How to Plan Inbound Marketing Campaign Emails
Posted by Sarah Wai on Apr 11, 2017 8:27:00 AM
A few weeks ago, we covered the basic Elements of an Inbound Marketing Campaign, where we provided:
- A checklist for the technical aspects, including landing pages, thank you pages, follow-up emails and workflows.
- Ways to drive traffic to your offers via additional forms of content such as blog and social media posts, as well as emails.
- The kind of skill sets you’ll need to make it all happen, including a designer, web developer, writer and a Google or SEO specialist.
With all of those basics laid out, we want to delve deeper. Although many businesses (maybe even yours) dismiss email, it is actually a powerful tool that too many miss out on.
Why Plan Campaign Emails?
If you have a list of subscribers, you really need to plan your emails. Subscribers want value, and if they don't get it, they unsubscribe.
Produce quality emails that people actually want to read and market to people the way YOU would want to be marketed to. Use segmentation, personalization, compelling subject lines and eye-catching imagery.
Your emails are going to real people doing real things in the real world. Treat them as such!
An effective email campaign offers valuable content to potential customers, nurtures leads through the buyer's journey and can serve as reliable automated internal communication.
Kinds of Emails to Include in Your Campaign
There are three specific types of emails to include in your campaign, and each serves an important role.
An effective marketing email lets your subscribers know that you have something valuable to share with them. This can include a call-to-action (CTA) that points to a blog, gated content (requires them to fill out a form to get the content), or to inform them of an upcoming event. It is purely informative.
Segmenting your email lists helps you to be selective when it comes to marketing emails. In our blog, 10 Email Marketing List Segments for Successful Sends, we cover ten valuable segments:
- Stage in the Buyer's Journey
- Buyer Persona
- Organization Type
- Job Function
- Education Level
- Past Purchases
- Interests in Products or Topics
If someone subscribed to updates about your events, send them information about upcoming events. If they have expressed interest in something you offer by visiting a page on your website, send them content on the same topic.
The purpose of notification emails is pretty straight-forward. The trick to these in an inbound marketing campaign is to automate them.
Say someone registers for your event; you probably want someone in your company to know and plan accordingly. This is where a notification email comes in. With HubSpot software, you can setup workflows that send you automated internal notification emails when a user performs an action. There’s no need to go back and constantly check lists to see if someone registered. A notification is already waiting in your inbox.
You can also automate notification emails that go to those who just registered for your event. As soon as a user signs up, an automated confirmation email can be sent out to thank them for registering and can later send them a reminder email.
To have an effective inbound marketing campaign, you must create automated notification emails. The great thing is: You only have to write them once. Stick them in a workflow to send at the desired time, and you’re golden. You can kiss repetitive email creation goodbye.
These are perhaps some of the most important emails. You never want to let an opportunity go to waste, but rather capitalize on what you already know.
If someone downloaded content from you about a specific subject, and you have reason to believe that they will find another offer valuable, send it to them. This can be done through a series of emails that guide them to other content and campaigns. The goal is to keep your company on the lead's radar by continually offering them content that takes them further along the buyer’s journey.
Always ask yourself: “Should I be sending a follow-up email to users who took me up on this offer to guide them to additional content or events they would enjoy?” The likely answer will be: Yes!
Put it into Practice!
Now that you know what emails you need to create, it’s time to get planning. You can learn how to plan and execute an inbound marketing campaign by signing up for our upcoming webinar! We’ll walk you through:
- The tasks you need to complete or delegate
- The content and collateral you’ll need to create
- How to drive traffic to your offers
- How to plan content that supports your offer and engages your audience
- How to track and manage your campaign
When you attend our webinar, you'll also get access to an exclusive Campaign Planning Tool which includes a Campaign Checklist and our Content Planning Worksheet.
Written by Sarah Wai
Content and Email Marketing Specialist of Tribute Media. B.S. in Media Communications. Certified in Hubspot, Inbound Marketing, Contextual Marketing, and Email Marketing.