Digital marketing has been characterized by using the different web tools available on the Internet to communicate with people and organizations in its environment. Emails and email marketing are part of these tools and despite being one of the oldest, they are still an important part of the inbound marketing methodology .
What characterizes emails?
Emails are characterized by the possibility of sending, in addition to text, any type of document (images, videos, audios, etc.). You can also insert these elements as audiovisual support within the same email, thus creating a complete piece of content .This way of presenting emails has been widely used in email marketing as it allows for richer communication and allows messages to be transmitted in different formats.
Its ease of use and speed, in terms of the short time it takes to send and receive an email, has allowed most companies, institutions and Internet users to use email as their main means of communication.Emails travel to their destination almost instantly, and one of their greatest advantages is that you can get a response in the same way.
On the other hand, emails have a longer shelf life compared to other marketing channels, such as social networks. This is because people take much longer to view their emails and most of the time, there is a motivation behind them to open and read them. In this sense, the chances that companies have of being read and taken into account increase. According to McKinsey & Company , email is 40 times more effective than a social network to attract potential customers (leads).
The importance of email marketing
Aware of the boom in the exchange of information via email (despite new digital media and their impressive technologies), email marketing strives to make the most of the presence of emails in the daily lives of consumers. Hubspot , a pioneering company in the area, in its goal to demonstrate how efficient emails are for carrying out inbound marketing strategies , reveals that:
There are 4.3 billion email accounts worldwide, which send 196 billion emails daily.
91% of consumers check their emails every day
For every $1 companies invest in email marketing, the average return on investment is $40.
Based on these statistics, we can say that there are many people who use and check their inbox on a daily basis as if it were a habit. They can also give us an idea of how current this communication channel remains and the potential it offers within inbound marketing , even though social networks and blogs are among the preferred channels for brands.
Therefore, we are not surprised asEmail marketing has become a demanding and highly important service for companies in their efforts to better connect with their potential customers.Inbound marketing specialists use this data to incorporate email marketing into their methodology, since these platforms act as prodigious channels for establishing much more comprehensive customer service .
Through email marketing , the inbound methodology lends credibility to its philosophy: customers are the ones who have the power to decide what they want to see, since people can subscribe to a blog or particular content to receive this information via email. On the other hand, email is a channel that companies can take ownership of. While Google and Facebook can change the way they index search results and the presentation of content, companies via email will always have a 1:1 relationship with the people who receive it.
Inbound marketing methodology
The inbound marketing methodology consists of 4 stages: attract philippines telegram , convert, close and delight . The third and fourth stages are the ones we will focus on in the following lines. To take a brief look at this sequence of strategies, let's start at the beginning.Attracting is the stage in which companies create valuable content for their ideal readers, who, attracted by the content distributed, can become sales opportunities.
After website visitors become potential customers for companies, a closing process begins in which the marketing and sales departments are responsible for completing a successful product or service acquisition.Delighting is the stage where companies, in order to retain their buyers, send them more personalized material to their emails with advice, recommendations and any educational text in general, which allows them to continue interacting with the industry and with the content offered by the company.In these last two stages, the data provided by your potential clients plays a fundamental role, as it is your passport to continue interacting with them.
Email marketing to close
Since inbound marketing promotes the natural and spontaneous attraction of buyers (providing relevant and useful content for them), phone calls and emails with price lists, offers and promotions are basically left for the end (unlike what happened in traditional marketing) when the customer, through a form or a subscription, provides their data so that companies can continue sending more information, which in this case, is specifically based on the services and products that it offers.
In this sense,The closing stage is where emails, and email marketing in particular, come into play for the first time, since they are (as we have already mentioned above) an effective tool for creating a much more efficient relationship with customers.If your leads decide to receive newsletters in their email, links to downloadable material and more specific information about your company's services and products, this means that they are in the decision stage of the buyer's journey and need to be convinced of what their best option will be.
In this phase, you should also use email to clarify doubts, analyze the needs that arise within your target audience, and listen to their criticisms and recommendations.An email is a first step to establishing a much more pleasant relationship with your clients, since from there, you can jump to a phone call, where personalized attention becomes very valuable for your potential buyers.
Email marketing to delight
Pleasing or delighting is an important task with which inbound marketing ends its methodology. This stage is very important in creating long-lasting relationships with customers and for this, it also makes use of emails . According to this methodology, customers who are pleased with the attention and services offered by a company become promoters of it. If with your content, you attract the right audience, then your promoters will also help you attract the right attention, since they make up the ideal buyers that you need and therefore, they will recommend you to circles of friends who, like them, are interested in what you offer.
In that sense, delighting your customers is a critical stage of inbound marketing because it is your way of taking those customers and turning them into promoters. Among the three pillars of delighting, there is innovating, communicating and educating. Email marketing comes into play in each of them, as it allows you to stay in touch with your customers (in a much more personal way), continue to educate them on topics that interest them and encourage them to engage more with the value proposition you offer, giving them downloadable materials that they can use to continue stimulating their learning process.People don't promote products or services they don't trust, so through email marketing you can build the trust you need to boost your business.
Email marketing plays a very important role in the inbound marketing methodology , because it allows companies to get closer to a successful sale. It is the preferred channel to generate quality customer service, where the customer feels trusted, appreciated and listened to by others. It is the time that companies dedicate to their potential customers, to encourage their purchase decision, turn them into promoters and provide them with a personalized relationship.