The Rise of Inbound Marketing
Inbound marketing is on the rise, and for good reason – it works. Inbound marketing puts the focus on the user, it attracts them to your site, converts them into leads, and nurtures them into loyal customers.
Today, consumer is king – it’s all about putting the right thing in front of the right person at the right time, and email marketing, combined with inbound, lets you do that. Due to the growing popularity and effectiveness of inbound, email marketing has found a whole new purpose in the buyer’s journey. When a user fills out the information on your landing page, you now can effectively communicate with them through email and slowly nurture them through the buyer’s journey.
This users email isn’t from a random list of contacts you purchased online, it’s a real person with real interest in whatever it is that you’re offering. Take advantage of that. Use the power of email to show that person you care about their problem and the process of solving it, not just the sale at the end of the funnel.
Personalization and Segmentation is easier than ever
Because of inbound marketing, we now know how we can put the right thing in front of the right person at the right time through email. Let’s take it a step further and look at how to more effectively write these emails for better results.
Author and entrepreneur Dale Carnegie said it best, “Remember that a person’s name is to that person the sweetest and most important sound in any language.” This couldn’t be more applicable and significant for email marketing.
Any email marketing software worth your while will allow you to personalize your emails for the most effective results. Through the landing page used in your inbound marketing strategies, you should now at least have the users first name, last name, and email. Your CRM database can now take that basic information and personalize every email sent to that individual. Just like that, you can send a personalized email to every person in your database, and this does make a difference. Personalized emails see an improved click-through rate of 14%, increase in conversions of 10%, and personalized subject lines see a 26% higher open rate.
Segmentation is also a huge driver for success in your email marketing efforts. You can now segment your database based on where the user is in the buyer’s journey which further puts the right thing in front of the right person at the right time. You can have automated emails sent out to segmented groups of users who have certain characteristics and use those characteristics for dynamic email marketing. For example, if a consumer hasn’t clicked through on an offer in a few months, or you’ve seen a decrease in overall engagement, perhaps they are segmented into a new list in which they would receive a special offer to re-engage them back into the sales funnel. On average, segmented emails generate a 24% increase in sales leads, 28% lower unsubscribe rates, and 39% increased open rates.
Using segmentation and personalization will greatly strengthen your email marketing campaign, because the days of mass communicating the same thing to every person are over.
People check their emails on average of 74 times a day
Today, we live in a society where the world is at our fingertips – literally. We have access to nearly everything through our desktop computers, laptops, tablets, and (most notably) our smartphones with more than half of email users opening their emails directly from their phone. Because of the abundance in devices we have to access our emails today, people are checking their emails on average of 74 times a day. That’s right, 74 times. Every. Single. Day. That’s not a typo. This is yet another statistic that we can capitalize on as businesses and email marketers.
Most significant CRM databases will also be able to tell you exactly what times each day are producing the best open rates, click-through rates, and conversion rates. However, entering someone’s inbox should be taken as a privilege and approached with care. Just because someone checks their email 74 times a day does not mean you should be sending them a new email for every time they check it. In fact, it doesn’t mean you should be sending them an email every day at all. The amount of emails you should send to your users is not set in stone. It’s dependent on a lot of things such as your business type, offerings, content, strategies, etc., and this is something you will need to develop over time to figure out what works best for you and your business.
People care about email, they care about what’s in their inbox, and they care about who it’s coming from. It’s time to grab their attention and capitalize on this opportunity, because people are checking their emails more now than ever before.
Email has an average ROI of 4,300%
Email marketing services have proven time and again to spike the ROI rate of your company. Different studies have shown the average ROI of email to be anywhere between 4,300% and 4,700%. That is insane and something that shouldn’t be overlooked! You can count me in for any marketing effort that has an ROI as staggering as email. This must be a mistake, right?
Email has been recognized as one of the most profitable marketing channels as you are not spending nearly as much money on design, media, influencers, etc. If utilized properly with inbound techniques, personalization, and segmentation then all of your emails should be in front of the right person at the right time. This is why inbound marketing is SO important to your email marketing campaigns and will help spike your ROI beyond measure.
Remember, it’s all about the user. When the user is receiving content that they want to be receiving, then they are much more likely to move down the sales funnel and this is why email has such a high ROI. Users are getting content that they want to receive which is further nurturing them down the sales funnel and it’s costing you or your business very little monetarily, especially when an automated, data-driven email system is in place.
To recap, I would agree that the email marketing of old is no longer relevant in 2017. With purchased lists, non-relevant content, and spammy subject lines – you’re more likely to end up in a person’s junk folder than grabbing their attention in the inbox. However, through inbound marketing and the use of personalization and segmentation, it’s now easier than ever to put the right thing in front of the right person at the right time through email. People are checking their emails more now than ever before and it’s undoubtedly one of the most profitable marketing channels out there. One thing is for sure – email marketing is not dead. In fact, I’d even say its thriving.
If you’re looking for email marketing services for your business, THAT Agency can provide you with the solutions you need to help you reach your business goals. As an email marketing agency, we can provide you with the targeted email marketing that will allow you to connect with your audience and establish a sense of trust to create a long-term relationship with your customers.
Contact us: firstname.lastname@example.org. email@example.com, 08060498353