Outbound Email Marketing

Outbound email marketing remains a favourite.

Outbound marketing refers to marketing activity where companies reach out to customers directly. Inbound marketing is the reverse, where companies market themselves in ways which drive customers to contact them.

Email marketing contacts customers directly and personally, with people often having to ‘opt-in’ or subscribe to receive these communications. Confirming interest like this makes for a more effective email campaign with higher engagement rates. Studies show that, on average, UK email marketing has a £38 ROI (return on interest) for every pound spent, making it well worth investing.

Why outbound email marketing?

Outbound email marketing creates stronger relationships with your customers. It can attract new customers while also keeping your existing ones up to date with your brand. In fact, email marketing remains one of the most effective methods of customer retention.

Outbound email marketing has benefits beyond directly increasing sales. It helps generate engagement and response from customers, promotes your brand, increases awareness, and positions your business as a thought leader in your field. It also helps you target various customer profiles you have identified.

The importance of outbound email marketing

With 99% of consumers checking their email every day, this channel offers a direct line of contact to your customers. While other routes such as social media or blogs offer a great way to speak to your audience, the directness of email is unrivalled.

By having this access to your customers, or potential customers, you can test how different names, subject lines and content are received. In the future, this valuable information can be used to continually increase customer engagement and response. 

Email marketing best practices

Metrics: One of the most useful parts of outbound email marketing is the data that it returns. Deciding on the metrics you want to measure over time can provide you with otherwise unattainable insight into customer engagement.

The most common metrics to follow are open rates, which help you evaluate your name and subject lines, and click through rates, gauging your content’s ability to persuade customers to continue to your website.

Landing pages: Once you’ve hooked your customers and they click through to your website; your next priority should be the landing pages. They help with customer experience of your brand and can be a good opportunity to optimise for more engagement and sales.

The law: By law, there are several things required of your outbound email marketing. You must remember to disclose your location, make it easy for customers to unsubscribe and ensure you are conforming to GDPR standards.

CX: Customer experience is always the most important factor to consider. Your email marketing should put quality over quantity, with seamlessly consistent branding and tone of voice.

Finally, you should have a checklist of things you do before sending your email marketing. This final ritual should include ensuring you have met all legal requirements, as well as sending a test email to yourself to check formatting.

For help with your email marketing, or other content creation, contact us today and get your outbound marketing moving in the right direction.
 

If you need support to write engaging, audience-driven content for your B2B brand or agency, contact Copestone today.