When we talk about outbound email marketing , you may have already thought about spam; the emails you receive and that, although it is hard to admit, you may have already sent as a commercial strategy. We are not going to say that outbound email marketing is dead, far from it; what we do want is to invite you to think about whether this model is the best option for your company. Outbound marketing , in case this marketing term sounds like Chinese to you, is the most traditional marketing; those advertising and mass communication strategies that focus on visibility and impact, above results ( performance marketing ).
Let's take an example: imagine that your company belongs to the ICT sector and develops complex software to optimize the processes and productivity of an industrial company. An email marketing strategy here has to set different objectives to more impulsive purchasing models. Why? Very simple, because these purchasing processes would be complex and your contacts would need to be educated and matured through segmented emails and other attraction marketing resources . Would outbound find owner of cell phone number free philippines email marketing offer business results in software companies ? Clearly not.
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First think about your goals to define your email marketing strategy
Regardless of whether your emails are outbound or inbound, the first question you should ask yourself is what objectives you assign to them. In most cases, they are interrelated, so it is important to keep them in mind before starting your campaigns.
Gaining notoriety: Situation in which your company chooses to use email marketing as a tool to reinforce its brand image and visibility. We can think of mass corporate emails, for example.
Generate traffic to my website and blog: In this case, we will choose to use email marketing tools that allow us to send newsletters and share various news from our blog.
Nurturing your leads: You will need to develop workflows with very specific content that helps you guide each lead towards a purchase. Your emails and their content must be highly segmented for the strategy to work.