Email marketing can be inbound
When done right, email marketing can be considered as a full-fledged element of an inbound strategy. Considering what has been said above, email marketing, to be effective, must provide added value to prospects who are already interested in a company and its services.How do you know if a contact is interested in you?
It's pretty simple: if someone spontaneously asks to receive emails from you, it's pretty clear that they're interested in the information your company can provide. But how do you prevent your qualified contacts from unsubscribing from your database, and how, conversely, do you get them to open your email and engage with your brand?Provide added value in your emails
This is where many companies fail. It's easier for a company or a marketer to focus on what they want a potential customer to know or do, rather than on what they actually want to learn or see. But what percentage of your prospects are ready to take this step after an emailing? As a general rule, only a very small percentage of contacts are ready to make a purchase after receiving an emailing. To avoid this, every time you send an email to your contacts, ask yourself these questions:- What does my prospect really want at this stage of the buying cycle?
- Do you want more information about our products and services?
- Does he want more information about our company, expertise, case studies?
Adapt, target, segment
No, email marketing isn't drowning among the new emerging marketing strategies. But realizing this doesn't mean doing it right! Segmentation and hyper-segmentation! Keep in mind that your prospects aren't all the same, they don't all expect the same information, they're not at the same level of the conversion funnel, they don't have the same objectives when it comes to their relationship with you and your company.This is why segmentation and hyper-segmentation are essential strategies for good email marketing.What are segmentation and hyper-segmentation?It's quite logical in itself: it's the analysis of your contacts and the personalization of your emails according to the segments you can derive from this analysis.Our advice: make lists of prospects according to the company they work for, their position within that company, the date they signed up for your newsletter or emailing, separate your customers from your prospects, etc.Group your prospects according to their similarities and personalize your emails according to these groups.For an emailing campaign to be successful, it must be closely monitored. Keeping a critical eye on these figures and strategies enables you to fully understand your prospects' behavior and needs, and above all to adapt your strategy throughout the conversion cycle.Still skeptical? Visit HubSpot studythe American company behind the Inbound Marketing concept, should convince you. Segmented emailing generates results that speak for themselves: segmented mailings tailored to the information needs of the target generate a click-through rate of 8%, while mass mailings struggle to reach 3%.The relationship between you and your leads should be a perfectly mastered waltz, adopting their rhythm to avoid missteps! In view of these considerations, it seems justified to assert that yes, emailing can be inbound and has its place in an Inbound Marketing strategy. But for this assertion to be true, certain efforts need to be made:- Analyze your target
- Segment your contacts
- Establish a mailing schedule
- Personalize your emailings according to your contacts' needs
- Answer their questions and give them the information they are looking for
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