E-Commerce - Email Marketing

Email marketing is traditionally considered very outbound. However, inbound marketing is just a frame of mind, doing things on the customers’ terms rather than your own. 

Buy relationships rather than databases

Instead of purchasing your data from a third party, enter into a transaction directly with the client. For example, offer a video tutorial series that users must receive via email. 

Qualify your leads

If you offer a range of products or services, you can offer a few different options. 

Automate the process

Be managed by an auto-responder system. 

Keep it personal

The language in the email, the format of your video, and the wording of your emails must all be at a level they can understand. Consumers buy into stories much faster than they buy into facts and figures.

Strike while the iron’s hot

A strong call to action. The opportunity to move them into a commercial relationship.

Actions for Inbound Email Marketing

Prioritise

The relationships, trust, and credibility, an inbound email marketing campaign in your strategy. However, it will NOT help them find you in the first place. Address your SEO and Social Media first.

Begin at the end

Before you start constructing your giveaway, know precisely what the call to action is going to be at the end, as that will affect how you shape the giveaway itself.

Reference

Pateman, N. & Holt, D. (2011).  Inbound marketing. Bookboon.