Inbound Marketing Meets Email Marketing

10.03.2016 |

Episode #2 of the course “How to do email marketing the inbound way” by HubSpot Academy

 

The best part about email is its versatility. When considering the inbound methodology, email is primarily used to close leads into customers. Additionally, email can be used to delight customers.

The primary function of email is to nurture your leads into customers. Nurturing is all about sending the right email to the right audience at the right time. Nurturing means helping your customers to grow.

If you send your leads content that helps them do their job better, they’ll be more open to speaking to your sales team down the road.

Providing your leads with helpful, relevant content helps you build a relationship with them. It allows you to position yourself as a consultant, ready to help them with their challenges. Inbound marketing is all about that combination of content (what you’re sending) and context (when, why, and who you’re sending it to). If you do that well, your leads will be more likely to interact with you and look forward to your emails.

You can continue to use email after someone has become a customer too.

Inbound businesses recognize that the point of purchase is only the beginning of their relationship with a customer. They use emails to consistently delight people who have already bought their product or service.

For example, it can be as simple as the occasional check-in, or perhaps sending helpful resources and special customer-only extras. Attention is keya happy customer can be your biggest advocate!

It’s also a cost-effective way to delight your customers. You can strengthen relationships, upsell new products, and reduce churn (that is, customers are less likely to stop using your products or services).

The inbound email friendship is a lifetime commitment proven to yield results. In the next class, we’ll explain how to target your emails based on buyers’ personas and the buyers’ journey.

 

Recommended book

“The New Inbox: Why Email Marketing is the Digital Marketing Hub in a Social & Mobile World” by Simms Jenkins

 

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