How Can Email Marketing Fuel Your Overall Inbound Strategy

You’re tired and frustrated. It seems like you haven’t seen any results in a decade. You have worked hard and learned all the possible inbound marketing strategies, yet you fell short of your expectation. But why?

Maybe, it’s because you’ve included social media posts, blog posts, and search engine optimization but forgot the most impressive and effective inbound strategy and that is email marketing.

Now the question you may ask is how can email marketing fuel your overall inbound strategy and why it is so important.

Before answering that, let’s make one thing very clear. That is: Is email marketing inbound or outbound marketing strategy? The answer is both.

Inbound email marketing tries to connect, interact and build relationships with those customers who have already shown interest in your product or services.

On the other hand, outbound email marketing tactics follow the email collection process and cold-call their audiences with information. It’s interrupt-based marketing.

Now that you’re clear on the basic concept of inbound and outbound email marketing, we can discuss it further. Let’s know how you can boost your result by adding email marketing to the inbound marketing campaign.

Why Email Marketing Is So Important for Inbound Strategy?

There are 4 billion daily email users. Most of them check their emails on a regular basis. That’s why you have a chance to stand out through your email marketing campaign. Since a vast number of people are opening and reading their emails every day.

Besides, 77% of B2B companies use emails for their content marketing operation. Among them, almost 80% rated email marketing as a successful inbound marketing strategy.

Now, why these email marketing campaigns are so effective? It’s because, In other inbound strategies like social media marketing (Facebook, Twitter, Instagram), content marketing (Blog Posts), and SEO (Search Engine Optimization), the CTR (Click Through Rate) is quite low compared to Email marketing.

It is noteworthy that the customer engagement rate in social media is 0.58%. On the contrary, the email open rate is 22.86% and the email click-through rate is 3.71% (Via Optinmonster). That’s why, without a doubt, email marketing campaigns are so powerful as a part of your inbound marketing strategies.

The Role of Email Marketing in Different Stages of Inbound Strategy

What we are trying to prove is that email marketing is a dominating part of inbound marketing strategy. For B2B businesses, an inbound email marketer can turn an email opener into readers, readers into visitors, and visitors into loyal customers.

So, the role of email marketing in your inbound marketing campaign is vital. Let’s talk about how a simple email can boost your B2B business more than ever before.

Attract Potential Customers

Inbound email marketing campaign practices the concept of interaction and building relationships with clients. Therefore, an email marketing strategy can fuel your overall inbound strategy. You can attract existing and potential customers.

Also, an enticing and well-designed email can grab the attention of those who have shown some sort of interest in your product or services.

Imagine: A potential customer is searching for a refrigerator mechanic. So, he/she browses relevant web pages on the internet. Suddenly they found a website that provides refrigerator repair services. But, he/she becomes unsure of taking your business help or services. So, they just subscribe to your email newsletter and move on.

On the following day, an email pops up with informational content related to refrigerators. They read your content and feel convinced. So they move forward to reading your content on a regular basis.

Thus, email marketing can attract potential customers and if the opportunity arrives they can become the most loyal customers.

Convert Leads into Clients

In the conversion stage, email plays a role in turning leads or target audiences into paying clients.

Let’s consider an example: Suppose you run an e-commerce store selling fitness equipment. A potential customer visits your website and shows interest in a particular treadmill but leaves without making a purchase. By capturing their email address through a pop-up subscription form, you can send them personalized emails later.

In the email, you can send informative and engaging content. For instance, You can highlight the benefits of the treadmill, offer a limited-time discount, and provide additional information or customer reviews.

These targeted messages aim to nurture the target customers’ interest. It can also increase customer engagement, and ultimately convince them to make a purchase.

Close Deals with Clients

When it comes to closing deals, email marketing serves as a powerful tool in the sales process. For example, let’s say you are a software company selling a project management tool. After a series of product demonstrations and negotiations, you can send a follow-up email that includes a detailed proposal outlining the features, pricing, and implementation timeline.

In this email, you can also emphasize the specific benefits of your software for the client’s business, showcase relevant case studies, and provide references from satisfied customers. By using email to present a compelling case and address any remaining concerns, you increase the chances of successfully closing the deal.

Delight Customers

Email marketing goes beyond the initial sale; it also plays a crucial role in after-sales service and maintaining customer relationships.

For instance, suppose a customer purchases a subscription to your online learning platform. Following the purchase, you can send a welcome email that expresses gratitude, provides login instructions, and highlights key features of the platform.

Also, you can send regular newsletters or personalized emails, and industry news to your customers. It will act as marketing fuel for your inbound strategy.

By continuously engaging with your customers through email or personalized messages, you can achieve customer loyalty, maintain relationships, and demonstrate that you care about their ongoing success.

Getting Feedback

Feedback is invaluable for businesses seeking to improve their products, services, and customer experiences.

Let’s imagine you own a restaurant, and you want to gather feedback from your recent diners. After their visit, you can send a follow-up email thanking them for dining at your establishment and asking them to rate their experience through a short survey.

In the email, you can assure customers that their feedback is important to you and that you value their opinions. By making it convenient for them to provide feedback via email, you increase the likelihood of receiving valuable insights.

Furthermore, you can offer incentives such as a discount on their next visit as a token of appreciation for their time and input. This “Getting Feedback” content marketing strategy can help your business to grow a lot faster. Also, it will earn you a reputation from loyal customers.

Perfecting Your Email Marketing For Inbound Marketing

So far, we’ve learned, how you can integrate email marketing into your inbound marketing strategy and achieve better sales. Now, let’s move toward perfecting your email marketing for the best practices of overall inbound marketing strategies.

Know Your Audience

You should understand the needs, preferences, and interests of your audience for crafting compelling subject lines and relevant email content.

By conducting market research, analyzing customer data, monitoring engagement, and key email marketing metrics, you can gain valuable insights into your target audience.

For instance, if you run an online bookstore, understanding the genres and authors your audience prefers can help you personalize email recommendations and promotions accordingly.

Segmentation

What is segmentation? Segmenting means dividing your audience into distinct groups based on specific characteristics or behaviors.

By segmenting, you can redesign your email marketing messages to target each group’s unique needs and interests.

For example, if you operate an e-commerce store selling both men’s and women’s clothing, segmenting your audience by gender enables you to send targeted emails featuring relevant products and promotions.

Sending the Right Email at the Right Time

Timing is super important for email marketing success for B2B inbound email marketers. If you know the preferences and behaviors of your audience, you can choose the ideal time to send your emails.

For instance, if you have an audience primarily composed of professionals, sending emails during business hours may yield higher open and click-through rates.

Similarly, understanding the time zones of your subscribers can help you schedule your emails. It will make sure they arrive at a convenient time for each recipient. You can also use email automation tools like Keap, Mailchimp, or Hubspot. However, This tactic will stimulate the performance of your inbound email marketing strategy.

Nurture Your Leads to Turn Them Into Customers 

You can nurture leads and existing customers through email. It’s an effective way to build relationships and guide potential customers along the buyer’s journey.

To do this, you should offer valuable and educational content. Thus, you can establish yourself as an authority in your industry.

For example, if you offer financial consulting services, you can send a series of emails providing tips for financial planning, investment strategies, and budgeting. This consistent and helpful communication promotes trust. Eventually, it will position you as a reliable resource. Also, it will increase the likelihood of converting leads into customers.

Showcase Customer Success Stories

If you can share your customer success stories, buyer’s journey, testimonials, and case studies in your email marketing, it will impact your credibility and build trust with your target audience.

Besides, sharing real-life examples of how your product or service has positively impacted customers’ lives or businesses helps potential customers see the value you offer.

For instance, you can send emails featuring case studies that highlight challenges your customers faced and how your solution helped them overcome those challenges. These stories create a sense of authenticity and demonstrate the tangible benefits of choosing your business.

Creating Compelling Email for Inbound Email Marketing

Now, I hope you know better, how can email marketing fuel your overall inbound strategy. Content marketing isn’t easy. It’s even harder to create a compelling email. Also, you’ll find it intensely difficult to engage and interact with potential clients to increase website traffic and generate more sales. Here, we will share some tips on crafting effective emails for your inbound strategies.

1. Writing Eye-catching Subject Lines

The first thing is you need to find a magic word. Some magic words are “exclusive,” “limited time,” “free,” or “urgent”. Magic words have the power to intrigue and motivate readers to click on your email.

Subject lines should be concise and to the point while still capturing the reader’s interest. Keep them short, usually under 50 characters, to make sure they are fully visible in email previews. Use language that provokes curiosity, sparks emotions, or promises value.

For example, “Discover the Secrets to Effortless Weight Loss” or “Unlock Your Full Potential with Our Exclusive Guide.”

Here are some commonly used subject lines:

• “Last Chance: Don’t Miss Out on Our Biggest Sale of the Year!”
• “Exclusive Invitation: Join Our VIP Club for Special Benefits”
• “Say Goodbye to Stress: Discover the Ultimate Relaxation Techniques”
• “Your 20% Discount Awaits: Shop Now and Save Big!”
  

2. Creating Valuable Content and Exclusive Offers

To boost website traffic and improve your inbound strategy, you should send emails that offer valuable content and exclusive offers. Your subscribers receive numerous emails every day, so you need to make yours stand out.

Offer exclusive discounts, promotions, or early access to new products/services to incentivize your subscribers to click through to your website. Also, use a unique and eye-catchy email template to grab the attention.

It will eventually increase the sales funnel, and drive more website traffic through your email campaigns.

3. Integrating Email Marketing with Other Channels

To maximize the impact of your email marketing efforts for inbound strategy, integrate them with other marketing channels.

This tactic helps create a cohesive and seamless experience for your target audience while expanding your reach.

For instance, you can promote your email newsletter or content upgrades on your social media platforms, inviting followers to subscribe. You can also include social sharing buttons in your emails to encourage subscribers to share your content with their networks, thereby increasing your brand visibility.

Also, use your website by incorporating email sign-up forms or pop-ups strategically. Integrating email marketing with other channels amplifies your overall inbound strategy.

Measuring Success in Email Marketing

In this era of digital marketing, email campaigns are the most used tactic to generate leads. But how can we measure the success rate of email campaigns?

To do this, you need to analyze various metrics such as open rates, click-through rates, conversions, and more. These metrics provide useful insights into the effectiveness of your email campaigns. Also, it will help you make informed decisions, improve customer engagement, and address the issues of inactive subscribers.

Let’s learn more about it:

Analyzing Open Rates

Open rates indicate the percentage of recipients who open your emails. A higher open rate suggests that your subject lines and sender name are compelling, piquing the interest of subscribers. To increase open rates, you can experiment with different subject lines, personalization, or even testing the timing of your emails.

For example, if you notice that emails sent in the morning have higher open rates compared to those sent in the evening, you can adjust your sending schedule accordingly.

Analyzing Click-Through Rates

Click-through rates (CTRs) measure the percentage of recipients who click on links within your emails. A higher CTR indicates that your email has relevant content and call to actions.

To get more CTRs, you can focus on crafting compelling and relevant content that resonates with your target audience.

Using A/B Testing to Improve Results

 A/B testing refers to sending two variations of an email to different segments of your audience and analyzing which version performs better. This allows you to experiment with different elements, such as subject lines, email copy, design, images or calls to action.

For example, you can test two subject lines to see which one generates a higher open rate. By comparing the results, you can identify the more effective approach and apply it to future email campaigns. A/B testing helps you make data-backed decisions.

Lastly, it can also assist you to run a re-engagement campaign to turn back your inactive subscribers.

Final Takeaways

What we have learned so far are:

• Email marketing is a powerful tool that can fuel your overall inbound strategy by connecting, interacting, and building relationships with potential customers who have shown interest in your products or services.

• Email marketing is both an inbound and outbound strategy

• E-mail campaigns are highly effective due to the high open rates and click-through rates compared to other inbound strategies like social media marketing and content marketing.

• There are 4 important stages while sending an Email: Attract, Convert, Close, Delight, and Feedback.

• Perfecting your emails, crafting compelling subject lines, targeted campaigns, and personalized content plays a vital role.
• Analyzing your E-mail marketing success through metrics like open rates, CTR, and A/B Testing can give you informed data.