A click can transform the dynamics of brand presence. But how can you tailor emails to be that effective?
With an estimated 4.73 billion email users in 2026, mastering this channel could take your business to great heights. Email marketing doesn’t imply stuffing inboxes with back-to-back messages. It’s all about delivering the right content at the right time, to the right customers.
A successful campaign will promote continuous dialogues with the audience, and increase the percentage of prospects converting into paying accounts. Make the most of this cost-effective strategy to attract high-value customers and boost the sales cycle. Let’s walk through a list of ways in which it will benefit your business.
Significance of Inbound Email Marketing
Improves Brand Visibility
Believe it or not, emails can be an excellent opportunity to foster strong relationships with prospects and existing customers. You can personalize them as per the type of prospects and their pain points. When you customize the messages, your audience can relate to the business better. This allows you to improve engagement swiftly, and over time, this can also lead to customer retention.
Educates with the right content
While getting more customers on board is your main goal, you cannot send random content to target accounts. Create emails keeping in mind the client, including details that would be relevant. It is crucial to highlight how your offerings would add value to the prospects and why they should choose your brand. If you are struggling to increase website traffic, then it is a good idea to craft emails with links to your latest blogs, white papers, or other content.
Improved ROI
Since this marketing framework draws attention to a specific target niche, it reduces lead generation costs. When the ROI of your business increases, it is likely to withstand the competitive market. These email marketing features help to accelerate the revenue cycle:
- Cost-effectiveness- It is a fairly feasible strategy that does not require a lot of funds. Meaning companies that are just starting up can also use this tactic.
- Better communication- Launching customized email marketing campaigns allows businesses to increase audience reach. More people can become aware of your brand and offerings with a click.
Email Marketing in Inbound Strategy: Best Practices
You may think that writing an email would be a no-brainer. But there are some tips and tricks that can up your game.
Engage Customers through Content Distribution
Your content team probably creates various materials that add value to the prospects, like whitepapers, E-books, newsletters, blogs, and so on. And, your social media team uploads them on platforms or develops ads to promote the content. Why not share these through emails as well? You can use this channel to enhance brand positioning and authority.
Personalize your messages
Adding a personal touch can make email marketing the star that does wonders for brand-customer relationships. When you design content in alignment with user behavior, preferences, and demographics, it fosters a meaningful connection with the audience.
Conserve Resources
Remember those hours and days invested towards acquiring leads, hoping the deals would close but they didn’t? Investing time and resources on prospects that do not resonate with the business is not just disappointing. You also lose out on other prospects who would have probably accepted your offerings. This can be prevented by focusing on a niche clientele and using metrics. The open rates can be easily tracked, giving you an idea of the response to your campaign.
In case someone opened your email but refused to take any action, do not give up just yet. Send a follow-up comprising these elements:
- Personalization
- Stating the specific reason for the follow-up
- Emphasis on the purpose of the previous email
- Proposal of an offer
- Outcomes if the proposed offer is accepted
- Call-to-Action
You may be surprised that many prospects might respond and perhaps come on board after a prompt follow-up.
Draw high-quality Leads
Simply put: inbound email marketing is considered efficient when it results in lead generation. If you nurture every lead backed, you increase your sales by about 50% and lower the costs by 33%.
Collecting personal details of your prospects and existing customers through opt-in forms can help you get more paying accounts. Additionally, these three tools will drive more website traffic:
- Incorporate Lead-scoring
- Catch the attention of customers
- Run referral campaigns
Optimize email send times
If you face low open rates, you could be picking the wrong time to deliver messages. You can tip the scales in your favor by researching the target audience and location. Then you can schedule the best time to shoot emails through workflow automation.
Test the layout
Adding visuals can reinforce your email content, helping users to understand your message better. The right combination of colors, images, and white space can direct the audience’s attention to specific parts of the email, like the CTA. So, don’t forget to take a close look at the overall layout of your content.
Analyze email performance
Just sending out emails is of limited value, if you do not measure the success/evaluate gaps. Use KPIs periodically and keep tabs on the email open rate, click-through rate, unsubscribed rate, and conversion rate. Also, test different elements of your emails, like subject lines, call-to-actions, and content formats.
Respect user consent
When subscribers explicitly opt-in or sign up for your emails, it conveys that you are a legitimate sender. Give your audience the option to choose the type of emails they want to receive. Make sure the consent and privacy of your audience are not breached. Failing to comply with customer consent can become a barrier to building trust.
Include a Customer Data Platform (CDP)
Before you launch an email campaign, you need to know which customers are your target niche. Collecting and organizing customer data can simplify this process. A CDP does just that! It records comprehensive data in one place and offers the perk of activating information across all touchpoints.
Miscellaneous pointers
Lastly, some quick pro tips to write excellent emails that prospects are likely to respond to:
- Add a catchy subject to improve email open rates
- While crafting your email, focus on the objective
- Write an email that is not too long or short but finds a perfect balance
- Set up email sequences to identify when emails are delivered and to whom
A Short Success Story
A tech giant utilized this inbound marketing strategy to promote webinars, illustrating their expertise. The emails focused on getting more attendees among the targets of interest. They consisted of clear CTAs and listed the benefits of attending the webinar.
The outcome?
Every time the company organized an event, they had packed sessions.
This case study highlights that action-oriented content surrounding your objectives can produce the desired results.
Key takeaways
Inbound email marketing is a strategic framework that utilizes personalized messages to attract the right customers. You can complement and enhance this framework through emails that engage the target audience. It comprises the entire system, from lead nurturing to delighting people with customized offers and personalized conversations. The primary focus is to induce strong consumer engagement, building synergy between your audience and valuable content. Like most marketing approaches, emails require continuous refining driven by data-backed insights. If planned and executed systematically, this inbound strategy can convert prospective customers into paying accounts.
