Roadmap for Email Marketing in Lead Generation

What would you do if someone calls your company and requests some information about your products? Maybe you have recently participated in a trade fair where tens of customers visited your booth but never made any purchases. If you never followed up on these potential customers, then your business is not leveraging lead generation to survive in the tough modern business world.

Lead Generation Oversight

Lead generation is all about capturing the interest of potential future customers. Mostly, digital channels are used and according to statistics, email marketing happens to be the most effective. A study by Gigaom Research says over 85% of marketers believe email marketing is the most effective lead generation tool.

A survey by McKinsey & Company says emails are 40 times better in acquiring new customers than Facebook and Twitter. The Aberdeen Group, on the other hand, adds that email marketing can increase conversion rates by over 50%.

Creating an Effective Email Marketing Roadmap

  • Customer Data: The first step in successful email marketing is taking an inventory of your company’s database, customer behavior analytics from your website and other sale points and all information that you have regarding people who have contacted you in the past.
  • Marketing Automation Software: Handling all this data and then sending out emails is almost impossible. This is where invaluable automation software comes in handy to help you create email marketing tracks. You can then send the relevant information streams to the right audience without much hassle.
  • The Actual Email: Make sure you have a suitable subject line, brief content and integrate social media in your email marketing.
  • The Real Action: While most marketers wax lyrical about online marketing most rarely do it. You need to create the heartbeat of your email marketing which can be a weekly or monthly target of emails to a specific audience. You can also go for calendar driven scheduling especially around important holidays such as Fourth of July and Christmas. Lastly, you should also ensure your software can respond to behavioral triggers from your prospects.
  • Using Incentives: Digital marketing is all about innovation and by giving email opt-in with relevant incentives, you can easily gain a competitive edge in lead generation. From concert tickets to smartphones, there are myriad incentives to choose from.
  • Explore all Touch Points: If you must look for all areas where you can generate leads from subscriptions to newsletters, online survey forms to customer care calls.
  • Leverage videos: According to Forrester Research video clips can increase click-through-rate for your emails by over 400%. Gated videos and relevant content in all your online platforms are a unique way of increasing your prospects.
  • Optimize Your Website: Once your prospects click on your email, they might want to check your landing page. Make sure your content is regularly updated. If you have a blog, make sure you post regularly to increase lead generation.

When your email market starts drawing in leads, ensure you have a nurturing campaign to retain them. There might be challenges along the way but with the measurable marketing remains the most effective technique for your lead generation campaign.

7 Tips to Improve Your Email Marketing Campaign Lead Generation

marketingThere’s no doubt that email marketing is one of the most promising internet marketing techniques, especially when it comes to leads. Research has shown email marketing to be the best strategy that online marketers can leverage for more leads and conversions. 81% of respondents in a Marketing Sherpa report gave email marketing as their chief source of leads.

However, there is much more to email marketing than just creating a list and sending periodic emails. Careful thought and strategy should be put into the entire process, just like you would any other strategy. What is your ultimate goal? How can you achieve it? What are the interests of your consumers? How can you reduce opt-outs?

Below are a few key factors that make up your email strategy, and how you can leverage then for a successful online lead generation and conversions:

1.      Subject line

Choose a relevant personal subject line, on which will build relationships, rather than facilitate a transaction. Another method may be to write action-oriented subject lines or those which have a directive related to the email content e.g. “download this whitepaper” or “register for our webinar”. Personalizing the subject line could also be effective: “John, download our whitepaper on…”Ensure that your subject lines are split tested so that you can find out the best strategy for that target audience and/or product.

2.      Brevity

You don’t have to use one email to share everything. If you’re a financial advisor looking for online lead generation services, for instance, focus on just one thing. The end-goal of all email communication should be for the recipient to do a certain thing. Be brief and engaging to maximize your chances.

3.      Design

Incorporate HTML as well as responsive design layouts, with images, when possible. The human brain processes pictures faster than text, so the recipient will get the message faster. However, remember that the recipients accessing emails on laptop or desktop PCs will most likely find that the images are blocked, depending on their anti-virus system. Ensure therefore that your important content does not wholly depend on the visibility of the image.

4.      Call to action

Carefully choose your call to action (CTA) – make it focused, compelling and easy to follow through with. If you have a CTA inside your subject line, reinforce the message right at the beginning of the body content. Include a button or link directing the recipient to information content or a landing page which has shareable content like videos or other content types. Keep your CTA short and sweet: clarity, simplicity, and brevity. Period!

5.      The offer

This is the most important element in any lead generation email strategy. You must offer unique value within your content, as well as address the recipient’s specific issues. The perceived value you offer should be greater than the risk associated with giving their personal information.

6.      Information capture

Once the recipient has responded, don’t give in to the urge to ask for too much information all at once. For prospects, all you need is a first name and email address. The average consumer knows the implications of revealing their email address; by keeping your information request brief, you can overcome their reluctance.

Image27.      The nurture funnel

Finally, once you have a successful lead, there should be a solid plan to send periodic follow-up emails (not too many) which will move the lead further along the sales cycle. One strategy is to have automated responses set up, containing useful information that is valuable to the prospect. Share information generously: you will win minds, hearts and finally sales.

Email v Social Media

Advantages of Email Marketing over Social Marketing and how you can Leverage both for Lead Generation

social-media-398296_640There’s no denying that social media is a powerful marketing tool. Used correctly, social media marketing campaigns are effective in creating genuine engagement and relationships with customers. You can find out what your audience (and others) think about your brand as well as share catchy, compelling and interesting content with your social following. No business, whether B2B or B2C can survive without a vibrant social media presence and strategy.

However, there’s just one thing that social media fail at: Lead generation. While effective for many different marketing strategies, lead generation is the one thing that social media just doesn’t help with, unless it is coupled with another strategy like email marketing.

According to a McKinsey and Company Research, conversions from email campaigns are greater than combined conversions courtesy of Facebook and Twitter, combined. Email messages culminate in purchase actions over three times the purchases from social media, in addition, order values from the former are 17 percent higher than the latter, the report stated.

So, why exactly does social media, which is great at everything, perform so dismally with online lead generation? What can be done about it?

1.     Email connects you to an already familiar audience

Usually, the people you have on your email list got there because they opted to receive communication from you. This means that they already know something about you, and you impressed them enough for them to voluntarily want to hear from you at some point in future.

However, you don’t get that same commitment from social audiences. Social media follows and likes are not quite as compelling as email options. Following a brand or business on social media is a very passive action compared with signing up to get periodic emails from a brand.

In fact, it’s not uncommon to have thousands of fans and followers on social media and yet have just a few people opting for your email newsletters. People only subscribe to emails when they’ve reached a deeper trust and engagement level with the brand.

2.     Social media noise

The very things that bring out social media as a dynamic and exciting internet marketing channel are also its greatest downsides: There’s just too much content. Users on Twitter generated hundreds of thousands of tweets daily, and there are over 50 million Facebook status updates each day. Instagram users post over 70 million pictures daily.

Brands on social media are competing for audience attention with a huge volume of content transforming at a high velocity. In the end, a very small fraction of your prospective audience actually sees your updates – just 2-6% on Facebook, unless you pay for sponsored posting. Twitter doesn’t yet have an algorithm, but the volume of tweets make updates easily missed.

3.      Email messages are more compelling

Emails sent for email marketing are opened 20-25% of the time, compared with the maximum 6% that Facebook gives you. This means you have at least four times a better chance of getting through to consumers on email compared with social media. In addition, email click through rates are also higher, at around 3% compared with just 0.5% on Twitter.

In addition, you have more leeway as to how much you can say on email. Sure, you have to be brief, but not as brief as 140 characters. You need more than 140 characters to compel someone to take an action.

Conclusion: What you can do

Now, this is not to say that you should throw out social media, rather, acknowledge its shortcomings and do what you can with what you have. Always share ultra-high-quality, interesting and ungated content, which is how to endear yourself to consumers even before you try to make hard sales. Then, think about ways to convert your social followers to subscribers.