How an Inbound Email Strategy Can Work Wonders for B2B Marketing

on October 31, 2017

How an Inbound Email Strategy Can Work Wonders for B2B Marketing

Isn’t it disheartening to put in a great deal of work into your B2B email marketing only to see little engagement and no conversions?

In order to meet the industry benchmark of 25% or higher open rate, your emails must deliver value to subscribers and prompt them to take the next action. As we shift away from salesy, pushy, and disruptive outbound marketing, adopting a palatable inbound email strategy can go a long way towards building engaging emails that drive more conversions.

Once you’ve created search-engine-optimized content to ATTRACT website visitors, you’ve successfully laid the foundation for sending inbound emails. An inbound email marketing strategy can then be incorporated at the three successive stages of marketing, namely CONVERT, CLOSE, and DELIGHT.

1. Convert Visitors into Leads

The first inbound email comes into play at the final phase of ‘conversion’. In other words, it’s the “Thank You” or “Welcome” email that leads receive as soon as they sign up or make the first interaction with your brand, whether it is the first purchase, first resource download or webinar registration. Nevertheless, only 53% of marketers currently use welcome emails.

How Do Welcome Emails Help?

One such company that employs a successful inbound email strategy is GoDaddy. Once a subscriber signs up to GoDaddy, they receive an onboarding email that gives them tips on how to create the best domain name. Offering subscribers relevant information is a brilliant way for a company to deliver value.

Image 1-b2b - thank you email

2. Turn Leads into Customers

The next series of emails allows you to nurture leads until they are “sales-ready”. The prime objective is not to pitch your product or service, rather to have a conversation with prospects, educating them with relevant content through every stage of the buyer journey. You can include blog posts, white papers, or any other resource that teach them about things they want to know based on their online behavior: What did they last download? Which topic was it about? Which pages on your website do they frequently visit? 

How Do Nurturing Emails Help? 

3. Delight Customers

The final stage of an inbound marketing strategy is ‘delight’. Aside from social media posts, you can delight customers by sending an email, expressing gratitude for their loyalty. You can get more creative by offering a discount, contest, or even a free trial of a new feature. Check out the email that Charity: Water sends out – a subtle greeting which delights the subscriber and makes them feel special on Valentine’s Day. Sweet, isn’t it?

Image 5-b2b-delight-charity-water-loves-you

How Do Delight Emails Help? 

Wrapping Up

Whether you wish to generate leads, acquire new customers or retain existing ones, an inbound email marketing strategy helps you achieve all your B2B goals. By keeping your emails conversational, helpful, and valuable, you will surely see more conversions, ROI, and business growth in the days to come.