How to use email marketing correctly in inbound marketing?
Posted: Tue Dec 03, 2024 6:52 am
One of the main elements of an Inbound Marketing strategy is email marketing, however, this channel can sometimes be more Outbound than Inbound due to bad practices.
There is a fine line and crossing it is easy. Creating quality email marketing that supports an Inbound strategy and makes it successful at the same time depends on you.
And for this we inaugurate our guest post section with Alex Serrano , Marketing Consultant specialized in SEO and Web Analytics and professor in the Digital Marketing Master at AulaCM. In this post we are going to see how to use mailing correctly so that it allows you to achieve your objectives .
When I ask students and colleagues vp financial email lists what email marketing means to them, the vast majority of them think of the word ' spam '. It's sad, yes. A channel that doesn't enjoy the best reputation, completely unfairly. Unfair because there are a few (mostly companies) that have used email marketing badly for years and have ended up 'burning' users.
If you think you have spammed with your campaigns you should read this: How to know if you are on a spam blacklist.
Fortunately, Inbound Marketing, its philosophy and its way of approaching a multi-channel strategy , allows email marketing to re-emerge as a main element in digital marketing.
Email marketing when used incorrectly can be understood as a completely Outbound channel, while when used correctly it can perfectly be an Inbound channel.
Outbound and Inbound Marketing
Are you lost? Don't worry, we're going to define Outbound/Inbound.
When we talk about Inbound, or Inbound Marketing, we are talking about certain actions that are carried out through channels that are not invasive for the user.
Instead of the company going to the user, it creates the necessary media and content so that the user goes to the company. Inbound Marketing is about creating a relationship with that user , accompanying them during the purchasing process, giving them what they need to be more informed, to answer their questions and soothe their 'pains'.
Outbound is the most traditional marketing that is responsible for impacting the user , regardless of whether they have shown interest or not, whether they are the target audience or not... Annoying channels, direct advertising, invasive impacts.
By understanding the difference between Inbound Marketing and Outbound Marketing, you'll start to think that email marketing can actually be included in both types of marketing, right?
It can and will happen if mailings are used incorrectly, if they are sent to the wrong person and at the wrong time.
To help you create a plan in your head about how to use email marketing in Inbound, I'm going to tell you what you should do to make your mailings Outbound and what you should do to make them Inbound.
What should you do to make your email marketing campaigns Outbound?
If you want to continue down this path, which I do not recommend, do the following:
Send commercial content from the start: you have captured an email (I'm not going to ask you how you got it) and as soon as it enters your database you start sending purely commercial information, without taking into account what that user needs, where they got to your database, how old they are, where they are from, etc.
When you send campaigns to emails of dubious origin , they are not segmented or have not given their consent (purchasing databases, unethical practices of obtaining emails, etc.). I recommend that you read this post on why not to buy databases , be careful!
Abuse the channel: a good strategy involves not burning out the user with overly frequent emails.
Don't measure: When you do all of the above, you probably won't get good results. You'll burn through your database over and over again, and do you know what's the worst part? You 're not measuring . You don't know how they react to your campaigns, you don't take into account the opening and click rates, conversions... Nothing. Tools like Teenvio have fabulous metrics that will allow you to know all of that and much more, as well as being able to segment your next mailings, learning from your users.
What should you do to make your email marketing campaigns Inbound?
If you want to follow the right path, get better results, more clients, more loyalty… Follow these few tips:
There is a fine line and crossing it is easy. Creating quality email marketing that supports an Inbound strategy and makes it successful at the same time depends on you.
And for this we inaugurate our guest post section with Alex Serrano , Marketing Consultant specialized in SEO and Web Analytics and professor in the Digital Marketing Master at AulaCM. In this post we are going to see how to use mailing correctly so that it allows you to achieve your objectives .
When I ask students and colleagues vp financial email lists what email marketing means to them, the vast majority of them think of the word ' spam '. It's sad, yes. A channel that doesn't enjoy the best reputation, completely unfairly. Unfair because there are a few (mostly companies) that have used email marketing badly for years and have ended up 'burning' users.
If you think you have spammed with your campaigns you should read this: How to know if you are on a spam blacklist.
Fortunately, Inbound Marketing, its philosophy and its way of approaching a multi-channel strategy , allows email marketing to re-emerge as a main element in digital marketing.
Email marketing when used incorrectly can be understood as a completely Outbound channel, while when used correctly it can perfectly be an Inbound channel.
Outbound and Inbound Marketing
Are you lost? Don't worry, we're going to define Outbound/Inbound.
When we talk about Inbound, or Inbound Marketing, we are talking about certain actions that are carried out through channels that are not invasive for the user.
Instead of the company going to the user, it creates the necessary media and content so that the user goes to the company. Inbound Marketing is about creating a relationship with that user , accompanying them during the purchasing process, giving them what they need to be more informed, to answer their questions and soothe their 'pains'.
Outbound is the most traditional marketing that is responsible for impacting the user , regardless of whether they have shown interest or not, whether they are the target audience or not... Annoying channels, direct advertising, invasive impacts.
By understanding the difference between Inbound Marketing and Outbound Marketing, you'll start to think that email marketing can actually be included in both types of marketing, right?
It can and will happen if mailings are used incorrectly, if they are sent to the wrong person and at the wrong time.
To help you create a plan in your head about how to use email marketing in Inbound, I'm going to tell you what you should do to make your mailings Outbound and what you should do to make them Inbound.
What should you do to make your email marketing campaigns Outbound?
If you want to continue down this path, which I do not recommend, do the following:
Send commercial content from the start: you have captured an email (I'm not going to ask you how you got it) and as soon as it enters your database you start sending purely commercial information, without taking into account what that user needs, where they got to your database, how old they are, where they are from, etc.
When you send campaigns to emails of dubious origin , they are not segmented or have not given their consent (purchasing databases, unethical practices of obtaining emails, etc.). I recommend that you read this post on why not to buy databases , be careful!
Abuse the channel: a good strategy involves not burning out the user with overly frequent emails.
Don't measure: When you do all of the above, you probably won't get good results. You'll burn through your database over and over again, and do you know what's the worst part? You 're not measuring . You don't know how they react to your campaigns, you don't take into account the opening and click rates, conversions... Nothing. Tools like Teenvio have fabulous metrics that will allow you to know all of that and much more, as well as being able to segment your next mailings, learning from your users.
What should you do to make your email marketing campaigns Inbound?
If you want to follow the right path, get better results, more clients, more loyalty… Follow these few tips: