Marketing leads are the lifeblood of any business, providing a steady supply of potential customers. While there are countless ways to generate leads, email is an especially useful tool. With the right strategy, you can use this technology to find new leads and grow your business. Here are nine techniques to try as you perfect the art of email lead generation.
Before allocating your limited marketing resources, it’s vital to know which leads to prioritize. Lead scoring allows you to rate your leads according to measurable criteria like the number of times they’ve engaged with your online content. Once you’ve scored your leads, you can market to them accordingly.
Your marketing emails need to be clean and precise. If you include too much extraneous information, leads won’t even notice the calls to action that could turn them into customers. With plain fonts and a simple design, you can ensure readers see the parts of the message that really count.
Attention-Grabbing Subject Lines
The subject line is the most important part of the email because it’s the first thing the recipient sees. If your subject lines don’t catch the readers’ attention, your best marketing materials will remain unread.
Strong Calls to Action
The call to action (CTA) is what turns the passive reader into an engaged potential customer. If you doesn’t explicitly ask the reader to engage with your brand, then you’re wasting the opportunity they’ve given you by deciding to read your email.
Gated content, or content that’s only made available if the person provides more information, is a great way to build your mailing list. It also gives you a chance to gear certain articles and posts toward an audience that’s already expressed some interest in your products or services.
Leveraging Social Media
Social media is a great tool for growing your email list. When providing content through social channels, try telling people to share their email addresses if they want more information. You can also use social accounts to tease gated content.
Modern technology allows you to save time by automating much of the email marketing process. With an easy-to-use platform, you can create triggers that send certain emails to leads just when they enter a particular part of their buyer journey. While you’ll still have to write the emails, much of the day-to-day management will be taken care of for you.
All marketing requires a bit of experimentation. By conducting split testing, you make it easier to see which strategies are most effective for your particular clientele. The process is simple. Just send out two sets of emails with a slight difference between them, then see which set generates more leads.
The most important thing of all for an email marketer is to offer content that actually provides value to the user. If you simply bombard people with information they don’t need, they’ll never become interested in your business.
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