Email marketing is a dynamic tool that can pull your audience in with engaging content (inbound marketing) or can proactively reach out to stir interest (outbound marketing). It’s not just about sending messages; it’s about starting and maintaining meaningful conversations that contribute to the longevity of customer relationships and the vitality of your brand.
Here’s how to understand inbound and outbound marketing within the context of email marketing, and how you can create a hybrid “Bi-Directional Email Marketing” approach for your own business.
Inbound vs. Outbound: What’s The Difference?
In the world of marketing, inbound is your warm welcome – it’s where customers come to you through search engines, content marketing, and social media, and other form of content because they want to. It’s about creating an environment that draws customers in naturally.
Outbound is your bold move into the crowd – it’s about reaching out directly through ads, cold calls, and, yes, emails that land in inboxes of potential new customers. It’s proactive and often unsolicited, but when done right, it can be just as welcome.
But when it comes to using email marketing as a marketing medium, is it classed as an inbound tool, or an outbound tool? The answer is: it can be both!
Inbound Marketing With Email
To belabour the point: Inbound marketing in the context of newsletter and email marketing is like a series of thoughtful gestures that keep you connected with friends.
Imagine a newsletter that feels like a note from a good friend, filled with things just for you – maybe it’s a first look at a new product tailored to your interests or a special discount code as a thank you for being loyal. It’s a soft touch that says, “We know you, we appreciate you, and we’re here for you.”
Think of is this way: how can you create newsletter content that draws your subscribers in toward your product or services? What content and value can you provide to push them to the next phase of your sales funnel? We’ve previously written about what we call “Read Magnets“, which are pieces of content that draw readers through your newsletters. These are also a form of inbound marketing.
If you’re a blogger, providing newsletter content that will draw your readers to your posts and paid-for products would be an inbound strategy. If you’re an e-com store, providing personalised product recommendations, or offering tempting incentives to encourage readers to engage with your brand would be inbound, too.
Outbound Marketing With Email
Now, take outbound marketing. Here, you’re reaching out to someone who might not know you yet, or might not know about the new thing you’re launching. In the B2B space, outbound email marketing is a professional nod to someone you’d like to know better. It’s the first step in a dance that could lead to strategic partnerships, large-scale sales, and mutual growth. It’s an introduction that says, “Let’s see what we can do together.”
When it comes to email marketing, cold emailing new prospects is an outbound strategy. Reaching out to someone new to let them know about your offer, or your product or service, is outbound. Of course, you need to be mindful to do this correctly, else your emails will end up in spam, and you should never purchase email lists to do outreach to (this is often illegal).
The Hybrid, Bi-Directional Approach to Email Marketing
A hybrid approach in email marketing weaves the personal touch of inbound with the expansive reach of outbound. I call this approach “Bi-Directional Email Marketing”. You’re using email marketing to reach both in and out to provide as much value to your business (and your subscribers) as possible.
This approach doesn’t just broadcast messages; it listens and responds. It simultaneously pulls people in with great content, and proactively reaches out to let people know what you can offer.
An Example of Bi-Directional Email Marketing
Imagine you run an online publishing brand. Your regular newsletter, which you send out to your growing list of subscribers would be your inbound approach. This would offer links to your best content, extra context, educational resources, fun facts, interesting images, and the like.
Your outbound strategy could involve contacting relevant companies to sell your ad slots, sponsored units, newsletter sponsorships, arrange collaborations, and other newsletter monetization opportunities.
Which Approach Will You Choose?
There’s no right or wrong answer here, but before you make a decision, always consider the potential benefits you could enjoy if you pursued email marketing as an inbound marketing strategy, an outbound marketing strategy, or both. Even though some of the strategies may not seem obvious to you, it’s likely you can somehow incorporate both into your overall marketing approach for maximum impact.
