While the internet has drastically changed over the years, the basic function and features of email have largely stayed the same. So why should you be interested in using inbound email marketing, as opposed to the traditional tactics that marketers have used for decades? Just as the internet has evolved, so have consumers, and the way they interact with companies and with advertisements today is very different from when email marketing first began. You should know from your own experience just how many messages end up in your “spam” or “junk mail” folders, and how easy it is for the ones that do make it to your inbox to get lost amid the constant flood of new emails. In fact, according to HubSpot, marketing emails accounted for 70% of spam complaints in 2012. In order to make email marketing work for your business today, you need to go beyond the traditional process.
Although email may seem like a naturally outbound, interruptive channel, when used with consumers’ permission in an effort to nurture leads and strengthen relationships, it becomes an important part of an overall inbound marketing strategy. You’ll find your email marketing efforts will be far more effective when combined with other inbound tactics such as search engine optimization, engaging your audience on social media, and most importantly, content creation.
This guide will go through the basic steps of developing an inbound email marketing strategy, from building your list to measuring the results, as well as provide you with some useful dos and don’ts that will help steer you towards success.