A well-thought-through lead generation strategy will allow you to target the right set of audiences, equate more leads to customers and increase brand awareness. Social media may have seen a boom in the past two years with better usage of online marketing tools, but email marketing is still one of the most effective ways to generate leads; especially when it comes to the B2B industry.
The best part of email marketing today is the scope of dependability it provides. Email subscriptions give a count of your prospects having an interest in your product or service that encourages them to sign up for your subscription list, to begin with.
Let’s understand here the techniques to use email marketing to attract a steady flow of leads.
1. Optimise targeting with Lead Scoring:
Lead scoring and grading allow you to pin down the right people with the right message. It helps you capture the appropriate set of audiences suitable for your business. Lead scoring is an effective technique to identify sales-qualified leads from marketing leads. You can use a lead scoring technique in your email automation.
For instance, you can lure a potential customer who came across your product or service on your website through email, by offering a certain discount.
2. Identify your target audience
The first thing you need to understand when creating an email campaign is your audience- who they are, the industry they belong to, and whether or not they fall into your buyer persona. If there are multiple criteria, they fulfil, use segmentation to put them in the right category.
3. Solution to a problem
Once you have identified your audience and their interests, you will need to put in just the right amount of information that gives the audience a solution to their problem. It could be anything that adds value to the reader and you have their attention.
Value-addition works best when you have segmented your email lists as they give you an idea of what are the challenges faced by the targeted list.
4. Click-worthy subject line
A subject line is not just about the purpose of the email, rather a peek into ‘what awaits you in this email’. Ensure your subject lines are short and catchy while influencing people to click, open and read. Implementing a timeline like- Limited period offer, creates a sense of urgency getting the reader to click faster.
5. Keep it simple
When it comes to lead generation, the design of your email is very important. Putting too many elements can clutter your email and the reader may end up missing the message. So, it is advisable to go with simple fonts, colours that aren’t too flashy, and lesser design elements. Highlight any information so it’s convenient for your reader to quickly scan through the email.
6. Strong CTAs
Call To Action or CTAs form an indispensable part of an email marketing lead generation campaign. The most effective CTAs are those that incorporate an element of urgency or excitement and spur readers into action; thus, helping you with relevant data and improving conversions.
Automation has made email one of the most effective tactics for lead generation and brand awareness. While emails are a fantastic way to keep your audience updated with new products and updates, it is important to leverage their use in the right manner. Keep the communication concise and include your social media handles in the template. If you need more insights on how to use email marketing campaigns to churn leads, write to us at, firstname.lastname@example.org