To answer this, rethink why email marketing is popular. Why is it used? What is the ultimate goal? Email marketing and all the campaigns, in the end, are about lead generation, conversion, and sales. Traditionally email lead generation is done by using landing pages, opt-in forms, etc. With social media and advertisements in the picture, bringing the customers to the page is no longer the challenge, but getting them to opt-in still is. This is where free resources, content-based marketing, etc. come into the picture, and not to forget the offers, the website design, and the actual content on the form page. But lead generation doesn't end there. The process then involves interaction with the potential customers, nurturing the relationship to eventually convert leads into successfully closed deals.
Customers today make informed decisions and so, the email marketing campaigns for lead generation must be to the point or touch base on the topics of interest, preferred choices, etc. to get them interested. Well curated eBooks, Whitepapers, and other resources play a critical role in lead generation. Any successful email lead generation campaign offers the following benefits.
The Inside Story
Generating email leads is a well-planned process that differs based on the industry and business model too. Things that work for e-commerce may not always work for the manufacturing industry or the IT sector. The change basically hinges on the target audience. And understanding this difference is where the lead generation process begins.
What does an ideal customer for your business like? This is the thought process that goes behind creating a buyer persona, which ideally bifurcates the audience based on location, demographic trends, choices, and habits.
Leaving aside the intricacies of budgeting, the campaign idea must be engaging. It should provide a solution for an existing problem or offer an exciting option that the potential clients will definitely be attracted to. Create the landing page, advertisements, and promotional resources accordingly, and focus on the content and the design while doing so.
Leverage all the available options. Utilize the power of the outreach that Social Media offers. Promote the offers, share links to the landing page, and leverage the power of paid advertising too to give the brand and extra visibility.
This increases the chances of generating email leads, and social media sharing can always help in spreading the word faster than any other medium.
Once the potential customers have subscribed or opted to learn more about your offerings, it is important to keep the engagement alive by sharing relevant content and offers, using personalization, and interacting with them to understand their requirements better.
In many cases, you may have to sort through the data to find genuine leads, give them the option to unsubscribe, and give customers the upper hand. This kind of sorting can however give you a filtered, concentrated data that consists of segregated leads, around whom the further lead nurturing can be channelized.
Data is just data until you use it successfully and many a time having a marketing tool can reduce the effort and time that goes behind such tasks.
Here's how SpiceSend Marketing Tools works towards making lead generation easier.
With an increased number of leads, sorting for redundancies and segregating based on specific criteria can be done easily using an automated system.
SpiceSend's email marketing tool can help in creating emails for lead nurturing. Use the easily customizable templates to create a wide range of emails to be used as required.
Is the lead generation campaign working or not, how effective is it? Tracking and analytics can help in determining how the efforts pan out, collate the data, and eventually help in giving a clear picture of what works and what does not.
Neil Patel the co-founder of Neil Patel Digital and a New York Times bestselling author, shares some fool-proof tips in his YouTube post titled, How to Build an Email List Fast and for Free — My Secrets to Reaching 270k+ Subscribers. Here's a summary of the same.
"Keep this in mind, if someone's going to leave your website what harm do you have just asking for their e-mail?"