Jan 4, 2023

5 Effective Email Marketing Strategies to Fuel Inbound Marketing Today

Email Marketing Strategy for Inbound Success

Inbound marketing is all about meeting customers where they are at and engaging with them through helpful content when they are searching for answers. And while websites tend to get the most attention in an inbound marketing strategy, email marketing is just as important thanks to how personal and timely it can be.

With the right email marketing strategy, you can build meaningful relationships with customers through timely, targeted messages. But you probably already knew that.

Most marketing teams know the importance of email, but perhaps it’s time to take a second look at your strategy to get better results in the coming months. Learn how to evaluate your current email strategy to look for opportunities to better engage with your audience.

What is an email marketing strategy?

An email marketing strategy sets goals, puts analytics strategies in place, and considers the customer lifecycle to review what content will be valuable to a customer in each phase. The goal is to start a dialogue with your customer efficiently by sending helpful, relevant content when they need it.

Building an effective email marketing strategy involves outlining the following elements before building a single email message.

  • A clear target audience with buyer personas and a clear understanding of their challenges and pain points
  • Data collection points via your website or third-party websites to meet new customers and gain the opportunity to send them emails
  • A base email marketing template that reflects your brand and personality
  • Email content with a clear call to action but a message designed to help your customer and not just market to them
  • Customer behavior tracking to trigger various messages or customer buying journey phases to deliver the right message at the right time

 

These steps are crucial, and regretfully, a lack of strategy on this front is often the reason why companies see limited success with their email marketing. Many companies jump at the opportunity to market to new customers who join their list. That’s certainly understandable. But a clear, thoughtful strategy designed for each segment of your audience will pay incredible dividends when you take the time upfront to outline your strategy.

Why do you need an email marketing strategy?

If you’re using an inbound marketing strategy for your website, you need email marketing. The whole goal of inbound marketing is to generate leads through insightful content that answers a customer’s questions when they are searching for information.

So, once you’ve generated those leads, what happens next? Do you send out a form email that welcomes them to your list as if all the customer did was sign up for a newsletter? Or do you target that message to the type of content they were reading about or the product or service that holds the answer to their query?

The difference between a generic email response to every new email signup and a targeted email designed specifically for a customer’s unique needs is impactful. And your customer will take notice. Instead of just deleting the form email and moving on, they might pause and engage with the valuable content that you’ve sent that has additional insights related to what they were just reading. Now your message is timely not just because of when you sent it but the valuable content it holds based on where your customer is at in their search for answers.

Another reason an email marketing strategy is essential is because it helps your business stay top of mind. Even once your initial relationship with the customer goes cold, you’ll have a way to stay in touch.

Many business-to-business sales cycles are long – in some cases 6-12 months. Buying takes place via committee and not just one decision-maker. And that means you have a complicated job of keeping that relationship alive despite months at a time where you hear nothing from the customer and see little to no interaction. You can’t mistake these long sales cycles for a lack of interest. Instead, you have to understand the complicated process that’s happening in the background and continue to support that customer in their search for answers.

diaz-cooper-blog-email-marketing-1203x205-body-01 (1)

5 effective email marketing strategies that work today

As you evaluate your email marketing strategy, consider these five email interactions and whether your company is using them to their fullest.

1. Welcome Email Series

Don’t be fooled, a welcome email series is not a fix-it-and-forget-it-tactic. It’s fluid and should be something you’re regularly reviewing as you generate new content and learn more about your customers and their needs.

You likely won’t have just one welcome series. You might have one for each buyer persona or product you offer. The more targeted this set of emails is, the better relationship you’ll start with the new customer you just met.

The goal of a welcome series is to set the stage by outlining who you are, what you do and the value you provide your customer. These emails seek to inform more than sell, at least at first. They should follow up on the piece of content that drove your potential customer to sign up for your emails by offering clear next steps or related content to review.

2. Newsletters

Staying top of mind requires touchpoints from time to time. A monthly newsletter can help you keep existing customers informed while sharing new information with prospects. Share what’s happening at your company, tell customer stories through case studies and reviews, and focus on relationship building instead of sales.

These emails should be light but professional. They should speak to your brand and who you are. While they can certainly include product information, the main focus is on value-added content that guides your customers and prospects in decision-making.

3. Re-engagement Emails

You might go weeks or months without seeing engagement with a customer. This is an opportunity to get back into their inbox and remind them of who you are and the value you provide.

Send your latest content or new information about your product or service to keep prospects engaged and interested. And if the customer hasn’t engaged with emails in some time, allow them to self-select whether they want to keep getting information from you or if they’ve found a different solution.

Your email strategy should outline signs it’s time to re-engage a customer or prospect. And you might have different content to re-engage existing customers than you would to re-engage someone who has yet to purchase from you.

Consider carefully what might be leading to the individual stalling out or showing less interest. Then be sure that your content speaks to those reasons and helps the customer find answers.

4. Transactional Emails

On the surface, transactional emails seem the least important of the emails you send. But they can have a huge impact on your company. Some transactional emails you should be sending and still including valuable information in include:

  • Cart abandonment emails
  • Birthday/anniversary emails
  • Order confirmation
  • Automated responses to support inquiries

 

How you respond to customer actions will dictate whether they continue interacting with and purchasing from your organization. Consider the customer and their needs when drafting your transactional emails. Treat transactional emails like nurturing emails and watch how your customer response changes.

5. Order/Purchase Follow-up Emails

Once a customer orders from you, do your emails go silent? You’ve gotten what you wanted. But the bigger question is, did the customer get what they wanted?

An email series after a customer purchase can help ensure they use the product or service to its fullest and that they are satisfied with the purchase. This phase of the customer buying journey is just as important as the earlier phases of attracting and engaging the customer. Now you have to delight them.

If you build follow-up emails for customer purchases, you’ll also have the opportunity to request their feedback through reviews, which can further help your cause when attracting new customers.

How can email marketing fuel your overall inbound marketing strategy?

Email marketing supports the concept of reaching customers with the right message at the right time. Instead of constantly selling to prospects, you’re there to support their decision-making and search for answers. Everything about email marketing supports inbound marketing strategy when done well.

The challenge lies in knowing what your customers need during each phase of the buying journey and customer lifecycle. Then you have to build out content around those needs and deliver it at the right moment.

No matter where you’re at in your marketing strategy, Diaz & Cooper is an inbound marketing agency that can help. From high-ticket sales to long B2B buying cycles, we know how to use email and other marketing strategies to guide customers toward a purchasing decision. Review your inbound marketing strategy by downloading our guide How to Run an Inbound Marketing Campaign Checklist.

 

Get free marketing and advertising insights...

Featured Blogs

HubSpot Inbound Services

How Busy CMOs Can Harness HubSpot for Account-Based Marketing Success

Brandi Jangula
Brandi Jangula
How Busy CMOs Can Harness HubSpot for Account-Based Marketing Success
HubSpot for Account-Based Marketing Success Chief Marketing Officers (CMOs) face a massive task. They have to bring in leads, nurture them,...
Brandi Jangula
Brandi Jangula
News and Press

Diaz & Cooper Honored as a Clutch Champion for 2023

Brandi Jangula
Brandi Jangula
Diaz & Cooper Honored as a Clutch Champion for 2023
Brandi Jangula
Brandi Jangula
HubSpot Technical Services

Drive Exponential ROI Growth for your B2B with HubSpot Consulting Services

Brandi Jangula
Brandi Jangula
Drive Exponential ROI Growth for your B2B with HubSpot Consulting Services
Remarkable ROI Increases in B2B Enterprises Through HubSpot Consulting Expertise Creating a comprehensive marketing plan for your...
Brandi Jangula
Brandi Jangula
HubSpot Technical Services

5 Best Features of Hubspot Marketing Hub Explained for B2B Enterprises

Brandi Jangula
Brandi Jangula
5 Best Features of Hubspot Marketing Hub Explained for B2B Enterprises
Best Features of Hubspot Marketing for B2B Enterprises CMOs and marketing teams have a big job. Delivering qualified leads and driving...
Brandi Jangula
Brandi Jangula
HubSpot Technical Services

Top 4 Reasons Why Hubspot Sales Hub Should Be Part of Your CRM Platform

Brandi Jangula
Brandi Jangula
Top 4 Reasons Why Hubspot Sales Hub Should Be Part of Your CRM Platform
4 Reasons HubSpot Sales Hub Should Be Part of Your CRM If you’re a Chief Marketing Officer (CMO) in the B2B aviation, transportation, or...
Brandi Jangula
Brandi Jangula
Sales & Marketing Alignment

The Bold Truth About AI in Marketing: Protecting Your Brand

Brandi Jangula
Brandi Jangula
The Bold Truth About AI in Marketing: Protecting Your Brand
The Dark Side of AI in Marketing: Navigating Risks and Challenges According to Statista research, 62% of marketers use AI in digital...
Brandi Jangula
Brandi Jangula
HubSpot Technical Services

Navigating Sales-Marketing Alignment: Tackling Top 5 Challenges Head-On

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Navigating Sales-Marketing Alignment: Tackling Top 5 Challenges Head-On
How to Overcome Top Sales and Marketing Alignment Challenges Now B2B marketing and sales alignment—it's on the tip of everyone's tongue for...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Technical Services

Top 4 Costly Google Analytics Mistakes

DCA Team
DCA Team
Top 4 Costly Google Analytics Mistakes
4 Common and Costly Google Analytics Mistakes and How to Fix Them
DCA Team
DCA Team
HubSpot Technical Services

How HubSpot Consulting Services Help Accomplish Your Marketing Goals

Brandi Jangula
Brandi Jangula
How HubSpot Consulting Services Help Accomplish Your Marketing Goals
HubSpot Consulting Services Benefits HubSpot Consulting Services can help you set up your HubSpot account and your entire sales and...
Brandi Jangula
Brandi Jangula
HubSpot Technical Services

5 Types of HubSpot Consulting Services and How they Can Help Your Business

Brandi Jangula
Brandi Jangula
5 Types of HubSpot Consulting Services and How they Can Help Your Business
Configuring HubSpot for Success Using Partner Consulting Services Whether you’re new to HubSpot or looking to get the most from the...
Brandi Jangula
Brandi Jangula
HubSpot Technical Services

How a Flight to Miami Shaped a Passion for Serving the Aviation Industry

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
How a Flight to Miami Shaped a Passion for Serving the Aviation Industry
All it took was one childhood flight... Growing up in Puerto Rico, I always had a love for travel, and for airplanes in particular. My...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Digital Marketing Strategy

3 Ways Your Website Redesign Hurt Your SEO

DCA Team
DCA Team
3 Ways Your Website Redesign Hurt Your SEO
I love your new website.
DCA Team
DCA Team
HubSpot Inbound Services

The Quick & Dirty Guide to Getting Found Online

DCA Team
DCA Team
The Quick & Dirty Guide to Getting Found Online
Part 1: Search Engine Optimization Introduction There is no debate: Your website is one of the most important pieces of your business...
DCA Team
DCA Team
Sales and Marketing Consultancy

How to Build a Data-Driven Content Strategy with HubSpot

Brandi Jangula
Brandi Jangula
How to Build a Data-Driven Content Strategy with HubSpot
How HubSpot can Help Drive Qualified Traffic and Leads As a marketing professional in today's data-driven marketing landscape, you know...
Brandi Jangula
Brandi Jangula
HubSpot Technical Services

HubSpot’s Time-saving Marketing Automations for Technology and SaaS

Brandi Jangula
Brandi Jangula
HubSpot’s Time-saving Marketing Automations for Technology and SaaS
HubSpot Marketing Automations for Technology & SaaS Industry The competition in the technology and SaaS industry is fierce. Most companies...
Brandi Jangula
Brandi Jangula
News and Press

Diaz & Cooper becomes HubSpot Platinum Partner

DCA Team
DCA Team
Diaz & Cooper becomes HubSpot Platinum Partner
Diaz & Cooper announces that it has reached the platinum tier in HubSpot's Solutions Partner Program
DCA Team
DCA Team
Sales and Marketing Consultancy

3 Dynamic Ways HubSpot Lead Scoring Helps in B2B Healthcare and Travel Technology Industries

Brandi Jangula
Brandi Jangula
3 Dynamic Ways HubSpot Lead Scoring Helps in B2B Healthcare and Travel Technology Industries
3 Ways HubSpot Lead Scoring and Attribution Benefits Your Business HubSpot is a powerful CRM thanks to its seamless connectivity to ...
Brandi Jangula
Brandi Jangula
HubSpot Technical Services

How to Improve HubSpot with Integrations for SaaS Companies

Brandi Jangula
Brandi Jangula
How to Improve HubSpot with Integrations for SaaS Companies
Get the Most from Your Data with HubSpot Integrations HubSpot is a powerful marketing automation platform no matter what type of business...
Brandi Jangula
Brandi Jangula
Sales and Marketing Consultancy

How to Optimize the Inbound Marketing Conversion Funnel

Brandi Jangula
Brandi Jangula
How to Optimize the Inbound Marketing Conversion Funnel
What’s an inbound marketing conversion funnel? You’ve taken time to focus on driving valuable traffic to your website using inbound...
Brandi Jangula
Brandi Jangula
Sales and Marketing Consultancy

Improve Your Organic Search Ranking with an Inbound Marketing Strategy

Brandi Jangula
Brandi Jangula
Improve Your Organic Search Ranking with an Inbound Marketing Strategy
Rank Higher, Increase Website Traffic and Convert More Prospects Organic search rank can be one of the most powerful tools for growing a...
Brandi Jangula
Brandi Jangula
Sales and Marketing Consultancy

Why Inbound Marketing is More Cost-Effective than Paid Advertising

Brandi Jangula
Brandi Jangula
Why Inbound Marketing is More Cost-Effective than Paid Advertising
How Inbound Marketing is More Cost-Effective than Paid Advertising When you invest in a marketing strategy, you’re planning for it to pay...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

The Measure of Success: Why Goal Setting is Important to Inbound Marketing

Brandi Jangula
Brandi Jangula
The Measure of Success: Why Goal Setting is Important to Inbound Marketing
The Importance of Outlining What Marketing Success Looks Like What’s in it for me? That’s the question many people ask when starting...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

5 Effective Email Marketing Strategies to Fuel Inbound Marketing Today

Brandi Jangula
Brandi Jangula
5 Effective Email Marketing Strategies to Fuel Inbound Marketing Today
Email Marketing Strategy for Inbound Success Inbound marketing is all about meeting customers where they are at and engaging with them...
Brandi Jangula
Brandi Jangula
Sales and Marketing Consultancy

3 Powerful Insights for Effective Inbound Marketing Strategy

Brandi Jangula
Brandi Jangula
3 Powerful Insights for Effective Inbound Marketing Strategy
Co-Founder Omi Diaz-Cooper Talks Strategy in a Live “Ask Me Anything” Recently, DCA’s Co-founder, Omi Diaz-Cooper, answered questions from...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

Inbound vs Outbound Marketing: What’s the Difference?

Brandi Jangula
Brandi Jangula
Inbound vs Outbound Marketing: What’s the Difference?
How Inbound Marketing Can Boost Your Business Both inbound and outbound marketing strategies can serve as key pieces of any marketing...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

Inbound Marketing: What You Need to Know to Get Started

Brandi Jangula
Brandi Jangula
Inbound Marketing: What You Need to Know to Get Started
What is the Purpose of Inbound Marketing? Why is it Important? Inbound marketing is different from standard outbound marketing. While usual...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

Inbound Marketing: How to Attract More Customers

Brandi Jangula
Brandi Jangula
Inbound Marketing: How to Attract More Customers
Learn how inbound marketing strategies can grow your business. As a marketer, it's your goal to attract customers to your business… but...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

7 Signs You Should Hire an Inbound Marketing Agency

Brandi Jangula
Brandi Jangula
7 Signs You Should Hire an Inbound Marketing Agency
Why You Should Hire an Inbound Marketing Agency Building a website, managing social media and designing beautiful emails all sound like fun...
Brandi Jangula
Brandi Jangula
Sales and Marketing Consultancy

The Top Reasons Why Tech Careers Are Booming

Elizabeth Mackenzie
Elizabeth Mackenzie
The Top Reasons Why Tech Careers Are Booming
Photo by krakenimages on Unsplash Tech Careers will boom over the next 10 years... The Fourth Industrial Revolution is reshaping the...
Elizabeth Mackenzie
Elizabeth Mackenzie
HubSpot Inbound Services

Top 5 Tactics Working in Emails (Right Now)

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Top 5 Tactics Working in Emails (Right Now)
Improve your open rates today using the top data-backed tactics that are working right now. The last few months have shown us that the old...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Digital Marketing Strategy

What is Shopify and Why Should I Choose it?

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
What is Shopify and Why Should I Choose it?
If you've ever purchased from Lindt, The Economist, FitBit, or Allbirds (just to name a few), then you've likely experienced the Shopify...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
News and Press

Is Your Agency Still Focused on Counting Hours Rather than Results?

DCA Team
DCA Team
Is Your Agency Still Focused on Counting Hours Rather than Results?
Diaz & Cooper Advertising Staff Have Been #ROWE Since 2012 Last year while a global pandemic ushered in an expansive and unexpected...
DCA Team
DCA Team
Sales and Marketing Consultancy

How to Achieve Digital Growth in a Post-Cookies World

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
How to Achieve Digital Growth in a Post-Cookies World
Google's announcement that it will block third-party cookies across its Chrome browser by 2022 has sent shock waves through the advertising...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Inbound Services

5 ways to reignite your travel marketing in 2021

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
5 ways to reignite your travel marketing in 2021
The travel industry is starting to recover from the COVID crisis – and it looks like 2021 could bring a boom. The travel industry has been...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Inbound Services

Marketing for the travel recovery

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Marketing for the travel recovery
Now is the time to market for the post-COVID travel recovery. Here's why: It is no secret that the travel and tourism industry took a...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
News and Press

We've been named Top 40 Outstanding eCommerce Agencies

DCA Team
DCA Team
We've been named Top 40 Outstanding eCommerce Agencies
Diaz & Cooper Advertising is excited to announce that Retail Today has placed us in the exclusive category of 40 Outstanding eCommerce...
DCA Team
DCA Team
HubSpot Inbound Services

How can you help support small businesses?

Todd Cooper – VP, Client-in-Residence
Todd Cooper – VP, Client-in-Residence
How can you help support small businesses?
We, like 2.3 million others, are a small business in Florida. Over the last 19 years, Diaz & Cooper has become known as a growth agency and...
Todd Cooper – VP, Client-in-Residence
Todd Cooper – VP, Client-in-Residence
Digital Marketing Strategy

7 Ways to Optimize Your Homepage & Increase Conversions

DCA Team
DCA Team
7 Ways to Optimize Your Homepage & Increase Conversions
Conversion Rate Optimization (commonly known as CRO) is a method aimed to help you improve your website’s ability to convert passive...
DCA Team
DCA Team
Sales and Marketing Consultancy

How to Market with Compassion During a Crisis

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
How to Market with Compassion During a Crisis
This guide will help you make the most of your marketing dollars during the crisis. Browse through LinkedIn or any other social channel...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Inbound Services

How to Optimize your Google Ads Campaigns for Better ROI

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
How to Optimize your Google Ads Campaigns for Better ROI
During challenging economic times, the temptation to cut back on marketing can be overwhelming. This is particularly true of digital spend...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
News and Press

Telemark chooses Diaz & Cooper for regional marketing.

DCA Team
DCA Team
Telemark chooses Diaz & Cooper for regional marketing.
Named after the historic inland region of Southern Norway known for its vast forests and as the birthplace of Telemark skiing, Telemark, WI...
DCA Team
DCA Team
HubSpot Inbound Services

Using lead magnets to attract new sales.

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Using lead magnets to attract new sales.
Is your website producing new leads that you can turn into customers? We know that email marketing is one of the easiest and most...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
News and Press

Wellbeing Wearables Shopify Launch

DCA Team
DCA Team
Wellbeing Wearables Shopify Launch
Philip Stein Launches New eCommerce Platform for Wellness Diaz & Cooper develops new website for global watch brand Miami, FL: Under the...
DCA Team
DCA Team
Case Study

Case Study: eCommerce on Safari

DCA Team
DCA Team
Case Study: eCommerce on Safari
goal: Increase repeat purchases and reduce cart abandonment.
DCA Team
DCA Team
Business Success

It's Time to Put the Results into Remote

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
It's Time to Put the Results into Remote
Measuring Goals in Today's Remote and Distributed Work Environments. Let me ask you this: would you rather pay for "service hours" or for...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Inbound Services

How Google Maps Is Changing Booking Options

Victoria H – Growth Strategist
How Google Maps Is Changing Booking Options
As the battle for direct bookings becomes ever more competitive for hotels, Google is increasing its dominance to reach customers for...
Victoria H – Growth Strategist
Digital Marketing Strategy

Should You Worry About Your Website Being ADA Compliant?

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Should You Worry About Your Website Being ADA Compliant?
The Essential Website Accessibility Guide What do Beyonce, Domino’s Pizza and the Avanti Hotel have in common? They have all recently been...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Case Study

Case Study: Fueling Online Bookings

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Case Study: Fueling Online Bookings
goal: Increase direct bookings online
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker