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Email Marketing Hubspot Academy Course.
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Email Marketing Hubspot Academy Course.
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Email Marketing Hubspot AcademyCourse
So where do email and the inbound methodology intersect?
1. Attract, where you’ll attract strangers and turn them into visitors. This can
mean many things for you - using blogging and social media and optimizing
your website. These are all mediums for publishing and distributing content
that people can choose to consume on their own terms, not channels for
forcing people to engage with your message. And as technology continues to
evolve and develop, there will be more and more mediums for you to use to
attract strangers and convert them into visitors.
2. Convert them into leads by gathering their contact information. Again, it’s
their choice as to whether they’re willing to share their contact information in
exchange for access to your content.
After you have attracted people it is time to converted them into leads, it’s time
to turn those leads into customers.
3. Close: And this is where we see email primarily live, in the close stage of
the inbound methodology. This is where you’ll use email to nurture your leads
by sending them the right message, at the right time, every single time.
4. Delight Email will then continue to support your inbound efforts after
someone is already your customer. You’ll use email to engage with and delight
your customers and turn them into happy promoters of the products and
services they love. In our world today, trust is more important than ever. Word
of mouth is how people develop trust with a brand. Your customers are the
ones who will help you continue the buying process for others by sharing their
experiences with their friends, family, and colleagues. And once this occurs
then the whole inbound methodology will begin again. While our world today
continues to evolve and new products and services appear daily, there are
many ways to have conversations with your visitors, leads, and customers.
Email marketing continues to be one of the practices that consistently fuels
and delivers ROI for your business, and when it’s used properly, in
collaboration with all of the other conversational tools, you can build trust.
,What are the three important pillars to add to your email marketing tool belt to
build an effective email marketing strategy?
1. The significance of segmentation
2. The power of personalization
3. The impact of data-driven analysis.
What is segmentation?
Segmentation is seemingly simple but important. Segmentation is what helps
you send the right person the right message at the right time. Creating an
inbound email experience and conversation means focusing just as much on
the context of your message as the content you deliver. The DMA, a Data &
Marketing Association, found that 77% of email marketing ROI came from
segmented, targeted, and triggered campaigns. Bringing context and content
together helps you write the greatest emails in the world and make sure they
connect with your audience and don't waste their time or yours. Segmentation,
at it's core, brings together two key inbound concepts: buyer personas and the
buyer's journey. Sending the right email at the right time to the right person
means knowing who that person is and where they are in their buying journey.
By using the information, you have on your contacts in these categories, you
will be able to create segments of people who want similar content.
Segmentation is the act of thinking in groups and creating these segments to
send the most contextual messages. Segmentation shows that context is just
as valuable as content in your email marketing strategy.
What is personalization?
A second way you can add context to your emails is with personalization.
Take, for example, what Alex Williams, creative director at Trendline
Interactive, states about personalization: "New machine learning and data
science-based features and platforms will give email marketers the ability to
harness their content and data to prophesize relevant information to mass
audiences in a personal way." You have the information needed to have a
highly personalized conversation with your contacts. To effectively build trust
with the people on the other side of your emails, you have to create a
personalized conversation that engages them with content they're interested
in. Personalization is so much more than adding the first name of the recipient
to your email. It's about creating a contextualized and individual experience.
While there are many channels that will allow you to do this — and more are
,created each day — email is a channel that continues to offer so much room
for creativity and experimentation in developing that highly personalized
experience.And if you're connecting your emails with a contact database, you
can continue to learn about your contacts and personalize even more. This
type of email is called behavioral email.
What is behavioral?
Behavioral email is defined as the practice of sending automated, targeted
emails to your contacts based on the historical interactions they've had with
your company across channels. And when you send behavioral email, you're
creating a highly personal experience for your contacts.
What is the impact of data-driven analysis?
Analysis is one of the most important pillars you have as an inbound
professional. In a world that is always changing, where your customers
consistently change the way they live and work, analysis helps you evolve
with them and not be left behind. Your customers continue to want a
frictionless experience. By analyzing your emails consistently and having
email as one of the core parts of your inbound strategy, you will give your
customers what they need to continue the conversation with you. With all the
information you have at your fingertips, with the behaviors of your contacts
and from previous interactions with them, you are leaving money on the table
if you are not consistently analyzing the data. To implement data-driven
analysis into your email marketing, you will want to keep in mind this
framework: First, track the metrics that matter - this will be different for you
and your business than me and my business.
Second, understand what those metrics indicate about the success of your
emails - what is moving and improving vs. what is slowing down.
And then third, apply what you've learned to optimize and improve each email
you send.
What does an effective email marketing strategy look like? Do you have goals
around your email strategy? What do you use to send out email? How do you
measure your success?
, What are the three things that every successful email marketing strategy
should have in common?
1. Software to implement and track your emails
2. An understanding of your full-funnel conversations
3. Clearly defined goals.
Why you need software to implement and track your emails?
It might seem obvious that having software is a part of your email marketing
strategy, but understanding what you want that software to do for you and how
it can help you be successful is a very important piece of your overall strategy.
You will need an ESP, which is an Email Service Provider, you can use to
send one-to-many emails. There are a ton of companies out there that do this.
And you will have your pick of the combination of features you need. And
while I am not here to tell you which one to get, I do have some
recommendations of what your ESP should be able to do for you.
1. The most important thing your software should do is be connected to a
contact database. This does not just mean a place where your contacts are
housed but also one that tracks both the qualities and behaviors of your
contacts. If these two are connected, you will have all the information at your
fingertips for personalization and segmentation, which are two pillars in the
foundation of your email marketing strategy.
2. In addition, your software should be able to analyze your email sends,
giving you deep information into what went well and what can be optimized.
3. The software you use should be able to track deliverability and send
automated emails based on user activity to help you send the right email at
the right time to the right person.
3. Your software should make your day-to-day easier and help you do
everything from email to the other parts of your inbound strategy all in one
place. Great software will be able to drive and sustain your email marketing
strategy and help you collect the right information to continually optimize your
strategy.
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