An inbound email campaign engages people who have already shown interest in your brand or product/service through email. It may be through a free trial, sign-up, download, or take-up of an offer.
In 2025, Statista estimates there will be nearly 4.6 billion email users, with marketers reporting an increase in email usage. Email's ROI of 36 cents per dollar is also impressive.
Email can be used in a variety of ways to engage leads. Here are the four most popular.
1) Welcome or onboarding email
It's important to send a welcome or onboarding email to contacts when they sign up for a newsletter or offer. Once they express interest, you can put your brand in front of them within minutes.
This example from SaaS company, MindBody, shows an email welcoming a customer and telling them their options for improving their wellness approach. A link to their Instagram account is also included at the end.
Mind Body email
2) Cart abandonment
You can send an email to remind a customer of their intention when they add a product to their cart but abandon it for some reason.
With Le Tote's follow-up copy that includes 'it's about to expire' to drive urgency, and a CTA that reads 'Start Renting Now', the online women's clothing retailer reengages prospects with clean imagery and smart, simple copy.
Let Tote cart abandonment email
3) Discount or special offer
Contacts who have been inactive on your site or have not engaged with your brand can be reengaged by discounts or exclusive offers. In this example, the Google Store offers a range of summer deals on devices with a simple call to action of 'Shop Now'.
Google email
4) Trends or ‘best of’
Emails that are relevant to your audience and focus on your sector can help you promote yourself as an industry leader. Linking to a blog or landing page for a downloadable asset can not only engage a prospect but also capture more information about them.
Fiverr's example highlights small business trends with a short description and a call to action to get people to the needs index. Consider creating or repurposing assets to drive email engagement.
You might want to create an article on upcoming trends, such as ours on 'The Next Big Digital Marketing Trends in 2022', to help drive traffic.
Fiverr email
Email inbound marketing tools
The MailChimp email marketing tool is a great choice for beginners and experts alike. Email campaigns can be tracked, lists can be managed, segmentation can be applied, and email templates can be developed and tested.
Use Klaviyo to personalize emails and SMS, scale emails and segment users based on behavior and preferences.
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Source: Digital Marketing Institute