Email Marketing Lead Generation
When it is about generating leads over and over again, it’s been proved that email marketing is the best bet. By applying the appropriate strategy and practices, emails can turn out to be your ideal lead generating tool. However, it takes time and patience. Any extreme change in results doesn’t happen overnight.
Even email marketing needs the right contacts, approaches, and techniques to generate a positive outcome. The lead generation process is a continuous one, and gradually, it takes momentum.
Instead of all of the modern marketing technologies and tactics available, email marketing is still is the simplest among all and will remain most effective. Stats show that $1 invested in email marketing initiatives still generates roughly $44.25 return for marketers.
This fact clarifies consumers friendliness and comfort with email, and additionally the universality of email marketing.
In this post, we will discuss some of the facts of email marketing lead generation and further will discuss some best practices to use for it.
Let me begin with inscribing the way we should not use email marketing. The days when we buy an email marketing list, storing it into our CRM, and then send unrequested emails are over. With legislation like CAN-SPAM and advancements in email filtering, these outmoded tactics will most probably get your ISP blocked and obstruct you from sending an email at all.
Rather, marketers necessitate to be building an opt-in list of leads and possibilities/prospects who expect the communication because of the high-quality content that they know will be delivered to them.
There are some email marketing lead generation best practices that can increase your lead count
Compress your email content and keep it specific.
In today’s vertiginous life, people don’t have time to read long emails. Customers usually prefer going through brief and concise emails that can be read on the go. Instead of content, we can attach more visuals or images so readers get interested further towards visuals than long and general texts.
Furthermore, make sure that the email content must be appealing enough to fascinate the audience. And, help you generate quality leads in the form of subscriptions or calls from the customer showing interest in your brand and its products. Try delivering quality and value in each and every email so that you can amaze your audience with helpful and relevant content.
Try to grab attention with appealing email subject lines.
Subject lines are a vital part of an email that convinces people to open and click the email. For instance, a subject line like ‘20% discount on a purchase today’ can grab your lead’s attention instantly. To convert your email marketing into a lead generating machine, make sure the subject line is concise and short. This should show the purpose of an email and must create a sense of seriousness by incorporating words such as ‘limited period offer,’ ‘exclusive deal for today,’ etc. An email subject line that reflects decency should be of 30 to 50 characters.
We can modify our tiresome or boring subject lines into engaging one only by adding verbs and adjectives. Subject line inspires the email recipient to open it and read what is inside. Give time on crafting the best subject line for email marketing.
Keep your email list clean and updated
An authentic and updated email list helps you reach out to the right customer. Sending emails to interested or enthusiastic customers will surely generate leads that will ultimately turn into buyers. That is the reason why it is necessary for every business to maintain its list of email contacts clean and updated. Free from past, inappropriate, and incomplete information.
There are so many email list providers who you may trust with data cleansing services. As well as you can avail of an updated email list from them to secure your email communications. So that, it will never reach the spam folder or get ignored on reaching the wrong email address. Though some may think or some may say buying an email list is expensive but the ends it meet is worth each and every dollar spent.
Do not use the ‘no-Reply’ email address.
The way some businesses flood customer’s inboxes with a number of promotional emails. Likewise, the vice versa can also happen. It means that there are times when even the customer may bombard the brand’s inbox with reply back emails consisting of unnecessary responses from them. To prevent such scenarios, many brands use no-reply email format such as [email protected] to send marketing or transactional emails.
However, the practice of sending no-reply emails is considered wrong. If you want to build trust and establish a bond with the customer, then do not use the “No-Reply” email address. This is because the email receiver doesn’t trust such emails and may even mark them as spam or send it to the delete folder. As ‘no-answer’ emails disable the reader’s chance to respond and react, they lose interest in them as a whole. The result may cause loss of potential leads, which no brand would like.
Set automated campaigns to stay in touch.
Automation helps in simplifying the action of sending email campaigns. Sending out emails to each and every customer may be challenging. It not only takes a lot of time but it also results in diminishing efficiency. But, with the tools of email marketing, marketers can easily send automated campaigns to the targeted audience from the email database.
Strategy made by you for email marketing campaigns may turn into a lead generation strategy with the help of marketing automation software. It will help you to send personalized emails to your customers from your list at the time and at the frequency that you decide. There are many benefits of email marketing automation, the majority of businesses today use some form of email automation.
Link emails to landing pages.
Link your email with a landing page if your idea is to drive traffic to your website. And, this must match the theme, visuals, content, and headlines of the email. It is better linking an appropriate page rather than linking blogs or websites where visitants will find appropriate information and don’t have to keep navigating your site uselessly. Address to the point solution by your email with linking it to a proper landing page. This triggers generating leads and increase conversions through your email marketing campaigns.
Additionally, make sure that you have the appropriate tracking tool for keeping a lookout on how your emails and landing pages are helping in terms of lead generation. Driving traffic to website or blog may confuse the visitor, and they may struggle to find out what they actually need. Try to avoid useless diversions and guide customers to the right path through your emails.
Use the help of existing email subscribers by incentivizing referrals.
Referrals perpetually work. Asking your current email subscribers to refer to others will help. When a known suggests something, p[people usually tend to believe without having a second thought. By this way, taking the support of your loyal subscribers who know your business well, this will help you grow your email subscribers list and generating leads.
But, with this never forget to give incentives to your customer for the referrals. Either offer a discount coupon or a voucher in return. Give some support for the energy and time your subscribers might spend on expanding or promoting your email list.
Send emails at the right time.
Sending email marketing campaigns every day of the week is not suitable. for generating B2B leads for your business. Some may think “Wednesday” is the best, some think ” Friday” is the best to send emails that get clicked and opened. These statistics are not always right.
Every company has its set of targeted audiences whose choices, habits, and preferences differ accordingly. Therefore, what works for your business doesn’t mean it will work for another. So, read your customers and identify the correct time and day when sending emails would help bring results in the kind of leads.
Mention clear call-to-action.
You must not forget to include Call-to-Actions (CTA) in your email marketing campaign. It is using the CTA button that the reader will reach out to you to express their interest in your offering. Mention the CTA button clearly so that visitors can quickly notice it. This will help in efficient lead generation from your email campaigns.
Optimize emails for mobile.
According to the statistics, the majority of emails are open on mobiles. This means there is a growing universality of mobile devices among users. People usually prefer reading emails or any other content on their tablets and smartphones. Consequently, your emails should be optimized well for all kinds of mobile devices.
Keep in mind the size of the screen and other aspects of the user, you need to design your email template accordingly. Place buttons in a way that the whole content is noticeable or visible on the mobile screen and does not get cut or hidden anywhere.
Test email marketing campaigns and examine results.
Ultimately, the essential thing is that you must test your email marketing campaign before sending it. It is very important for the business to run A/B testing on an email campaign and check the review. Be it color change or allocation of the CTA button or any other content error, this test helps in identifying the deceptions or loopholes and improve it before reaching the audience. A well-created and strategized email marketing campaign helps you bring desired lead counts.