How can email marketing fuel your overall inbound strategy

Digital marketing services

Mailing is directly associated with Outbound Marketing, a trend that abused its benefits to the point of boring the audience. Despite this, it is still very useful for any company. Applying the Inbound methodology, we rescue the best of email marketing and enhance our content strategy.

The key to developing an effective mailing strategy is to send the right email to the right person. And to achieve this goal, it is necessary to recognize and adapt to each stage of the Buyer Journey or consumer journey.

At this stage we have to send mailings with high informative content, developed to help consumers identify their problems and needs. The goal is to educate the potential customer, not to sell the brand as the ultimate solution to all their problems.

When our Buyer Persona has made their first download and continues to consume content, we move on to the consideration stage. Through a solid email marketing strategy, we will send them more valuable information that provides solutions to their problem and helps them consider different alternatives.

Agencia marketing digital

Cómo utilizar el lead nurturing en tu eCommerce El factor más importante a tener en cuenta es la personalización de los contenidos que envías a los usuarios. Debes conocer sus datos más básicos, como su nombre y apellidos que se obtuvieron previamente durante la captación de leads, así como la fase del ciclo de compra en la que se encuentran para poder ofrecerles exactamente lo que necesitan para acelerar la decisión de compra. Este proceso implica aplicar una segmentación detallada de los usuarios y conocer su buyer persona. El contenido personalizado se puede enviar a través de campañas de email marketing, listas dinámicas, chatbots, llamadas a la acción, o incluso se puede integrar en campañas de retargeting dirigidas a usuarios que han visitado la web de eCommerce pero no han completado su compra. Algunos ejemplos de lead nurturing desde el inicio de la relación con los clientes son:

Toda esta cadena de comunicaciones debe ser rápida y fluida. Es necesario interceptar a los clientes en el momento en que muestran interés en su sitio web de comercio electrónico, productos o servicios. Si se les escribe una semana después de que hayan rellenado un formulario de contacto, es probable que recuerden poco o nada de la marca. Por eso es fundamental contar con herramientas automatizadas que se encarguen de enviar cosas y gestionar a los usuarios. Esto se suma a la medición y análisis de la respuesta de los clientes a dichos contenidos para que puedas valorar la necesidad de modificarlos en función del éxito que tengan.Las ventajas que el lead nurturing ofrece a tu eCommerceAparte de los beneficios que hemos mencionado anteriormente, mantener una comunicación activa con tus clientes a través del lead nurturing te permitirá: Dado que el objetivo del lead nurturing no es vender directamente, incluir ofertas o descuentos en los contenidos no es recomendable -por muy personalizados que sean-. Una actitud demasiado comercial podría ahuyentar a los clientes potenciales. Por otro lado, puedes incluir recursos como posts que recomienden productos de calidad o incluir reseñas de otros usuarios que incluyan enlaces a tu catálogo de productos, donde deberás utilizar precios competitivos para incentivar el cierre de la venta. De esta forma se conseguirá que sea el cliente el que se acerque al negocio de eCommerce, y no al revés.

Hecorsa

1. Inhouse team: in this alternative you can hire a series of expert professionals or professionals willing to be trained, to work in your company. However, this modality has some disadvantages such as the budget or the danger of staff turnover.

2. Agency specialized in Inbound: undoubtedly the best option for many companies. Having a specialized agency adds value to your strategy. Among the most important advantages you can get are: experience, a complete team of certified professionals, low costs and access to technology that can be expensive for your company.

The Inbound Strategist is in charge of planning and implementing your company's Inbound Marketing strategy. This profile must have a 360º knowledge of digital marketing strategies. Some of their main functions are:

It is important that, if you decided to hire an agency to implement your Inbound strategy, you verify that all its professionals are certified in this methodology, to avoid losing your investment.

Marketing and advertising company

Email marketing has been around for over a decade. It is considered the most personal form of communication and a solid marketing strategy that can help you deliver personalized content, engage customers and build lasting relationships.

In addition to the customer service aspect, chatbots help you qualify leads, provide an enhanced user experience and collect valuable customer data. Moreover, chatbots also reduce operational costs by 30%, proving to be a cost-effective solution as well.

Yes, both email and chatbots offer immense benefits. But the question is not whether it's about "email marketing or chatbot strategy". It's about how you can leverage the strengths of both channels to achieve your business goals.

For your email marketing efforts to be successful you need a qualified mailing list made up of people who are willing to receive your email communications.