Upping Your Inbound Game: Part 4, The Inbound Email

This is Part 4 of Upping Your Inbound Game (writing a killer inbound email), a 5-part series on getting your Inbound marketing foundation solid and ready for any marketing campaign you want to throw at it down the line.

Parts 1, 2, and 3 can be read, looked at, devoured, or completely ignored here, here, and here.

Now, it’s time to hone of the most vital weapons in your marketing artillery: the inbound email.

Write a Catchy, Clear, Concise Subject Line

You want people to open your email. So, tell them what’s inside… but in a clear and interesting way.

Make Your “From” From a Human

People like communicating with people. They tend to ignore communications from sketchy bots or generic company addresses.

So, send it from a human. Even if it’s automated—which it probably should be almost every time—it needs to feel like it’s from a real live person.

Opt-In Only List

Don’t buy lists. Get your email addresses the honest, non-spammy way.


Put your logo in your email. You want people to know which company the email is coming from.

Get personal

Personal greetings work the best. Use their name. Nobody wants to feel like they just got something from a robot.

Compelling, Scannable Copy

Make the body of the inbound email interesting, to the point, and easily scannable. You don’t have a lot of time to get them hooked, so every word counts.

Call to Action
Always include at least one Call to Action. What do you want the prospect to do? Now, tell them to do it.

Include an Opt-Out link

There are two reasons for this. One, it’s just part of being a decent human being.

And two, it’s literally the law.

So, let people unsubscribe if they want to.



I hope you’ll take these tips and get your inbound email game strong. There are some so-called experts out there saying that the whole inbound email marketing strategy is no longer effective. But these experts are dumb. Email is still the most effective marketing strategy from an ROI perspective.

So, go do it to it.

Next up: Part 5, Your Inbound Social Account.

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