Most marketers know that email marketing is a very important step in marketing campaigns and most try to put it into practice. However, not all have a huge amount of success with it. They then begin to question whether or not email marketing can increase lead generation. The answer to that question is, “Yes”, if it is set up and used correctly.
How Can Email Marketing Increase Lead Generation Success?
When an effective email marketing campaign is run, a business can capture the email addresses of potential customers who then receive targeted emails pushing them through a sales journey. Generally, not everyone will buy, but the more people that see the email, the higher the chance of success you have. Customers might even share the email with others that they know, increasing the number of leads further.
An ineffective campaign will leave marketers facing a much lower success rate. It is extremely important to use email marketing effectively. Your email list should be viewed as your “bread and butter”, especially if you do most of your business online.
Mistakes Most Marketers Make with Email Marketing
- They offer a not-so-exciting incentive for signing up. Face it- newsletters are not very exciting. A free ebook is.
- They do not personalize subject lines.
- They do not segment groups effectively.
- They do not make the emails relevant.
- They do not make the emails shareable or share-worthy.
Tips for Setting Up Email Marketing for Lead Generation Success
- Skip the newsletter offer. People protect their email addresses about as much as they protect their homes. To gain access, you must provide something valuable as an incentive. This could be a how-to guide, an ebook, a checklist, or many other things. If it provides value to their lives, they will most likely opt in. Most people do not see the value in newsletters, so come up with a different idea.
- Personalize subject lines and greetings with customer names. This tends to gain a higher open rate.
- Segment your email groups to the smallest segments possible. Do not settle for one or two segments. Break your email list down to the smallest details you can. Do not just have a “male” segment. Have a “dad” segment, a “professional man” segment, a “bodybuilding” segment, a “triathlete” segment, and as many more categories as the males on your list can fit into. The smaller the segments, the more targeted the content can be.
- Create relevant emails for each segment. Using the examples above, you would not want to send bodybuilding content to the triathlete segment, unless all members of one segment are also members of the other. Bodybuilding and triathlons are two different things and should be treated as such. Provide content that is relevant for each segment.
- Set up automation so that certain actions trigger a new one. Email automation should be put to work so that if a viewer acts one way, a certain thing happens. For instance, if they click on an email selling a product, follow the link to the product, then close it out when they see the price, an email might be sent offering a discount or a smaller package.
- Add share buttons to the emails and offer some type of incentive for referring friends. People tend to respond better when they understand what you want. If you do not show that you want the email shared, they probably will not consider sharing it. Adding share buttons to the bottom of the email and saying, “Share this on Facebook or Instagram” will result in shares much quicker than one that does not express that.
Email marketing can be an extremely effective weapon in a marketer’s arsenal. It is much more personal than social media posts and can lead to much more success when it is used correctly. Analyze your email marketing strategy today to improve your lead generation success.