Email marketing is the most effective online tactic for lead generation, according to Ascend2.
So are you using it in your lead generation strategy? If you’re not, read on to find out how to use email marketing effectively for lead generation. And if you already are, check against our list to make sure you’re maximising your lead flow.
1. Make your content high-value and relevant
People won’t sign up to receive your emails if you’re not providing relevant content on your website. Make sure the content you offer on your website is engaging, answers the customer’s questions and solves their problems. And if you offer a relevant incentive for people to opt-in to your email marketing, they’re more likely to sign up.
2. Set up autoresponders
Autoresponders are automatic emails that go out when someone takes an action on your site. When someone fills out a form or downloads content, it will activate an email chain that is relevant to the kind of person that would take that action.
Autoresponders allow you to follow up your leads without having to do it manually. You can ensure you nurture your leads without having to do it manually, saving you time but still helping to convert.
3. Grab your reader’s attention with the subject line
The subject line of your email is possibly the most important part. It can be the difference between your customer opening your email and reading it and deleting it without a thought.
Make sure your subject line intrigues the reader but also gives them a good enough idea of what is in the email for them to want to open it. Remember, the amount of opens your email gets is not a stat you should focus on. Plenty of people open emails without actually reading them – you want to track clicks and conversions rather than the open rate.
4. Think carefully about colours and fonts
The colours and fonts you use in an email can make a huge impact on your readers. If your email is written in a harsh colour and is difficult to read, your customer will just give up. It’s a good idea to pick a clear font in a standard colour and use the same across all emails you send.
5. Make your emails responsive
More and more people are reading their emails on their smartphones, and you need to accommodate for this. If your email is only suitable to be read on a PC, most of your readers won’t even look it. Ensure that your emails respond to the size of the customer’s phone screen and adapt accordingly.
6. Make your emails easy to share
Believe it or not, people do still share and forward their emails to family and friends. Make it easy for them to do so by adding a button that automatically formats the email for them, or embed pre-filled tweets in your email to make it easy for customers to share.
Another good idea is to add social sharing buttons to your emails so people can share your content on their social media without any hassle.
Improving your email marketing strategy will certainly help lead generation. By following these simple tips, you can generate high-quality leads without much more effort.
