This is the seventh blog in a series of articles covering inbound marketing for motivational speakers and authors.
Catch the series here:
Email marketing fits perfectly within your inbound marketing strategy. While blogs, social media and your website
While blogs, social media and your website attract people to your brand, without emails, you won’t have a way to speak to each buyer personally.
You can build your email list with these tools, but once you get their attention – eyeballs on your email messages – you need to use a targeted message that’s unique to each potential customer.
And you can’t do that with blogs, social media posts or your website.
With emails, you will be able to dissect your contact list into segments, and then talk to them at the right moment in time. For example:
This unique ability to talk to prospects at the right time with the right message is unparalleled.
Without this tool in your marketing arsenal, your inbound marketing efforts will fall flat – I can guarantee it!
With the right software (i.e., Hubspot or Infusionsoft), you can segment your email workflows to different categories within your email list, creating targeted messages for:
The options for sending personalized messages are endless – and will help you boost your ROI from inbound marketing.
To begin, you’ll need to take your email list and segment it. (For a list of ways to build your email list, click here for an excellent read by Social Triggers List Building 101)
Consider the best categories for breaking down the list.
At Flight Media, we segment into four categories:
That's what works for us, but yours might look a bit different.
For example, if you are an ecommerce-based business and don't have a sales team, then you probably wouldn't need “Marketing Qualified Leads” or “Opportunities.”
It's absolutely vital that every marketing email you send is customized for each of your selected segments.
Here are some types of content you can customize:
Want to see a few email examples in action?
Here are a few emails we’ve sent to our list.
We ensure that each email is hyperlinked to additional content, personalized, focused on one message or action, and oriented to solve a problem.
One of the primary benefits of using email messaging is that you can quantify results.
You know who is opening emails, clicking through to your website and opting out of messages.
With this information, you can tweak messages to get even better results. And that's not all. It gives you the ability to segment even further – into people who clicked on the link, people who opened email, people who didn't open any email in last month, and so on.
With every email sent, you learn more about your prospects and are able to be even more specific and targeted the next time you decide to hit send button.
Are you struggling with how to fit email marketing into your inbound strategy?
Creating segmented lists and targeted emails will turn traffic into a rapt audience, eager to hear what you have to say and then buy.
Are you currently using email marketing as part of your inbound campaigns? How do you effectively target messages?