What’s the first step in email marketing that every email marketer focuses on? Leads, Leads, and leads. Everyone wants more leads and when you get them, you’ll want the best quality ones. It’s all part of doing successful email marketing. Even with all the marketing technologies and channels available to us, email marketing is still the simplest effective way for you to generate leads and for successful business growth. The most important part of email marketing is building a healthy subscribers list.
According to Marketprofs article, email marketing remains the digital marketer’s highest performing tactic, including as a source of qualified leads in order to increase brand awareness and boost acquisition. While the ultimate goal of email marketers is lead generation, it’s still the terrific way for you to create nurturing email campaigns, measuring and monitoring email results at a detailed-specific level.
Before we jump into discussing email marketing strategies, let’s first understand,
Is email the only way for quality lead generation?
When we talk about generating leads in email marketing, we firstly prioritize leads that should be potential and interesting. In fact, Marketing Sherpa shows that 72% of all adults in the U.S. still prefer to communicate with businesses via email as compared to other marketing technologies.
However no matter what your company or industry, it’s important to implement content and social strategies and focus on email marketing tactics that are proven to maximize conversions over time.
“Email has an ability many channels don’t: creating valuable, personal touches – at scale.”
~ David Newman.
Hit the bullseye every time
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Tips to Consider for successful lead generation email campaigns
As an email marketer, your main focus should not only on the best practices of email marketing for lead generation but also it’s important to know some effective tactics for email marketing for lead generation:
a. Design the email that convert
There are many things to consider on priority while designing an email campaign, but the foremost is a compelling subject line. Your subject line should be action-oriented and catchy such that it immediately entices the customer to open your email. Personalized subject line can be directive about your content to let your subscribers closer to conversions.
b. Be Brief
Focus more on keeping your email brief and engaging. In other words, the goal is to display your email message relevant and valuable that is needed to match with your customer’s priorities. Don’t share everything in your email. Always focus on delivering promising informational content to your prospects.
c. Call To Action
Valuable and focused CTA can be inserted when you have a wonderful offer for your subscribers. These offers are more valuable to be offered in exchange of information from the subscriber. Through these offerings, you can clearly identify your lead’s interests and pain points.
A good call to action should be:
- Action oriented and specific
- Encourageable for readers to click on it
The best place to put your call to action is at the top of the email or just after the initial pitch to be linked to the landing page of your offer. You can also repeat it at the end of your email body.
d. Leads Nurturing
Once you have successfully generated qualified leads through email marketing, there should be a series of highly specific segments of your audience that develop and nurture. Use conversion – focused content to be sent to the customers.
Here’s a lead nurturing stat that could help you out – 51% of email marketers say email list segmentation is the most effective way to personalize lead nurturing.
Before looking into the lead generation strategies for your email campaigns, email marketing metrics are important as well that helps to monitor your campaign’s performance to determine how well you’re doing.
In addition, marketing performance metrics provide useful data of current campaigns and highlight what a business can do to drive revenue and boost success.
However, no matter why you want to track email marketing metrics, it’s important to have a better understanding of top email marketing metrics you should consider for long term business success.
Let’s get started to dive into our top 13 email marketing best practices that you can use to generate more potential and qualified leads for your business:
1. Use email newsletters to deliver high value, relevant content
If you want your customers to sign up to receive your emails, think of a well-executed email strategy by considering achieving valuable content for your email marketing campaigns. The best technique to build your subscriber’s base is to make a structural content strategy that should force your customers to subscribe to your list.
But what if it took long enough that they won’t consider joining your list or forget to sign up. So, what can you send regularly to your customers who will be delighted by your email offerings? In this, email newsletters would do a great job for you by sharing valuable and relevant content with your audience.
As per Content Marketing Institute, 80% of content marketers are using email, to be the most effective distribution channel for their content.
2. Identify the target audience
You may have seen that many emails are unable to make it to your customer’s inbox. You know why? Because you hit the spam filters too often. So, for your email marketing campaign you need to define your targeted audience hand in hand. It’s probable that companies use email marketing to identify and reach new customers based on their customer’s past interactions and trends.
In fact, according to McKinsey & Co Study, Email is 40 times more effective at acquiring new customers than Facebook or Twitter.
3. Gate your content
Another way of increasing lead generation and boosting brand awareness is to create gated content offers. Marketers use gated content offer by providing prospects with valuable pieces of content in exchange for their contact information. It’s estimated that as much as 80% of B2B content marketing assets are gated.
In fact, 47% of email recipients open email based on the subject line alone, according to research done by Business2Community.
A gated content should be determined very clearly to identify what type of content you planned for your prospects. Developing gated content can help you in generating leads and building brand awareness.
4. Make your emails Shareable
When you create your email content shareable, it’s easy for the people to forward your email with friends, family and colleagues. There are several ways to create your content that’s shareable:
- Add a CTA to let your customers forward your email,
- Ask them to share,
- Add social media sharing buttons.
Thinking of shareable email content, amplifies the impression your email marketing is making on your customers.
Hubspot says, Consumers are 71% more likely to purchase based on social media referrals.
5. Run email drip campaigns
Triggered emails ( also called “drip campaigns” ) are one of the best ways to build your mailing list and boost user engagement. An email drip campaign is a series of automated prepared messages that is composed to send out at specific time and dates.
Statistics say that Open rates for drip campaigns are about 80 percent higher than single send emails, and average click-through rates are three times higher.
6. Offer Something for free
This email lead generation strategy sounds like something that attracts your prospects, usually in the form of free offer. Today’s internet users are used to having something that is absolutely for “free”. Yes, offering freebies to your prospects are worth nothing to start with.
It’s obvious to say that free offerings are one of the best lead generation strategies, designed with the purpose of giving away for free in exchange for an email address. For example, give them freebies, huge discounts, giveaways, free registration, special offers, etc.
7. Automate your email marketing campaigns
Customers love personalization. In the world of email marketing where personalized messaging is a must, email marketing automation is one of the biggest trends for many B2B businesses to generate best results. The idea of using email automation is a way to send your email campaigns to the right people with the right message.
Essentially, automated messages give you more time to focus on other aspects of email marketing.
According to Statista, study says that 90% of customers find personalized content very or somewhat appealing.
8. Create a referral program
If it makes things more understandable, there’s nothing more satisfying than referral campaigns that is one of the effective ways of marketing. Referral campaigns sound like word-of-mouth marketing.
According to Annex Cloud, study shows that referral marketing is one of the most-trusted marketing strategies by companies, whether they are B2B or B2C.
Running a successful referral program not only keeps your customers engaged but also keeps your brands getting maximum exposure. If you want your customers to participate in your program you will need to provide right information to them, and email campaigns are the best way to do it. For example, create a referral program that creates a sense of urgent attention containing referral campaigns, ultimately bringing more potential customers and being converted into your customers.
9. Create customer retention campaigns
You’ve heard it so many times that Marketing is all about attracting your targeted customers to your business. The act of making your customers retain your brand is all about building customer loyalty and sustaining their interest for lifetime.
According to a whitepaper done by Emarsys, 80% of businesses surveyed relied on email marketing for customer retention.
But how are you going to do that? Creating customer retention campaigns is not as easy as you think. To maximize the lifetime value of customer retention, you’ll need to:
- Let your subscribers more control that how often they want to engage with your brand,
- Building relationships by providing valuable content and interesting stories,
- Give your customers more personalized experience with your campaigns.
11. Use personalized email greeting
Starting your email with, “Hi/ Dear Matt” can really draw attention to your message. If you want to drive engagements, personalizing email greetings that automatically inserts your customer’s name would work for you. Thus, email marketers uses email marketing software as a convenient tool for email personalization, ultimately leading to an increase in open rates that is a good thing for business.
Starting with a personalized email relatively simple, yet sophisticated. You just need to consider some below points while drafting personalization, also tailoring on the type of email message you’re sending and the recipient(s) you’re sending to. Here are some ways that will propel your email marketing:
- Find the right contact – Do your research and find out exactly who you may want to send your email.
- Determine your purpose of email – Keeping the goal of your business in mind by introducing.
- Personalized Engage rather than being formal – Draft responsive message using personalization.
- Watch your grammar – Don’t mess up with your mistakes!
12. Avoid using no reply in sender’s email address
While spam filters are tempting, no reply or a similar phrase emails are more likely to get marked as spam by subscribers themselves. Sending with no reply email address can confuse and frustrate your customers if their replies are bounced or not delivered. There are few reasons why you shouldn’t use no reply addresses, these are:
- Decreases email deliverability,
- Increases spam filters,
- Bad impression on customer experience,
- Negative impact on your brand or business.
A no reply email address should never be used to send from. As this practice can cause multiple issues to your company. Also it tells your customers that you don’t really care about their feedback.
13. Clean your mailing list regularly
Engaging more and more users for better engagements shouldn’t be your biggest priority. Keeping your mailing list clean regularly is much more important to increase the chances of getting more prospects. Cleaning a mailing list will create a fruitful environment in your outbox and allow businesses to build more meaningful relationships with customers.
One solution to clean your mailing list is to purge contacts who are inactive or invalid, uninterested, irrelevant or unengaged. It brings many benefits like,
- Less spam hits,
- Higher conversion rates,
- Fewer bounces from bad email addresses,
- Improved user engagement.
According to Return Path study, mailing lists should contain less than 2% of bounced email addresses for higher inbox placement rates.
In this business era, email marketing is one of the booming marketing strategies for any business strategy. Despite being the essence of the digital marketing world, when we talk about lead generation through email marketing it’s all about the quality of content you deliver to your audience. Many industries are still unaware of the power of using email but the fact is that emails is one of the authentic mediums of communication between brands and customers. The above strategies are proven to be effective that matters most to B2B businesses.
Even with these 12 best practices for email lead generation, you can run your email campaign efficient as well as effective. Moreover, these strategies are able to maximize your campaign deliverability resulting in a conversion. Keeping an eye on your competitor’s efforts will help you to assess your email marketing campaign.
To show your true north of lead generation, you need to convey to your prospects that you truly understand their situation and are interested in building lasting relationships.