At a time when social media posts redefine the marketing genre, e-mail marketing still stands strong when it comes to marketing lead generation. Leveraging e-mail lead generation is increasingly vital for businesses looking to reach and engage potential customers.
According to a recent study, the number of global e-mail users was 4 billion in 2020 and is predicted to hit 4.6 billion by 2025, reflecting the expanding pool of opportunities. Through targeted marketing lead generation, businesses can create campaigns tailored to the interests and preferences of their target customers, resulting in higher conversion rates.
Further, e-leads are a cost-effective way to reach more prospects and generate more sales. An e-mail campaign involves minimal expenditure since it does not require large budgets for advertising or extra investment in technology. It even allows small businesses to widen their network and target base.
The field of e-mail lead marketing is transformative if properly leveraged. Here are a few best practices for marketing lead generation.
E-mail marketing B2B lead generation best practices
When sending e-mails, it is essential to use best practices such as being concise, creating strong subject lines that capture the reader’s attention, and so on.
The e-mail best practices listed below can ensure that the e-mail lead generation efforts are successful and result in hot leads.
1. Invest in leads that engage
A successful e-mail campaign depends on a healthy or open click-through rate. Using a readymade e-mail list makes you more likely to experience a sharp performance drop in the e-mail. You won’t know if the contact list is up to date or accurate.
Additionally, you could send emails to people who are not interested in your product or service, leading to low open and click-through rates. Finally, you could be sending emails to people who have already opted out of receiving emails from you, which could result in your emails being marked as spam.
Invest in leads that take action. Constantly pursuing cold leads that don’t respond or show interest in your products or services are as good as having no leads at all.
2. Avoid ‘No-Reply’
Most businesses make this mistake. They frequently format their emails with noreply@domain.com when sending them to leads. Anyone wishing to establish credibility for their business and connect with potential clients should avoid making this mistake. A no-reply email address will simply give the impression that you are difficult to contact.
3. Declutter your e-mail content
It is essential to have an effective e-mail content strategy for your e-mail campaigns if you want to maximize lead generation. Decluttering your e-mail content by organizing emails into categories and purging old emails will make your campaigns more organized and improve searchability and relevance.
Additionally, segmenting leads in groups based on demographics can help ensure that e-mails are tailored to the right people who are genuinely interested in your product or service – making it easier to generate more leads.
4. Optimize ‘preview text’
When it comes to e-mail lead generation, optimizing the ‘preview text’ can be vital to generating more leads. As one of the first visual elements recipients see in their inboxes, this text allows companies to entice people and compel them to click through to the e-mail itself.
Preview text is one of the most important aspects of e-mail marketing campaigns because it can grab attention quickly and pique viewers’ interest. A well-crafted preview line can help businesses maximize their e-mail lead generation efforts, increase open rates, and gain more valuable marketing leads.
5. Use e-mail signature
E-mail signature represents the distinct visual representation of your digital presence when sending e-mails. By taking advantage of strategic e-mail signature placement for each e-mail you send, you can generate leads from every e-mail sent out and result in a higher rate of marketing leads to close sales opportunities.
E-mails always stand out when they have added information, such as an e-mail signature which adds credibility to your message. Taking advantage of such resources is easy and could help cement your brand in potential customers’ minds – ultimately leading to successful sales.
6. Clean the mailing list
The best way to ensure your e-mail list is cleaned and ready to generate leads is to ensure that your e-mails are well-targeted and contain relevant and high-value content.
Filter out inaccurate e-mail addresses, incorrect information, and unengaged e-mails by segmenting lists or filtering tools to ensure that old, inactive users are removed from your e-mail list. To automate this process, you can also allow users to unsubscribe through email tracking software.
7. Personalize
Personalizing e-mail content for digital lead generation is a powerful tool in any marketer’s toolkit. Utilizing e-mail techniques such as segmentation, relevant content, and tailored messaging can prove invaluable in increasing the success rate of e-mail campaigns while helping to generate marketing leads.
By coding e-mails with personalization tags that capture customer data, such as behavior from prior e-mails or web visits, marketers can target valuable segments of their client base by customizing e-mails for each recipient.
8. Keep CTA above the fold
The content the reader may see before scrolling down is ‘above the fold.’ Consumers watch 57% of the content that is above the fold. As they scroll, the number steadily drops to 17% of the next screenful.
Despite new data suggesting that users are scrolling more because of vertical timelines and social media, above-the-fold content attracts the most attention.
9. Use a ‘fit’ template
Try to use a universal template around 500 to 650 pixels in width. An e-mail template larger than the conventional measurement might result in page breaks. The disruption can cost some potential conversion leads. Thus using a fit template will increase readability and better conversions.
10. Always include the company logo
Incorporating e-mail campaigns with the company logo is essential in ensuring your message gets across and reaches the most people possible. The logo establishes credibility and trust, as it communicates that this communication comes from a real source.
Including a recognizable logo also helps people remember who you are and makes them more likely to open future e-mails from your company.
11. Use a compelling subject line
When attempting to generate leads for a business via e-mail, a compelling subject line can be invaluable. The perfect subject line should draw readers to open the e-mail and be actionable enough to complete the desired result.
12. Include a subscribe button
Companies can generate marketing leads by simply including a subscribe button in e-mails and converting them into potential sales. A subscribe button not only collects email addresses from new prospects or clients but also keeps your audience engaged and updated about all your services or products.
Moreover, mailing list segmentation and targeting help to provide customers with personalized content tailored to their preferences and interests, leading to more trust and higher ROI per e-mail campaign.
13. Use auto-responders for opt-ins
You can create further marketing opportunities for lead generation by setting up an automated e-mail message to the customer after they opt-in. As the e-mails are delivered directly and quickly, these auto-responders enable you to target your prospects with relevant content that promotes your brand and allows their visits to become valuable conversions.
Your e-mail list will grow as more customers take advantage of the offers shared in these auto-responder e-mails, resulting in more leads and further boosting your marketing efforts.
14. Practice split test
A/B testing is a great way to get started with split testing. Create two versions of your email, each with a slightly different headline, content, or offer. Then send each version to a segmented list to determine which performs better.
15. Include social media handles
You can grow your e-mail contact list quickly with the help of cleverly placed social media links. Include social media handles in e-mails to draw potential customers to your other marketing channels, such as Twitter, Facebook, Instagram, or LinkedIn.
Utilizing this strategy increases the possibility of e-mail recipients further engaging with what you offer and building trust with them. People who connect with you on social media are likelier to open e-mails they receive from you, resulting in higher conversion rates and more marketing leads.
How businesses can benefit from e-mail marketing?
Approximately 319.6 billion emails were sent and received each day worldwide in 2021, and the figure is predicted to reach 376.4 billion by 2025. Any business or organization looking to boost its online presence and generate leads should look no further than e-mail marketing. This simple but effective form of lead generation is valuable for successfully increasing visibility and engagement in the digital sphere.
According to a Databox study, 45% of marketers send e-mails weekly. Companies, local businesses, and online shops can use lead-generation marketing to reach their target demographic with targeted messages and track open rates using email marketing services.
Additionally, e-mail lead generation can help improve customer retention rates as customers are kept in the loop regarding deals, product releases, and more. According to SaleCycle, a monthly average of 50% of consumers make a purchase after opening a marketing email. Businesses that utilize e-mail marketing services can reach potential and current customers, providing a platform to drive sales and boost brand loyalty.
Summing up
E-mail lead generation is a powerful e-marketing strategy to generate quality marketing leads. According to Pathwire research, 84.3% of customers tend to check their e-mails at least once a day. And this creates an invaluable opportunity for e-mail marketing lead generation that can hugely drive customer action. By leveraging its unique capabilities, e-mail lead generation helps businesses create an effective marketing funnel that will help them capture and convert more leads.
To fuel lead generation through an insight-rich and tech-driven approach, contact Marketboats today!
