In today’s world of communication, Email Marketing is still an important and effective Inbound Marketing tool for communicating with your contacts.
Email Marketing has its roots in every point of an Inbound Marketing strategy, which will remain focused on its goal and will deliver high ROI rates.
In this article we will see why Email Marketing is important for the growth of your business and why it is an integral part of an overall Inbound strategy!
When was the last time you sent an email to someone? Most likely it was a few minutes ago or even now as you read this article. Now, ask yourself what kind of email you were sending. If you can not remember, you can take a look. This email could be a quick reminder or note to your coworker, a personal message to a friend, or even a promotional email to a segmented contact list of your business.
Imagine yourself in the place of Ray Tomlinson in the ’70s, when he sent the first email and marked the beginning of the age of modern communication. The message he sent was of course nothing special, it was a series of characters and numbers between two computers connected to a mechanical network, and it looked more like a password than a message, but the significance was huge. From that moment on, nothing would remain the same.
Today email is considered the most important factor in the success of a marketing strategy, according to 40% of B2B marketers surveyed.
Also 80% of industry professionals believe that email is a vital element in customer retention. And 73% of consumers also said that emails are the channel they choose for the marketing actions they receive.
We have all been confronted with examples of ineffective email marketing strategy. Just open the spam folder if you are still unsure. Clickbait, phishing and the harmful content of an email are all examples of a problematic email marketing plan. Unfortunately, this type of content has given email marketing a misconception about it, but businesses that continue to implement email marketing have a much more effective strategy in their hands.
An advanced email marketing strategy is a two-way process in which the customer is just as involved with the business. To succeed, in the long run, it is not enough just to produce content non-stop while waiting for your automatic sales increase. You need to develop a balanced process in which you get subscribers, get to know them better, communicate with them, respond to their concerns and inform them, while at the same time you can analyze and control your performance in it. In simple words it has to do with maintaining value for your own audience.
Email marketing can be applied in different forms. But let’s look at some of his successful and proven practices:
Welcome new subscribers with welcome emails – The most important email a business can send is the welcome email. It is usually the first message (or series of messages) a new subscriber receives, which makes it a great opportunity to set their expectations. Welcome emails are a campaign that scores the highest performance, as they are the messages with the highest number of open rates.
Keep your audience using the newsletter – With these regular emails you have the opportunity to share with your audience the daily, weekly or monthly news about your business, your product or the industry you belong to. The newsletter is also a format through which you can highlight any comments and reviews of your customers, present samples of new research or share new and innovative ideas with your audience.
Encourage sales through special offers – When you start promoting a special offer for your product or service, email marketing is a quick and effective way to present your new offer. You can also customize these messages using behavioral targeting. For example, you can inform customers when a product is for sale and they might be interested in buying it. Or you can send a special discount to your most loyal customers, to thank them for staying loyal to your business.
Sending updates about your brand – Probably a favorite product of customers or a service you offer to change in some way – always to the benefit of customers of course. Maybe your whole brand will renew its image. These are all things that your customers should be aware of and email marketing is a great way to achieve this. Also, notifications for online orders are made, mainly, via an email message. This makes it easier for your customers to track their order at any time and schedule its delivery.
Remind your customers to take action – An email campaign to those who have abandoned their online cart during their abandoned cart is a good example of reminders that work. When an online shopper adds a product to his cart but is not led to the check out process, then these automated emails “get the job done”, pushing the buyer to return to the website and complete his purchase.
Connect with your subscribers on special occasions – There are many brands that send email to their subscribers to indicate special occasions, such as birthdays, anniversaries, etc. These messages make your customers and subscribers feel more special, as you customize their content just for them.
Why is email marketing so useful?
All marketing activities, in the end, lead to the development and strengthening of relationships with your customers. Sure, there is an end goal – the business wants something from the customer and the customer wants something from the business respectively. However, the most useful forms of marketing are those that help build relationships between brands, customers and potential customers. And here’s the point at which email marketing excels.
Opening an email focuses more on a person’s commitment to the content of the message than an ad that may have appeared on a person’s feed while browsing social media. If someone clicks on the email you sent them, you automatically gain their commitment and engagement with your content, even if it is for a short time.
Once you gain your place in a subscriber’s inbox, you will be able to communicate with them on a much more personal and individual level. Email is by nature a “one-on-one” communication channel and the best email marketing strategies use it as an advantage.
Through email marketing, you can speak directly to each of your customers. You can send them content, your offers and updates related to their case. You can address their concerns on a personal level by customizing the content you create for them personally. It is no exaggeration to say that email is the best tool to attract new customers but also to maintain the loyalty of the existing ones in your business.
In addition, email gives you flexibility. There is so much you can do and say through a well-designed email campaign. Once you have secured your place in your subscribers’ inbox, there are no restrictions on the type of content you can send them. This is a great opportunity for the marketing efforts you will undertake, the building of your business relationships and in general with the expansion of your clientele.
How can email help your business?
Email can bring great returns to your business, compared to the amount of your investment. You can also connect your business with a large, numerous, audience and retain your existing customers. Surely these reasons make email a popular marketing channel.
This particular marketing channel will help you get to know your audience and at the same time grow your business. We would liken email to a two-way street and it is probably the most direct way to get in touch with your customers without talking to them face to face. And while face-to-face meetings require a lot of resources, are unpredictable and relatively rare one would say, email on the other hand provides a controlled framework to test your actions and get useful information about your campaigns.
The modern metrics that email provides us are very simple in their collection, measurement and analysis. The openings, the number of clicks and the involvement of the audience, etc., are elements that can be easily located in every part of your total audience.
Why is this important for your business? Because good performance means nothing to your business if you can not reproduce and improve it. In some campaigns there is definitely the luck factor. But, for the most part, success can be measured and then reproduced, once you have the right data to work on.
Email provides valuable information about the effectiveness of your campaigns, the needs of your customers, and the position of your competitors. So, in addition to acquiring and maintaining your valuable customer relationships, email offers you a better return on your investment (ROI) and keeps your business within the trends of the industry you belong to.
How Do Email Marketing and Inbound Marketing Combine to Increase Your Business ROI?
Email marketing strategy should be part of the overall Inbound Marketing strategy that you will follow. You will develop this strategy as you promote your products or services and cultivate relationships with your customers in a humane and helpful way. For many people, email marketing is a very interesting part of Inbound Marketing. For others, however, it is still intertwined with outbound marketing.
Just hearing the word spam, it is able to prevent us from pressing the send button of that email we prepared. Especially for those businesses that rely solely on their customer lists, sending emails to people who have never shown real interest in communicating – this scenario can certainly seem daunting.
What needs to be made clear is that by using these outbound email tactics, marketers are not really communicating with the recipients of this message. It is important to remember that at the other end of the email is a fellow human being who will read it and not a machine running a command system. Creating an Inbound email strategy means creating a human, useful and customer-led discussion and experience that will lead to positive results for your business.
Where does email intersect with the Inbound methodology?
At this point it is best to first look at the Inbound methodology and then look at where in the process the use of email is involved. As we have already mentioned in other articles of our blog, Inbound methodology uses the flywheel model, which consists of 3 stages: Attract, Engage and Delight.
In the first stage of Attract, you attract your unknown audience, trying to turn them into visitors of your website. This can mean many things, such as enriching your blog with new articles, making use of social media channels and optimizing your website. All of these are means of publishing and distributing your content, which people consume on their own terms, without forcing you to engage them yourself.
After attracting your new visitors, the next step is to turn them into leads, gathering their personal information. So at the Engage stage, visitors themselves express their willingness to share their contact information with you in exchange for access to your valuable content.
At this point it is necessary to send the right message, at the right time, every time you want to turn a visitor into a lead.
So it’s time to turn these leads into customers in the 3rd stage, that of Delight. Email will continue to support your inbound actions after your customers are acquired. You can also use email tools to engage with your satisfied customers, who will advertise your product or service to other people. Do not forget that today, the trust that inspires a brand is more important than ever.
As our world today continues to evolve and new products and services make their appearance every day, there are many ways to get in touch with your business visitors, leads and customers.
Email marketing is still one of those practices that drive business growth and deliver high ROI rates in return. In fact, when combined with the rest of your communication tools, you can create a climate of trust that is both important to you and your customers.
By creating an effective Email Marketing strategy, you not only create a continuous and beneficial experience for your customers, but above all you create a truly human experience, which is the “heart” of Inbound Marketing.