One of the significant components of lead generation that we have not mentioned in specific is building credibility. When you build a relationship between the consumer and the business, it is only successful when there is trust.
The business is placing trust that the visitor who is giving their information in a signup form for an offer is providing accurate, truthful information. Conversely, the consumer is placing their trust in the idea that what the business is offering is going to be worth handing over their contact details.
To be successful in this transaction between customer and business, the marketer needs to build that credibility – and email marketing can do just that. Direct Marketing Association surveyed a large sample of marketers and email marketing came out on top regarding return on investment. Email marketing can help to establish that trust and bond between business and consumer, as well as grow your active lead base.
19 Ways for more email capture
- Renew your database often
- Ask your subscribers to share and forward your emails
- Connect in every digital way possible
- Speaking of social media, you can run contests, or create a group
- Add a link to your employees’ email signatures to a landing page
- Create a microsite
- Collect email addresses
- Add a QR code
- Send a direct mail offer
- Give a sneak peek
- Train your customer service representatives
- Ask current customers to pass the word
- Present a pop-up
- Create a sliding request as a user scrolls on your site
- Display a top bar that sticks in your header
- Advertise on your own site
- Create an exit intent offer
- Implement a retargeting pixel on your site
- Participate in forums
While your website can provide you with a massive email database, it should not be the beginning and end of your lead generation and collection. There are many sources available to marketers that will assist in this precious asset collection.
Remember: Email addresses are like beaches in Croatia – the harder they are to procure, the more highly targeted and valuable they will be. However, it is important not to spam or send emails to people who have not already explicitly agreed to be emailed – you do not want to be seen as a spammer. Always make sure you are emailing people who have opted-in to your content – they will be the people most likely to convert, as well, so you will not waste precious time or money attempting to sell someone something they did not even want in the first place.
- Renew your database often. The value of your lead database degrades as addresses change, and lead information goes stale quickly, so use software that finds new email addresses for inactive leads.
- Ask your subscribers to share and forward your emails. Consider offering bonuses for doing so – after all, many people have used coupons or discounts from email marketing.
- Connect in every digital way possible: Share great content on social media. Run online, print and direct mail ads. Start a blog. Whatever you can think of, craft messages that can be shared and have a CTA that encourages the viewer to click on your ad and sign up for your content.
- Speaking of social media, you can run contests, or create a group. You can create loyal customers who will be more than willing to share your content, or you can create a community for people to go and become salespeople themselves – by showing their friends and family how much they love your product! Don’t forget about buttons on your social profiles – you can have a natural and accessible CTA button that can send visitors to an opt-in newsletter or email list.
- Add a link to your employees’ email signatures to a landing page that collects email addresses.
- Create a microsite apart from your company that requires an email address to use. Run a promotion with another email newsletter or website with an appropriate audience.
- Collect email addresses at offline events (think trade shows, networking events, conventions, seminars). Import them into your database.
- Add a QR code to your existing digital and print marketing collateral that directs to a landing page or lead generation form.
- Send a direct mail offer that can only be redeemed if the recipient signs up for your email list.
- Give a sneak peek of what people can expect if they sign up for your email – maybe by archiving previous email campaigns online.
- Train your customer service representatives or whoever answers your phone to leave a good impression on the caller. They can then ask for email addresses, and help turn email marketing leads into sales.
- Ask current customers to pass the word on to others in the industry, or offer an upgrade of your content for referrals.
- Present a pop-up at the end of your content or when someone new visits your site. If you are already publishing content (like a blog or news articles), trigger a screen to pop-up at the end of the piece of content that will collect the consumer’s information.
- Create a sliding request as a user scrolls on your site. When someone scrolls down (on whatever page they happen to be on) have a sliding subscription request scroll in to capture their information. There has been much success and a higher conversion rate with this less-invasive type of pop-up.
- Display a top bar that sticks in your header, that users can sign up for at all times.
- Advertise on your own site, and run internal house ads that advertise your ebook, content or offer.
- Create an exit intent offer. How this works is the software tracks the user’s mouse actions and presents a specific offer or form when the visitor displays signs of exiting the page. That way, even if the user is leaving your site, you can try to convert them to a lead or entice them to remain on your site longer, or lead them to an offer or landing page.
- Implement a retargeting pixel on your site, and create specialized ads that can recapture your visitor’s attention, linking them through to a corresponding landing page.
- Participate in forums, both in-person and online, in which you can establish and reinforce your brand and position as a thought leader in your industry. There, you can share links to your content (and capture an email address from pop-ups or content people would like to download).
What makes up a successful email marketing campaign
Many pieces go into an ultra successful email marketing campaign. Email marketing is still one of the most successful strategies in lead generation for reaching prospects and consumers.
- To begin with, develop a strategy on what the purpose of your campaigns will be, and an organized process for creating that business-to-consumer interaction. Try automated software or content templates to help you craft your message. Then break or segment up your leads based on their preferences. Create personalized content and craft emails that specifically target the recipient and their interest.
- Leverage your most engaging content, and strategically use your email marketing platform to inform potential new customers of products, new promotions, news, and your goods and services. Only include relative information that will help to create a positive awareness of your brand.
- Diversify your types of email content by providing your subscribers with varying forms of information. Education newsletters can help to provide value and give information, establishing your business as a knowledgeable source. Email drip campaigns are great for automating the process of leading the prospect through your sales funnel.
- Invest in a custom design for your emails. You want to establish your brand and promote your company as the authority on this topic, and consistent branding across each email that is sent out will go a long way in doing so.
- Ensure each email is relevant to the topic the recipient signed up for. Include appropriate subject lines, keep the emails clean and straightforward with easy-to-follow formatting, and make it simple and easy to read.
- It’s important not to send out the same email again and again.Track, test, tweak, test, and track some more. Your initial email campaign might not be uber-successful on the launch, but that is OK. It will give you a baseline to work from, and helpful insights into what worked and what didn’t. From there, you can track successes, test new ideas, make changes based on conversions and sales, and test and track some more. Strive to continually improve and upgrade your content, so that it is fresh and recipients want to open your emails time and time again.
Tips for optimizing your efforts
- Email collection is more successful when the consumer is given something of value in return for their information, so provide useful resources or give them something of value to sign up for.
- Never, ever, ever spam. Not even once. Additionally, never, ever, ever sell or give away the contact details you have collected – this will ruin your credibility with that customer, and potentially their entire sphere of influence (family, friends, etc.)
- Get personal. Use lead generation and email marketing software to address people by name, position, company, et cetera, and tailor the message to their interest.
- Make it easy: Collect email addresses at all points of contact, from trade shows to websites to business cards to employee email signatures and beyond. Give multiple points of availability in which a potential new customer or lead could give your business their email address. You want to make it as simple as humanly possible to sign up and join your mailing list.
- Create effective emails: The subject line should draw them in and encourage the recipient to open the message. The content should be concise, with relevant information, and personalized. Include links to your social media to establish brand trust, and engage with new and existing customers to keep them coming back. Include images to make it exciting and engaging. The ending should have a call to action, inviting them to take the next step in your sales funnel (or directing them back to a relevant section on your website).