Inbound - The Blog: The Secrets Behind Click To Close

 

Insist On Doing Cold Emails? Use Inbound Marketing To Warm Them Up

If We Can’t Talk You Out Of Cold Emails, At Least Let Us Help You Get Them To Work Better

In a recent article, I begged you to stop sending unsolicited cold emails as part of your marketing campaign. I stand by that position, but I’m a practical man and I understand why some of you insist on using this practice today. Even with a horribly low open and click-through rate, you still get a bite every now and then, and sometimes those bites turn into revenue. I get it.

We’ve learned some techniques from our years of practicing inbound marketing that can be applied to this tactic to improve the performance enough to make the program decent from a metrics perspective. I also think it’s important to know what performance expectations you should be looking at before, during and after you launch your own email campaigns.

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What’s Wrong With Email Marketing? Who Broke It And How Do You Fix It?

Email Marketing Has A Place In Any Inbound Marketing Program — It Just Has To Be Deployed With Care

At the risk of appearing on a soap box, here we are again talking about email. But today it’s not about the abusive email practices many companies are using. Instead, it’s about how to fix your email marketing efforts so they produce the desired results.

Email marketing has a strategic place in any inbound marketing effort. To us, it’s the air cover for the ground troops, and if you want to win the battle, it’s a necessary part of any marketing effort. But if your air cover is improperly planned, executed and adjusted, you might just drop it on your own troops. I’d like you to avoid that because it’s what’s going on right now at many companies.

Here’s what’s wrong with email marketing today and how to fix it at your company.

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Stop Emailing Me! Inbound Marketing Means I Give You Permission First

Nowhere Does Unsolicited Email Marketing Fit Into A Well-Thought-Out Inbound Marketing Program

WARNING: This might seem like a rant, but it’s not. It’s a plea to everyone who insists on sending emails to people they don’t know, have never talked to and have no knowledge of their business situation. Just because I might need what you do doesn’t mean you can interrupt me or your prospects with unsolicited email marketing.

Please look at this on a risk-reward spectrum. To be more specific, what is the best-case outcome from this type of email campaign, what is the worst-case outcome and what is the most common outcome? The best-case outcome is obviously a new sales lead; not necessarily a sales opportunity but definitely a lead. The worst-case outcome is a pissed off potential prospect who may never do business with you because of the interruption.

Finally, the most likely outcome (from a numbers perspective) is to be simply ignored. This means the email is just deleted with no response. The question you need to ask yourself is this: “Is the return from this type of effort or campaign worth the risk on the bottom end of the risk-reward spectrum?”

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How To Boost Your Email Newsletter Subscriptions

Capturing a niche and targeted audience for your newsletter can be a difficult task, but it's a critical piece of a successful inbound marketing strategy. The more targeted your email list, the higher conversion rates you can expect and, in turn, the higher goal completions you will see.

But how exactly do you easily increase the number of subscribers on your email marketing newsletter list? This article outlines some tried-and-true methods for boosting your email newsletter subscriptions.

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How Much Lead Nurturing Is Enough Lead Nurturing To Drive Results?

Practicing Inbound Marketing Means Understanding Not All Leads Are Created Equal

Some of the leads you get are ready to talk to one of your salespeople right now, but let’s be honest, most of your leads are NOT interested in talking to you right now. In fact, about 90% or more of the leads you generate from inbound marketing are going to be top or middle of the funnel. Keep in mind the actual concept of the funnel: more leads at the top, fewer at the bottom.

The question then becomes, what do we do with all those leads at the top and middle of the funnel? I’m telling everyone these are good, qualified, high-quality leads — they just don’t want to talk to anyone yet! Since we don’t want to throw them away, ignore them or treat them as anything other than a potential future customer, we should nurture them.

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Why Inbound Marketing Demands I Never Reply To Unsolicited Emails

If You Sent Me One, Now You Know Why I Haven’t Responded

I’m no different than you. I'm going about my day and trying to get my work done when I get an email notification (you know, those annoying pop-up windows that alert you to a new email). The email looks like it’s in response to something I sent, or it might look like it’s from someone who knows me. So I click on the alert.

But it’s not either of those scenarios. It’s an unsolicited email, from someone I don’t know, trying to sell me something I know nothing about and might not even need. Who came up with this tactic? Who decided this was even close to a good idea? It gets much worse, and I’m sure everyone reading this is going to know what I’m talking about.

When I delete the email, I get another one in a day or two, followed by another and another. Each one sounds a little more desperate and attempts to make me feel a little ruder for not responding. Some people even resort to adding animated GIFs of Oprah, Spiderman or some other celebrity. I guess they think this will get my attention and get me to ask to speak with them.

I know marketers ruin everything, but this is ridiculous. If for some reason you have your sales and marketing team executing a similar tactic, here’s why this will never work.

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Plain-Text Emails Vs. HTML Emails: Which Performs Best With Inbound Marketing?

Five Mistakes You're Making With Plain-Text Emails And How To Fix Them Today

Everyone has seen these. There’s been an explosion of them over the past six months. What looks like like a personal email arrives in your inbox, you open it, and even though it sounds like they know you, you don’t have any idea who the sender is, who their company is or why they’re emailing you.

You’ve seen these, right? I included one from I got from Uberflip yesterday down below.

Clearly someone, somewhere decided that this type of unsolicited emails is better than designed HTML unsolicited emails as an email marketing strategy.

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Inbound Marketing Leads Crave Nurturing: Email Marketing Tips

Lead-Nurturing Email Workflows Vs. Educational Emails

As Chief Inbound Scientist, I’m always on the lookout for intriguing inbound marketing data, especially when it pertains to lead generation.

The Kissmetrics blog has an amazing infographic with some data about lead nurturing. Here’s a highlight that should scare you:

Companies that try to contact people within the first hour after a request are seven times more likely to have a meaningful conversation than those that wait more than an hour to follow up.

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No One Ever Said Inbound Marketing Was Just For Prospects

Customer Inbound Marketing Can Be Even More Effective

Inbound marketing isn’t just about new prospects. When you bundle inbound marketing with Reality Marketing strategy, you quickly find that revenue generation is at the core of everything we do. Once you start looking at your business from a revenue perspective, customer marketing becomes critical.

Customers are almost always easier to market to than new prospects because they already know you, like you and trust you. The effort becomes more about communicating, creating value and creating an experience that makes them say, “Yes, we need that and let’s get started.”

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5 Ways Inbound Marketing Helps Market To Companies You Want To Do Business With

Account-Based Marketing Is Gaining Traction, But It’s Not New

Inbound marketing helps people who are looking for companies like yours. It ensures that when people start searching, they find your business. But, what if someone needs what you offer and isn’t looking yet? Don’t you want to be on their radar?

Yes, you do, and there is a set of inbound marketing tactics that you should be considering in order to get in front of your target companies and personas. Some people refer to this as account-based marketing, but it isn’t new. It’s been part of an integrated inbound campaign since we started our agency back in 2003.

Key tactics for account-based marketing include some of the following suggestions.

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