How Can Email Marketing Fuel Your Overall Inbound Strategy?

Email is one of the most powerful online marketing tools there is. It’s one of the most reliable forms of marketing automation, too. But for the average small business owner, many questions still linger about how email marketing works.

The purpose of email marketing is to encourage people to purchase your product. This means you need to find a balance between getting the message across and not annoying the recipient.

When you think about it, email is one of the few digital channels where you can’t “spam” your subscribers. While there are no rules, marketers must be sensitive to the fact that your message is received on a private channel and may be read by many.

What is inbound marketing?

Inbound marketing helps businesses attract new leads and grow their customer base by targeting content to the right audiences based on where they are in their buying journey.

Inbound is a methodology, not a tactic or single strategy, but rather an integrated approach that draws on multiple strategies to increase the flow of prospective customers to your site. It focuses on content marketing, search engine optimization, social media, and more.

It’s an approach that focuses on building trust, authority, and credibility with your target audience and ultimately helps you convert leads into sales.

The primary goal of inbound marketing is to attract and convert leads into customers.

Email marketing is a great example of an inbound marketing tactic. When it comes to inbound marketing, a focus on engaging with your target audience is critical. The best email campaigns bring people closer to your brand by delivering valuable, relevant content.

This is where email marketing excels. A recent study by the University of Pennsylvania School of Medicine showed that email had a higher click-through rate (CTR) of 43% when compared to other marketing channels like social media.

Why Should You Invest in Email Marketing?

There are many reasons why investing in email marketing for your organization should be a priority. Some are obvious and others may seem less important, but every email you send has the potential to be a catalyst that drives more traffic to your site.

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Here are a few examples of how email can positively impact your inbound marketing efforts:

  • Email is a great way to encourage visitors to take action and purchase from you. For example, your email could contain a link to a landing page or whitepaper about your product. This helps you get visitors to take the next step.
  • You can create a free event. Offer a giveaway, offer exclusive discounts, and more.
  • Use email to keep current customers engaged.
  • Email marketing has some of the highest conversion rates of any form of marketing.

It’s cheaper to market to current or past customers and email marketing does just that. When you combine a solid campaign with a solid drip/follow-up campaign, you’ll see the benefits. For example, segment people who don’t open the first email into a new list and send another email to them.

How to Build a List of Subscribers

When it comes to getting the most out of your email marketing strategy, having a mailing list is key. Email subscribers provide you with insight into their buying habits, what they care about and what you need to do to maintain their interest.

So how can we use email to find new leads for our businesses? Let’s take a look at 3 different ways:

1. Blog Posts

Blog content is another great way to generate new leads. It’s a great way to build a list of subscribers who’ve opted in to receive content from you and your business.

2. Website popups

Website popups are an excellent way to generate leads by allowing people to subscribe to your newsletter and/or to learn more about your company.

3. Lead magnets

Lead magnets are similar to landing pages, but instead of collecting contact information, they’re designed to collect leads. They’re usually placed on websites or in other places online where people will visit. Lead magnets can be anything from free eBooks to white papers to webinars. The point is to attract the right type of person to your business and provide them with valuable information that they’ll find useful.

Once you have a way to find and capture those leads, it’s time to segment them and make them part of your marketing system.

Why Email Marketing Is an Essential Tool for Inbound Marketing

A well-planned email campaign can help increase conversions and drive leads to your business. Email marketing can be a great way to communicate with your target audience about your products and services.

There’s a reason email marketing works so well as a lead-generation tool: it’s one of the best ways to create value for the buyer.

Studies show that 52% of marketers who adopt an inbound marketing approach to their business see more than 10x increase in inbound traffic. Email marketing is a critical component of an inbound strategy.

Here are some other benefits of email marketing:

  • Increased ROI
  • Increased traffic
  • Generate leads
  • Attract customers
  • Engage your audience
  • Get customers to return
  • Drive sales

As you can see, email marketing is an essential tool for businesses. If you want to start seeing results, it’s important to get your inbound marketing strategy right. This is where email marketing comes in.

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Author:
I've been making websites since I was a kid and now have over 20 years of experience building them for myself and my agency. I noticed patterns of problems that all business owners experience with their websites. Problems that most business owners don’t even know matter, let alone how to address. I built Pagemend to help people stay on top of their websites.

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