How to capture more email marketing leads

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.

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.

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Invest in a custom design for your emails.
  • 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.

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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).
Chad is VP of Marketing and Communications at JotForm. He’s also a frequent contributor to various tech and business publications, and an absolute wizard with a Vitamix. He holds a master’s degree in communication and resides with his girlfriend and cats in Oakland, California. You can reach Chad through his contact form.

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