Part of doing business is gathering quality leads. The main purpose of lead generation is to grow revenue, which every business needs to survive and thrive. Some businesses are good at it, and some methods take more work and/or more money to go about it. One of the most humble yet effective methods to develop leads is via email, but you can’t just go out willy-nilly and expect it to work for you. Read on to learn some of the best practices for email lead marketing.
? 1. Set up triggered emails.
Also called drip campaigns or autoresponders, triggered emails are activated when a reader performs a specific action, like placing an order, filling out a contact form, or downloading a report. Your email marketing system automatically sends a series of emails that have content specifically tailored to the type of person who would take that action. Triggered emails automates your follow-ups.
? 2. Offer your audience an email newsletter filled with relevant, high-value content.
If people like your blog or website, chances are good that they would be interested in reading more content from you in the form of an email newsletter. Make sure that newsletter is filled with high-quality, relevant content. Don’t waste people’s time with trash. The only block to this action is that you need to get peoples’ email addresses, so make sure you have a spot on your site to collect them.
? 3. Gate your content.
This is one of the oldest techniques for lead generation, and has its roots when magazines published ads asking readers to write in for a free sample or report. That was actually lead generation via snail mail.
These days, gated content drives your traffic to a landing page where readers leave their email address to get a free report. Another option is to offer more content your readers want but require them to input their email information in order to access it.
Gated content has its pros and cons, so make sure you only gate content that your readers will find valuable, like videos, ebooks, webinars, or white papers. Do not gate content like blog posts, infographics, or useless lists.
? 4. Segment emails to make them relevant to your readers.
Segmenting is done to make your emails as relevant as possible to your followers. When you offer relevant email messages, you will get more sales, clicks, and opens. Just a few of the ways you can segment emails include:
• when someone clicks through on an email but didn’t convert on your landing page;
• when subscribers click links in an email;
• when readers sign up for email newsletters; and
• when readers don’t do anything. In this case, resend an email if they didn’t open it the first time (just make sure you change the subject line).
? 5. Make it so your audience can share your emails.
A major way to gain more followers is to offer your current readers a way to share your emails. People still forward emails to co-workers, family, and friends, particularly if it’s made easy for them to do so. There are lots of ways you can do this:
• add a button that will automatically format an email for them to share;
• add social sharing buttons so people can share your email via their Facebook, Twitter, and other social media;
• ask readers to forward the email;
• embed pre-formatted tweets in your email;
• add a sign-up link so the people who get the forwarded emails can sign up quickly and easily.