Email remains one of the most effective marketing channels in the digital landscape. Despite the emergence of social media and similar advertising platforms, email consistently delivers a return on investment that other channels fail to match. Statistics indicate that every dollar spent on an email marketing campaign typically yields a return of approximately $44.
Email marketing is particularly useful for lead generation. When someone signs up for your brand’s email newsletter, you have the opportunity to consistently generate and maintain their interest in your products and services.
You just need to know the right strategies. Email best practices call for segmenting lists, using a verified email list, and tracking key metrics. But, if you want to leverage an email marketing lead generation campaign to its full potential, keep these points in mind.
Understanding Lead Generation
A lead is merely someone who has demonstrated a certain degree of interest in your brand. Your goal is to cultivate that interest. For instance, someone who signed up for your email newsletter probably wants to know more about the products and services you offer. That’s not the same as them being ready to make a purchase. You need to transform their initial curiosity into genuine demand.
Of course, this can seem like a challenge when communicating with leads via email. That’s because each lead will be at a different stage in the customer journey. Some will have just signed up for your email list, while others will have been following you for weeks or months. You need to make sure you’re sending each lead the kinds of messages that are relevant to them no matter where they are in the customer journey.
You can do this by designing automated campaigns and segmenting your email list into different subgroups. Segmentation is an easy way to boost your open rates. For example, when asking guests of your website to sign up for your email list, you may ask them to identify which specific services or products of yours they are most interested in. Their answers can determine which segment of your list they belong in. The content each group receives should correspond to their interests.
Design Emails to Maintain & Secure More Leads
It’s a good sign when a person subscribes to your email list. However, to fully secure a lead and turn them into a paying customer, you need to make sure the content you send is valuable.
Start by optimizing your subject line. Approximately 35% of email users decide whether to open a message based on this alone. Your subject line should give some indication of the type of content in the message itself, without giving too much away. Using action phrases like “download your free ebook” can help make an email sound more appealing.
The content itself should be brand-appropriate and to the point. Your followers are bombarded with distractions online. It’s important to get your message across with personality while also understanding your readers don’t have a lot of time to devote to your emails.
Consider compressing your content by including videos, infographics, and other forms of media. Relying on text alone is no longer an effective email marketing strategy.
Additionally, you need to know precisely what your goal is for each email you send out. Maybe you want to get a reader to share the content via social media. Perhaps your goal is to convince a long-time follower to make a purchase. Or, maybe you’re trying to convince a recipient to sign up for a service.
Regardless of your goal, every email needs a purpose. This should directly relate to the call-to-action (CTA) included at the end of the email. Ideally, a reader will take some desired action after reading your message.
Most importantly, deliver value to your followers. If your goal is to move them through the customer journey, start by explaining the problem your followers have, then clearly define how your products or services can solve that problem. By applying these tips and working hard to ensure your email marketing content is genuinely useful, you’ll be much more likely to turn leads into customers.