It's quite simple: the inbound methodology comprises a set of processes, techniques and philosophy. If we eliminate any of these elements, the whole disintegrates and its usefulness is lost.
The most notable thing about this set is that most of the crucial actions of inbound depend directly on these two key elements: marketing automation and email.
Why is email important in inbound marketing?
Nowadays we are connected through various means: mobile phones, instant netherlands mobile phone number list messaging, social networks, email, among others. However, as a general rule, the data that can never be missing in blog subscriptions and any type of web form is the email.
This implies that communication through this channel is still the core of B2B and B2C relationships.
And not only because it is on all forms, but because of the benefits it offers:
Your database allows for a high degree of segmentation
Not only for the information provided by the user but also for the actions they carry out on your website and even your social networks.
With user activity tracking, you can create campaigns and content offers exclusive to certain users, thereby establishing a closer and deeper connection than general, mass communications.
It is customizable
Personalizing doesn't just mean that the email has the first or last name of the person to whom it is addressed. Depending on the system you use, you can set up specific information tabs, labels or parameters from the database to appear in the emails you send.
For example:
Hello Name ,
Last week you downloaded content names from our website. We thought you might find our new content name guide useful as a complement to what you were looking for in topic or category names .
So we have taken the liberty of sending you this free resource that will help you generate new leads on behalf of your company .
Don't forget that if you have any questions you can schedule a free consultation on the name of the related service .
We'd love to hear from you!
In this way, the user perceives that it is a unique email, written exclusively for him/her, and it is very likely that he/she will carry out one of the two actions that you are seeking with this communication: that he/she downloads the new content that continues to nurture the relationship or that he/she schedules a consultation, thereby advancing even further in the conversion funnel.
It is economical
Compared to almost any other channel, such as telemarketing, SMS, remarketing, PPC, among others, email marketing is the one with the lowest price in relation to the benefits it delivers.
Ultimately, this means improving the ROI of your company's marketing actions, which is one of the fundamental premises of inbound.
Measurable
Anything that cannot be measured simply would not be useful for the inbound methodology. But email marketing allows for a fairly precise measurement of the user's actions on each email that can be related to their behavior and activity on other channels.
So an email can be just the way to send a downloadable product that brings the buyer persona closer to the final conversion: the purchase. But without this way, without this intermediate step, this conversion may not be achieved.
Action Oriented
Attraction marketing is a methodology clearly focused on achieving specific actions and steps from potential prospects.
At this point, email marketing once again plays a decisive role because it allows the implementation of campaigns that stimulate the actions sought in certain members of the database.
If someone opened, responded, clicked, forwarded, downloaded content, subscribed via email, it can be measured and an action can be generated that continues the process.
It is the preferred channel to communicate with companies
Studies show that users' preferred channel for communicating with companies continues to be email. Although it varies slightly depending on the sector, it is almost always among the top three options: email, telephone or WhatsApp, which is growing in its share.
Inbound depends on user preferences, so having their preferred communication channel available is a pillar for the progress of the negotiation.
