An e-mail list can be an incredibly effective tool for reaching out to customers or clients who have worked with you in the past or expressed interest in your product or services. It can also be a big waste of time if your unsubscribe rate is very high, and people aren’t actually seeing your messages.

An email marketing campaign is a good tactic to go with any marketing automation platform. Email marketing comes into play once you have captured your leads and are now trying to increase: awareness of your brand, knowledge of your value proposition, a prospects inclination to buy, and customer loyalty. If your email marketing is effective, then you close a higher percentage of leads. Business is about creating new customers, so marketing to help the sales process makes sense.

If an email marketing strategy is part of your inbound marketing campaign, then hopefully you’ve employed good email marketing practices in order to make your campaign as successful as possible. Fortunately, Google is implementing a new feature into Gmail that will allow you to use images for its promotions tab, thereby giving your emails a Pinterest-like look. Basically, Gmail will use an algorithm in order to choose an image from the body of your email to display in the reader’s inbox.

Email marketing can be an incredibly effective inbound marketing strategy, as long as you plan it properly. If you don’t properly plan your email marketing strategy, then your emails will not only go unread – they could end up being marked as spam, which would be a disaster!