One of the most important questions for a business is how to generate a lead. A lead in general is any person or business that could be a potential client. As we all know, email marketing is one of the cheapest ways to make effective use of email in order to acquire leads.
And this technique is popularly known as email marketing. As the name suggests, email marketing uses email to market one’s service or products. It is one of the simplest yet efficient ways of making customers aware of the new products, services and other features like discounts and activities of the brand.
All well-known companies generally make use of this marketing strategy to attract customers to their launches and existing works. All the emails that we receive from Amazon, Ajio or any other company stating they have a special discount of 20% or so is a classic example of email marketing.
Let us understand why email marketing is an effective way to generate leads and then deep dive into these strategies.
What is Email marketing?
Email marketing is a form of digital advertising that involves sending commercial messages to an audience via email. Businesses can benefit from this cost-effective method for communicating with their customers, promoting products or services, and building brand awareness at the same time.
Email marketing messages can take many forms, such as newsletters, promotional emails and event invitations. By tailoring these emails to the recipient’s interests, email marketers increase the likelihood that recipients open and interact with their message.
Email marketing campaigns can be used to meet a range of business objectives, such as increasing sales, driving traffic to a website and cultivating customer loyalty. However, businesses must first obtain consent from their customers before sending them marketing emails.
To guarantee the success of an email marketing campaign, businesses must craft compelling messages, craft attention-grabbing subject lines, and optimise their emails for different devices. Furthermore, measuring campaign performance by tracking open rates, click-through rates, and conversion rates is essential.
Overall, email marketing is an invaluable resource for businesses that wish to engage their customers, boost brand awareness and stimulate sales.
10 Effective email marketing techniques to generate leads
Email is one of the cheapest ways to promote your product, and every marketing technique comes with its own strategy. Here are some of the strategies that marketers can use to make the best out of email marketing.
1. Use Personalised Messages
We all love reading a message that is perfectly curated just for ourselves! That’s the exact plan behind this strategy. Instead of mentioning it as “Dear esteemed customer”, simply use their name. Begin the email with a semi-formal greeting like “Dear Bob!” This is a proven method to capture the attention of the audience, thus causing them to be potential leads.
2. Use authenticate mail
Every email that comes with “do not reply” is definitely a big turndown for customers. Interaction is the best way to know the needs of customers and any email sent from do not reply stops the effective communication between the business and its customer. Always use an email id to which the potential customer can revert back to you for any queries or clarifications and ensure that the query of the customer is solved at the earliest.
3. Classify your potential leads
It is always best to know your target group and then send email rather than sending it to every person existing on the internet. Majority will discard your mail considering it to be spam. In order to avoid such a grave situation, always classify the customers. The classification could be done by means of type of industry (automobile, information technology, chemical, biomedical, etc.) or by the size of the company. Your target group could be a small industry or a large one based on your needs. Ensure that you send marketing mail to the right group of industry.
4. Use mobile-friendly context
Almost 4 billion people used their mobile phones to check their emails. Yes, you read it right! It’s 4 billion potential leads! Always ensure that your content is mobile-friendly and can be viewed perfectly using a mobile phone. We all prefer using mobile phones and mail that can’t be viewed on mobile is going to be a complete turnoff! According to Yesmail, an email platform, the revenue generated per email on mobile is 4 times higher than the ones generated using a desktop.
5. Use the proper subject
Not everyone reads the complete mail. In order to ensure that your mail is read by the target audience, use an appropriate subject. Keep it crisp and clear so that your intention is clear to the people.
6. Avoid plain long emails
Time is sweet and precious for everyone, and no one would like to indulge in an email that will take more time to read and comprehend. Ensure that your text is short and has got a personal touch to it. Instead of monotonous text, try adding banners or images that portray your objective. It is proven that adding special elements to your mail increases the chance of getting a potential customer.
Highlight the key points only. For example, if your business provides an offer of 20% owing to certain special days, simply state “20% offer on all products for 3 days, for more details, check our website!” This can effectively increase the interaction of your business, thus generating more leads.
7. Use automated mail
We all want assurance, and so do your potential leads. Whenever they have purchased a product or availed any offers, send them an automated mail stating they have successfully completed the process! This has drastically increased the number of loyal customers as people have assurance and they know they can get back to you anytime because they have ‘proof.’
8. Schedule your emails
The time zones can be pretty different everywhere. Chances are that your readers don’t read the emails at midnight! Ensure that your email reaches the customer at the proper time. Find out the timezone of your target groups and send the email accordingly. For example, morning at 10am and evening at 6pm is ideally the peak time when people check their mail. Ensure that you are sending the mail in peak hours so that more people can actually open and check your mail.
9. Know the Behind The Scenes
The success of email marketing does not come overnight. Ensure that you know the statistics of the number of people who have clicked and opened your email, the number of people who have sent a request to unsubscribe, etc. This ensures that you know your potential leads very well.
10. Ask for feedback
In order to evaluate the success rate of your email marketing strategy, ask for feedback. After the customer has clicked on your business link, ask them how useful was that mail? After the completion of the process, pop up the screen with a star rating. Most people tend to do a rating after their experience and this can be of dual benefit. One, you can get to know your customer and second, you can improve the process for an enhanced experience.
5 Advantages of email marketing
1. Easy to reach a global audience
If we have access to the email addresses of our clients and potential customers, our lead generation through emails becomes an easy task! Even though social media like Facebook and Instagram are trending, it is easier to calculate the number of leads generated, as you can keep a track of the count of emails sent and the potential leads generated.
Email marketing screams profit! For every dollar spent, it returns an average of 35 dollars! The process is extremely simple and the profit margin is huge. Every business wants profit, so why not use this simple method to earn more profits!
3. Easy to get started
Email marketing doesn’t require extensive designers or brilliant coders. It is a simple process that anyone can start with. All you need is properly formatted content – the target audience. The ease of working with emails is one of the most important reasons why email marketing still exists despite the growth of social media.
4. Easy to understand the target groups
It is essential that the business knows its target groups in order to generate leads. With social media, it is global, and common to everyone but with email, it becomes easier because you have a better idea about who is going to be in your group and hence you can curate your content accordingly.
5. Low cost
Business in general is less investment to generate more profit. That is exactly the motive behind businesses preferring email marketing. It can also help you save your efforts in broadcasting your products and services extensively through different platforms. The email marketing process is a simple and cost-effective way to reach leads.
Generating leads is important for every business and one of the cheapest and most efficient ways is to use email marketing. Email marketing still has an edge over other marketing tactics to a certain extent due to fewer costs, the ability to reach a specific audience, easy profit to the business and the popularity of mail. Although it has these advantages, it is always necessary to etch a strategy to avail most of it.
Whatever the business is, it is necessary that it engages well with the customers, in order to make them the lead. It is also necessary to avoid boring, monotonous text and instead of catchy, vibrant designs, slogans can be used to ensure that the customer, who is a potential lead, is hooked up to the content.