Emailing is an essential asset as part of an inbound marketing strategy. It is a tool that will play a major role in the generation of qualified leads, in loyalty, in commitment and in the increase in sales. We explain to you why this duo works as well.
As a reminder, inbound marketing, aims to attract prospects in an organic way, so that they come to you rather than the opposite. This strategy includes four distinct phases: attracting, converting, concluding and retaining.
Emailing as part of incoming marketing
Emailing is a key strategy used both in Outbound Marketing, and in Inbound Marketing.
In the case of Inbound, your email is sent to people who have given their agreement beforehand to receive it, therefore who already demonstrate a minimum of interest in your brand and your products/services. Here, no massive shipments to an poorly targeted audience, so less likely to end up in unwanted letters. This also makes it possible to oust those who are not interested in you or by your offers, and thus to avoid spending unnecessarily money in a campaign aimed at an unsuitable audience.
With incoming marketing, you are not going to look for the prospect to ask him to give you his information. It is he who comes to you, who takes the first step by providing his contact details. All the subtlety is there.
The emailing used in an incoming marketing context is accessible to any type of business. It offers relevant, quality, suitable content adapted to the target audience. This is a great way to naturally attract traffic to your site, create engagement, target a certain type of buyers, personalize your content and offers. In addition, remember that emailing brings a very interesting performance when it is not expensive to set up.
Inbound marketing and emailing: tips for improving your strategy
Know your audience on your fingertips
It is essential to know perfectly the public you target. This is where the Buyer Persona comes in, because it will allow you to define precisely to who you are addressing.
Segment your audience
Once you have defined your personas, you can go to the segmentation of your audience in established groups according to precise characteristics (Persona, stage of the customer life cycle, etc.). You will understand, the purpose of emailing in incoming marketing is to send relevant and very targeted messages, meeting the specific problems and needs of your audience. Thus, each information collected on your contacts is useful.
Master the timing
Everything is in the timing, namely sending the right message at the right time. For this, you must take into account the buyer’s journey, but also his personality, his lifestyle. For example, not everyone reads their emails at the same time.
Take care of the content and object of the email
Each detail is important: spelling, grammar, tone, choice of words, presentation. Your email reflects not only your business, but also your ability to contact your audience in the right way. The message must be clear, concise, catchy and interesting. He must feed the reader, bring him value.
Also think of the subject of the email, the first thing your reader will see. This element is a determining factor for the opening of the message, and must be worked with the greatest care. He wants to be both short and impactful, he must make the person want to go further.
Maintain the relationship with your prospects
Be aware that your prospect will not necessarily become a customer from the first email received. It is a relationship that is built in the long term and which is gradually feeding. To gain the interest and confidence of your target, you must continue to send him content representing real value for it.
Know that each inbound marketing campaign by emailing is different. Do not be afraid to try several techniques to find those that work best (content, layout, shipping, etc.). The monitoring of statistics and the analysis of the results will help you have an overview and understand what works well or not.
