The Art of E-Mail Marketing & Inbound Sales

Hello again,

Today I will be talking about E-mail Marketing and Inbound Sales.  What is e-mail Marketing?  Why should you care about inbound sales?  Well read further to find out!

First off, e-mail marketing.  For those of you thinking email is a thing of the past, think again.  Cold e-mailing is effective, and not to mention extremely affordable.  Now I know e-mail is nothing new or exciting, but you may be surprised by the following tips and rules associated with the art of e-mail marketing.  For all you know, you could be doing it all wrong.  The correct approach to e-mail marketing can increase the effectiveness of your current, ongoing, and future campaigns.

Fun Fact: According to a study done in 2014, for every $1 spent on e-mail marketing, the average return is $44.25!  Talk about cost-effective.

Now, let’s talk legalities.  Before we go any further, you should probably make sure you are not breaking any laws.  Here are some guidelines to follow:

  • Do not use false or misleading header information
  • Do not be deceptive. Use a subject line that accurately fits with the content of your e-mail
  • Include the senders postal address
  • Tell recipients how to opt-out of receiving future e-mail from you by including a link to “unsubscribe”

To learn more, look up the CAN-SPAM Act law of 2003.

Now let’s think about your audience.  The first thing you should consider is how e-mails are viewed by your recipient.  When someone receives a new e-mail, they most likely run through the following questions:

  1. Who is emailing me?
  2. Why are they emailing me?
  3. How long will it take me?

Buyer personas will forever be important in marketing, so it’s your job to do some research and find out exactly who you are trying to talk to.  Who do you want to receive this message and what sort of content would be most relevant to them?

Now on to forming the actual e-mails.  Get to the point.  You only get one shot at making a first impression.  The first few sentences are crucial.  Include your name, where you’re from, and what you’re inspiring to do.  However, do not lose site of the all encompassing question “What do you want?”.  Remember, it is all about how you are helping your reader, not you.  Connect to the specific reader.  Again, do your research and somehow tie their life in to the message.

Open rates?  They matter.  Studies have shown, including the recipients name in the subject line did not necessarily impact the open rate.  However, what did effect the open rate was localization.  A city name, or state used in your subject line will help not hinder your open rate.

E-Mail Marketing In Summary:

  • Do your research
  • Know your audience
  • Personalize it
  • Keep your message brief
  • Follow-up 3-4 days after
  • Only send e-mail to people you know

There you have it! Now onto…INBOUND SALES!

-Inbound Sales-

It’s time we talk about an important ongoing change that has significantly impacted the world of sales. Due to the adoption of the web, information of all sorts has been made readily available.  This easy access to information has changed the way consumers buy.  You see, in the past this role of providing information was the job of the salesperson.  However, that power has shifted.  Consumers are taking charge, so we need to understand how to adapt with them.

Inbound sales are all about generating and nurturing the closure of the sale.

This closing process starts with alignment.

Both the marketing team and the sales team need to work cohesively.  Inbound sales are created by marketing and sales efforts combined.  Marketers focus on the nurturing process, generating leads through methods such as creating great content to help lure the traffic in.  Then, the marketers pass the leads on to the sales team when they feel the lead is ready.  The sales team then focuses on funneling them down to the ultimate inbound buying experience that results in happy customers.

Keep in mind that each lead is different.  Some may need more “nurturing” than others.

So how do you attract traffic and create leads?

Through a series of “pulling” strategies such as blogging, social media, and persona-driven keywords.  You see, inbound sales are all about creating loyal and passionate customers.  This type of sale is not for cold-calling believers.

In summary, inbound marketing brings everything full circle with engaging strategies that make your customers your biggest advocate.

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