Inbound email marketing comes up with new technologies and facilities that the internet provides the consumer behavior modern.
Nowadays people are no longer focused on the information that TV broadcasts. When you look for a product, the first place you think is the internet. Consumers are increasingly researching the products they are interested in and their decisions will be made based on these internet searches. Inbound Marketing takes advantage of this.
In Inbound Marketing it is the consumer who comes to your product or service. But for that, you need to use strategies to attract you by the end of the selling process.
If you want to deepen your knowledge, we suggest that you also read the exclusive article produced by LAHAR; Complete Guide on Inbound Marketing: What it is and how to apply it to your business.
A structured email marketing strategy is one of the best communication strategies to get your customers and leads to move through the sales funnel steps and advance along the consumer journey.
Don’t doubt the strength of email marketing. Its numbers and results are impressive, for example in this recent survey that shows how 72% of people choose e-mail as the preferred communication channel for companies and brands.
In addition to Inbound email Marketing techniques, it is also worth remembering that there are techniques for Outbound email Marketing! Today, however, we’ll talk more about the stages of Inbound Email Marketing and how you can shape your emails to sell more!
Also read: What is inbound and outbound in marketing: which one to use in your business?
Learning the stages of Inbound email Marketing: How to convert, complete and retain your customer.
The Inbound email Marketing strategy is based on the following stages:
- To convert;
- complete the sale;
- fidelize (or enchant)
Of course, before these stages, the basis of Inbound Marketing is to attract customers to your website and blog. Attract is the first defining point of Inbound Marketing. But our focus here is Inbound Email Marketing. And for this strategy, you start working already in the conversion phase. So let’s delve into each of these 3 stages.
Converting Visitors into Leads
Once your marketing strategies are paying off and are attracting more and more potential customers to your website or blog, it’s time to start converting visitors into leads.
For this you need to find ways to get his email address, and from there start a direct communication channel with him.
The best strategies for this are offering benefits that can be an e-book, discount, or even information that might be of interest to you. All this in exchange for his contact information.
From the moment your visitor registered to receive your communication emails, you converted a visitor into a lead.
However, it does not stop there. Now that he’s become a lead, that prospect needs to go through a lead nurturing process. And this is where Inbound email Marketing strategies come into play. But not before receiving your welcome email. Yes! He is very important!
To learn more about qualified lead generation, you can enter the article: The Importance of Lead Generation for the Success of Your Business.
A welcome email is your first business contact with your lead. In addition to serving as confirmation for your subscription, it also prepares the lead about future emails he will receive. And make no mistake, when your customers subscribe to your site, they are already waiting for this email. If you don’t, he may even wonder if your application was successful.
This is not a task you perform manually. You need an email marketing automation for this to be done automatically and you don’t miss any sends or even delays. This is a fundamental practice in any Inbound email Marketing strategy, as it is from this automation that you can plan your actions and save time for your marketing and sales team.
Not to mention that from this automation you will be able to organize yourself better by guiding your lead through the entire shopping funnel.
Lead nurturing emails
Lead nurturing depends on your knowledge of that contact. For the Inbound email Marketing strategy, this is essential for you to be able to meet the individual needs of each of your leads, so as not to trigger emails that are not of interest to you.
And for that you can take some paths:
- Analyze your customer’s behavior while browsing your website;
- asking basic questions at the time of registration;
- sending an email with direct questions about your interest;
- evaluating the return of sent emails. What types of emails do you get the best results for?
It is with this information in hand that you will make your communication increasingly personalized and objective with that lead. Suggest products or services that really interest him.
Through good communication, you must lead them to believe that you are the best option for them and thus make them walk the customer journey.
And of course, once again, you need digital marketing automation so that this whole process can be done in the most dynamic and automated way possible. This way you save unnecessary efforts and even facilitate the segmentation of customers when targeting the sending of emails.
Completing the Sale: Converting Your Leads into Customers
From the moment your lead is already interacting with your brand, you and it have already created a connection that is very close to converting into a sale. For this, you need to be nurturing your lead so that you have already identified their interests and are ready to nurture their needs.
Automatic emails such as cart abandonment, for example, are a great strategy to convert your leads into sales, and it is even one of the basic actions of Inbound Email Marketing. You’ve probably come across such an email: you looked at a product on a website, even put it in your cart, but for some reason, you didn’t complete the sale.
In the example below, Asics reminds your customer of the product he left in the cart and also suggests other related products that might interest the lead.
Be aware of the correct segmentation of your leads and the form of communication used to convert them into customers. Study the behavior of each of them and produce increasingly powerful emails in converting leads into customers.
Lying and delighting your customer
Currently, with the large number of competitors offering the same product, customer loyalty is increasingly between the lines.
The achievement of a good shopping experience, in line with good communication, is among the main factors that build customer loyalty.
Provide the best shopping experience and that way these customers will become loyal and have a great chance to return.
To start your inbound email marketing strategy, it is important to have a marketing automation software, which in addition to enabling the construction of landing pages (conversion pages), will also manage your contacts, assist in their segmentation, allow them to be built nutrition streams and will report on the results of each campaign.
A lahar is a marketing automation platform, with these and other features, supporting its strategy and contributing to the increase of its results and the time and personal economy. Want to know how it increases your business results? Contact our team and try it for free.