August 13, 2013 | Emily Winsauer

Effective Inbound Marketing Campaign, Step 4: Tell Your Tribe

Inbound Marketing Campaign

The concept of “tribes” has became very popular among marketers in the last few years, led by influential inbound marketer Seth Godin. The basic idea is that just like people can gather around a favorite team (like the Ukrainian soccer fans in the picture above), they also form groups based on interests, products, and services. If you’re an existing business, you have a tribe – a group of people who care about what you’re doing and want your updates, content, and offers.

Your tribe may consist of happy customers, colleagues who are interested in what you’re doing, curious leads who signed up to receive emails, and your mom, but whoever they are, you have to think about these loyal folks as you build a new marketing campaign.

You keep in touch with your tribe in a few different ways; we’ll discuss social media in the next post, but today we’ll tackle the most direct way to let your tribe know about your new offer – emailing them!

It sounds simple, but there are ways to improve your email blasts and get better open and click-through rates.

Whether you’re notifying your target audience about a new white paper or inviting them to attend an event, dedicated emails help you set up the context to introduce the main call-to-action for your new offer either to your entire email database, or just to the segment that you think will be interested.

6 Quick Tips for Better Email Blasts

Dedicated email blasts are generally easy to set up and measure. They are certainly not as complex as newsletters, for example. Still, when you’re crafting your email, keep theses 6 things in mind:

1. Feature One Call to Action (CTA)

Dedicated blasts focus on driving results for one CTA. As a MarketingSherpa case study of Kodak’s successful list growth tactic explains, “these calls-to-action were not stuffed at the end of a newsletter or tacked onto another message. They were the focus of a dedicated email, which gave them much more impact.”

2. Personalize Emails

Show your prospects that you know them, but try to do so without being creepy. Historically, personalizing emails increased open and click-through rates, but things appear to be changing as recipients receive more and more emails with subject lines like “Hi, Joe! Save 15% Off Our New Arrivals!”

A more helpful form of personalization might be to remind the email recipient of the last point of contact, such as the action that triggered the workflow. The goal is to build a deeper relationship with your audience, so make sure to use a consistent voice across your marketing communications.

3. Design Mobile Experiences

Make sure your email layout displays well on mobile devices. As more people check email on their smartphones (According to HubSpot, 25% of Internet users only access the Internet via a mobile device), you need to optimize for that viewing experience. And speaking of HubSpot, their email tool allows you to preview all emails for mobile devices before you send.

4. Make Emails Social & SEO-Friendly

When you send an email promoting an offer, make it as easy as possible for them to share that offer on social media. Integrate social media sharing buttons in your marketing emails to facilitate that activity. Also, make sure that your email tool is including a link to a web-based HTML version of the email, hosted on your site, which will both anyone having trouble viewing the email and boost your SEO value.

5. Clone & Reuse

Once you have your email template in place, building dedicated sends should be easy. You will generally grab some of the information already on the landing page, make a few tweaks to it, and spend the most time nailing down a clear, compelling subject line.

6. Measure Performance Fast

Naturally, if you have one main message and CTA in your dedicated send, it will be easy for you to track progress. You can quickly check the email click-through rate, landing page views, and conversions, enabling you to follow the long-term return on investment.

With email blasts like these, you can please your tribe and educate new leads at the same time, while tracking performance so you can improve in the future!

Just in case you missed them, here are the other posts in this series:


And download our ebook now to learn everything you need to know to build an effective inbound marketing campaign, from start to finish!

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Emily Winsauer

Emily Winsauer

As VIEO's content director, Emily Winsauer was responsible for content strategy for VIEO and our clients for over 5 years. She recently moved to Seattle where she's still creating compelling content in her new role.

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