing in Your Inbound Strategy
Posted: Tue Dec 03, 2024 6:40 am
According to data, among digital marketing tools, email marketing can bring a ROI of 4200%. Through targeted email campaigns, in fact, you can reach people who already know your brand and easily convince them to take action towards purchasing your product or service.
In this guide, we talk about how to build an effective inbound email marketing strategy and what to consider when it comes to inbound marketing . With ActiveCampaign’s experience in this area, we’ve put together a summary of the best tips to help your business grow.
Change the face of your business, speed up processes and increase sales. Choose ActiveCampaign . Try it now.
Email Marketing: What It Can Do for Your Inbound Strategy
As a marketer, your goal is to expand your brand’s audience and visibility . What better way to increase the effectiveness of your campaign than with a proven inbound email marketing strategy ?
With email marketing, you can improve your strategy and lead generation, as well as increase brand awareness, by sending direct messages to customers and showing them how much they matter to your company. Inbound marketing (or content marketing) focuses on attracting the public's attention to your brand rather than trying to engage any audience, even if they are off-target.
Instead of sending mass emails hoping they will generate new contacts, with the inbound method you can adopt a strategic approach to email marketing . Inbound email marketing, in fact, focuses on sending emails to people who are actually interested in your products, services and brand.
The most significant benefits of inbound marketing are:
Better lead quality. Potential customers who are familiar with your products or services and are more likely to buy from you may trust your brand more than potential customers who have never heard of your company.
Greater cost efficiency. You can get more leads for your business almost for free: once you create quality content, it will continue to attract new customers, allowing you to focus your efforts on other activities.
Increased visibility and brand awareness . You can attract attention to your business by creating useful content and sharing it on channels that your potential customers use frequently.
In this section we discover the main characteristics of inbound email marketing.
The importance of the funnel
There are two types of email marketing campaigns: outbound and inbound. Inbound emails allow you to reach the right customers . The inbound marketing funnel is where a lead is in the process of choosing your company versus your competitors. If you are familiar with the generic sales funnel or customer journey, you can see how the inbound marketing funnel offers a similar perspective.
Here are some key tips for building your inbound funnel:
Know your target audience : before outlining the customer journey, you need to define a buyer persona, or your ideal customer;
Spend time building a great landing page;
Generate traffic to your funnel;
Perfecting an email drip campaign .
Lead Generation
Email lead generation uses email marketing afghanistan whatsapp number data 5 million software to design, launch, and execute digital marketing campaigns that are designed to generate leads for your business. There are two main types of email lead generation:
Inbound email lead generation . This is a type of email marketing campaign that involves attracting leads with free, valuable content. Target users voluntarily provide their data and permission to be contacted with marketing materials in exchange for your content.
Outbound Email Lead Generation . Outbound lead generation involves sending cold emails to potential customers who fit a certain profile. Unlike its inbound counterpart, outbound does not require customers to come to you, but instead chases them.
What makes inbound email marketing such a strong lead management channel ? Here are some of its key features:
Automation. With marketing automation, you can easily set up, run, and manage email lead generation campaigns on autopilot.
Targeting. Email is the best option when you want to reach a specific audience: you can easily segment your list to make sure you send the right message to the right audience.
Measurable. Another benefit of using email is the ease of tracking and measuring performance.
Lead Scoring. Lead scoring is an essential aspect of lead generation because it lets you know how close your leads are to converting. Again, email service providers can provide you with the data to track your leads effectively.
Lead Qualification. Qualifying leads becomes easier with the richness of data (and CRM): with these tools, you will be able to easily classify your leads into different segments, such as Marketing Qualified Leads (MQL), Sales Qualified Leads (SQL), and many more.
Customer Engagement
Engagement is a fundamental tool for your email marketing strategy. Follow these tips in the messages you write, if you want to increase the engagement of your target audience:
Use social proof ;
Teach them something useful ;
Celebrate their achievements ;
Send targeted recommendations ;
Make emails personal ;
Work with interactive emails ;
Don't just have a promotional intent , but also share useful information;
Measure various metrics .
Turning Leads Into Customers
Inbound leads are those who come into contact with you directly or through various reference channels . It may be that someone has learned about your company through social networks, web marketing or has received a direct recommendation from a friend or colleague.
In this guide, we talk about how to build an effective inbound email marketing strategy and what to consider when it comes to inbound marketing . With ActiveCampaign’s experience in this area, we’ve put together a summary of the best tips to help your business grow.
Change the face of your business, speed up processes and increase sales. Choose ActiveCampaign . Try it now.
Email Marketing: What It Can Do for Your Inbound Strategy
As a marketer, your goal is to expand your brand’s audience and visibility . What better way to increase the effectiveness of your campaign than with a proven inbound email marketing strategy ?
With email marketing, you can improve your strategy and lead generation, as well as increase brand awareness, by sending direct messages to customers and showing them how much they matter to your company. Inbound marketing (or content marketing) focuses on attracting the public's attention to your brand rather than trying to engage any audience, even if they are off-target.
Instead of sending mass emails hoping they will generate new contacts, with the inbound method you can adopt a strategic approach to email marketing . Inbound email marketing, in fact, focuses on sending emails to people who are actually interested in your products, services and brand.
The most significant benefits of inbound marketing are:
Better lead quality. Potential customers who are familiar with your products or services and are more likely to buy from you may trust your brand more than potential customers who have never heard of your company.
Greater cost efficiency. You can get more leads for your business almost for free: once you create quality content, it will continue to attract new customers, allowing you to focus your efforts on other activities.
Increased visibility and brand awareness . You can attract attention to your business by creating useful content and sharing it on channels that your potential customers use frequently.
In this section we discover the main characteristics of inbound email marketing.
The importance of the funnel
There are two types of email marketing campaigns: outbound and inbound. Inbound emails allow you to reach the right customers . The inbound marketing funnel is where a lead is in the process of choosing your company versus your competitors. If you are familiar with the generic sales funnel or customer journey, you can see how the inbound marketing funnel offers a similar perspective.
Here are some key tips for building your inbound funnel:
Know your target audience : before outlining the customer journey, you need to define a buyer persona, or your ideal customer;
Spend time building a great landing page;
Generate traffic to your funnel;
Perfecting an email drip campaign .
Lead Generation
Email lead generation uses email marketing afghanistan whatsapp number data 5 million software to design, launch, and execute digital marketing campaigns that are designed to generate leads for your business. There are two main types of email lead generation:
Inbound email lead generation . This is a type of email marketing campaign that involves attracting leads with free, valuable content. Target users voluntarily provide their data and permission to be contacted with marketing materials in exchange for your content.
Outbound Email Lead Generation . Outbound lead generation involves sending cold emails to potential customers who fit a certain profile. Unlike its inbound counterpart, outbound does not require customers to come to you, but instead chases them.
What makes inbound email marketing such a strong lead management channel ? Here are some of its key features:
Automation. With marketing automation, you can easily set up, run, and manage email lead generation campaigns on autopilot.
Targeting. Email is the best option when you want to reach a specific audience: you can easily segment your list to make sure you send the right message to the right audience.
Measurable. Another benefit of using email is the ease of tracking and measuring performance.
Lead Scoring. Lead scoring is an essential aspect of lead generation because it lets you know how close your leads are to converting. Again, email service providers can provide you with the data to track your leads effectively.
Lead Qualification. Qualifying leads becomes easier with the richness of data (and CRM): with these tools, you will be able to easily classify your leads into different segments, such as Marketing Qualified Leads (MQL), Sales Qualified Leads (SQL), and many more.
Customer Engagement
Engagement is a fundamental tool for your email marketing strategy. Follow these tips in the messages you write, if you want to increase the engagement of your target audience:
Use social proof ;
Teach them something useful ;
Celebrate their achievements ;
Send targeted recommendations ;
Make emails personal ;
Work with interactive emails ;
Don't just have a promotional intent , but also share useful information;
Measure various metrics .
Turning Leads Into Customers
Inbound leads are those who come into contact with you directly or through various reference channels . It may be that someone has learned about your company through social networks, web marketing or has received a direct recommendation from a friend or colleague.