How to Use Inbound Email Marketing to Win Customers in 2024

ByMahima Dua


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Are your email marketing efforts falling short of captivating your audience and driving meaningful results? Do you aspire to realize the true potential of your email campaigns and build lasting relationships with your customers? Among various approaches, inbound email marketing is a powerful strategy to connect with your audience. This guide will shed light on how to use inbound email marketing to win customers in 2023.

Table of contents

What is inbound email marketing?

Inbound email marketing is a targeted approach to reach potential customers through email, where companies send relevant and valuable content to individuals who have explicitly given their permission to receive these communications.

Consent is typically obtained through opt-in forms, where users voluntarily provide their email addresses and agree to be on the mailing list.

Inbound email marketing v/s outbound email marketing

According to MarketSplash, “Inbound Marketing costs $14 less than traditional marketing for each newly acquired customer.”

Unlike traditional outbound marketing, which involves reaching out to a broad audience without specific consent, inbound email marketing focuses on building a relationship with interested prospects. Inbound campaigns aim to nurture warm leads, while outbound campaigns are used to nurture cold leads.

Warm leads are potential customers who have already expressed interest in your products or services. They may have either subscribed to your email list, downloaded a lead magnet, filled out a contact form, or shown other signs of engagement.

Cold leads refer to prospects with little to no prior interest or engagement with a company's products or services. These individuals are not familiar with the company and are typically at the early stages of the buyer's journey.

The reason why it's easier to drive more conversions using inbound email marketing than outbound email marketing.

How to set up inbound email marketing campaigns?

Setting up inbound email marketing requires a well-thought-out plan and the right tools to execute it effectively. Here's a step-by-step guide on how to set up inbound email marketing and nurture leads further.

1. Define your target audience

Identify your ideal customer personas and understand their needs, pain points, and preferences. It will help you to create targeted and personalized content.

2. Build a quality email list

Encourage your website visitors to subscribe to the email list by offering valuable incentives such as ebooks, webinars, or exclusive content. Use opt-in forms that clearly explain what subscribers expect to receive and how often.

3. Choose a suitable email marketing platform

Select a reliable email marketing platform after considering your business needs and requirements. These platforms offer features like automation, segmentation, and analytics, which are crucial for inbound email marketing.

Mailmodo can be a favorable option here. It provides a wide range of templates and widgets using which you can add a personalized touch and send interactive emails to the audience.

4. Create a welcome email series

When someone subscribes or becomes a warm lead, sending them an engaging welcome email is essential. This email should thank them for joining your email list and further set the tone for future communication. You can also provide links to useful resources or direct them to your best-performing content to get them started on the right foot.

5. Develop a personalized content strategy

Segment your warm leads based on their interests, behaviors, and preferences. This allows you to personalize the content of your emails, ensuring that you're sending relevant information to each group.

You can then plan your email content and create a mix of educational content, product updates, promotions, and customer success stories. Use the art of storytelling to connect emotionally with your audience.

6. Email automation

Once you set up the process and develop a content plan, then you can work on implementing a well-structured email campaign. It will help you to deliver a series of emails over time and maintain consistent communication.

Each email should have a specific goal. For execution, you can also use email automation tools (such as Mailmodo or any other) to deliver timely and targeted emails based on user actions and behaviors. For example, you can set up a trigger to send a follow-up email to those who downloaded particular content or visited the specific product page.

7. Call-to-action (CTA)

Include clear and compelling CTAs in your emails. A CTA encourages the warm leads to take the next step in the buying process, such as scheduling a demo, signing up for a free trial, or requesting more information.

Make the CTA stand out and align it with the stage of the buyer's journey your lead is currently in.

8. Monitor and analyze campaigns' performance

Track key performance metrics like open rates, click-through rates, and conversions. Use the insights to refine your email marketing strategy and improve results.

For instance, you can create a segment for highly engaged leads who consistently open and click on your emails. Consequently, your sales team can focus their efforts on those who are most likely to convert. Now, let's look at the best strategies for retaining customers.

Get this pre-send checklist to hit send with confidence

An interactive checklist to send error-free emails

10 Best strategies for inbound email marketing in 2023

1. Build a high-quality subscriber base

  • Create compelling lead magnets and opt-in incentives to attract potential customers to subscribe to your email list.

  • Offer valuable content, such as exclusive guides or webinars, to entice visitors to share their email addresses.

  • Maintain email list hygiene by updating and cleaning your email list regularly. Remove inactive or unengaged subscribers.

3. Segment and personalize your emails

  • Divide your email list into specific segments according to demographics, interests, and behavior to deliver personalized content.

  • Craft tailored email campaigns that resonate with each segment, increasing engagement and conversions.

For this, you can leverage popular email marketing softwares. Alternatively, you may also explore Mailmodo and understand how it could be an ideal solution for meeting your email marketing requirements.

4. Leverage AI-powered tools to create dynamic content

  • The AI-powered subject line generators enable you to create compelling email subject lines and incorporate dynamic content to improve open and click-through rates. For example, Mailmodo’s AI-powered subject line generator helps you create engaging subject lines and increase email open rates.

  • Utilize email marketing automation tools to enhance productivity, manage the time-sensitivity of emails, and streamline the workflow.

  • The automated campaigns allow you to send the right content at the right time. Using this, you can offer solutions, insights, and tips that align with your audience's needs, building trust and credibility.

5. Optimize for mobile devices

  • Ensure your email designs are responsive and optimized for various devices, including smartphones and tablets.

  • Responsive design ensures that your emails automatically adjust their layout, font size, and images to fit smaller screens, enhancing readability and user experience.

6. Use interactive email elements

  • Focus on delivering engaging content that fosters a deeper connection and increases the likelihood of customer retention.

  • With Mailmodo, you can embed interactive elements like surveys, polls, or quizzes to encourage two-way communication with the subscribers.

7. Test email campaigns: Run A/B tests

  • Run A/B tests to experiment with different email subject lines, content formats, and call to action buttons.

  • Use these data-driven insights from tests to optimize campaigns and improve overall performance.

8. Provide unsubscribe option

  • Always include an easy-to-find unsubscribe link in your emails.

  • Allowing recipients to opt out helps maintain a positive reputation and complies with email marketing regulations.

9. Social proof

  • Incorporate more social proof, such as customer testimonials, case studies, and reviews, into your email content.

  • Social proof helps businesses to build trust and credibility, assuring your warm leads that previous users have had positive experiences with the respective products or services.

10. Monitor performance and optimize emails

  • Track key performance indicators (KPIs) such as open rates, click-through rates, and conversions.

  • Analyzing metrics helps refine strategies and enhances the effectiveness of your email campaigns.


Inbound email marketing presents a customer-centric approach to winning customers. It enables businesses to strategically nurture warm leads, converting them into loyal customers.

Companies can build credibility by fostering a two-way communication channel and delivering personalized messages to drive long-term success.

What you should do next

Hey there, thanks for reading till the end. Here are 3 ways we can help you grow your business:

  1. Talk to an email expert. Need someone to take your email marketing to the next level? Mailmodo’s experts are here for you. Schedule a 30-minute email consultation. Don’t worry, it’s on the house. Book a meet here.

  2. Send emails that bring higher conversions. Mailmodo is an ESP that helps you to create and send app-like interactive emails with forms, carts, calendars, games, and other widgets for higher conversions. Get started for free.

  3. Get smarter with our email resources. Explore all our knowledge base here and learn about email marketing, marketing strategies, best practices, growth hacks, case studies, templates, and more. Access guides here.

What should you do next?

Thanks for reading till the end. Here are 3 ways we can help you grow your business:


Get smarter with our email resources

Explore our email marketing guides, ebooks and other resources to master email marketing.


Do better email marketing with Mailmodo

Send app-like interactive emails with forms, carts, calendars, games, etc. to boost email ROI.


Talk to an email expert

Get a 30-min. free email consultation with a Mailmodo expert to optimize your email marketing.

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