Email Marketing Best Practices for Lead Generation21 min read

Lead generation is a critical component of lead management, lead processing and lead nurturing. While many lead generation optimizations are available to B2B marketers today, email marketing best practices can help ensure your lead generation efforts generate high-quality leads close enough to close that you get the most number of them into your sales funnel for further lead qualification at minimum expense.

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What exactly is a lead?

As a result, a lead is a contact with a potential client, also referred to as a “prospect.”

 

Email Marketing Best Practices for Lead Generation

 

The definition of the word “lead” might vary depending on the organization in which it is used. Leads are treated differently by different organizations. For some, they are already communicating with a possible client who has been formed, while for others, they are sales touches. However, the definition of a lead remains the same: a leader is someone who has the potential to become a client. The responsibility for converting the maximum number of transaction points falls on the shoulders of distribution managers as a result.

What is a lead generation and how does it work?

The process of attracting and converting visitors and prospective customers into people who are interested in the good or service that your company provides. With another way of saying it, we need to think of new and innovative ways to bring in clients and to provide them with enough information about our company that they will want to learn more from us! Lead generation is the process of attracting prospective customers to your organization and convincing them to make a purchase. This is known as sales lead generation and is the engine that propels your business to success.

Email Marketing Best Practices for Lead Generation

Best  Email Marketing Best Practices for Lead Generation tactics around

– Keep your lists clean

– Separate out subscribers who have not opened or clicked links in the lead nurturing campaign to minimize blocking and tagging efforts

– Add lead capture forms that are responsive to mobile devices

– Make lead capture as frictionless as possible

– Offer lead capture popups and landing pages with clear calls to action and instant gratification

– Include a lead magnet that encourages email signups  Offering exclusive content via an index, tip sheet, or demo can encourage more people to subscribe. It will also help you gain permission from those who may not be ready to buy yet. Also, consider offering a bonus incentive such as a white paper download or webinar email lead generation tactics around:

What is email lead generation and how does it work?

In the context of lead generation, email opt-in forms are a method of collecting leads through the usage of email. It all comes down to acquiring information about potential clients, such as their name and email address, before contacting them.

Although the lead capture form is an important part of an email lead generation strategy, it is not the end of the story. It also entails strategically nurturing leads in order to convert them into paying clients in the long run.

What is the significance of having a lead generation strategy?

Having an email lead generation plan in place is critical for organizations looking to expand their customer base and increase their sales. Your company will struggle to make sales and grow if it does not have a strong strategy in place for generating leads.

However, if you have a strategy in place for acquiring leads, you will be able to nurture your audience and assist them through the process of converting from prospective customer to paying customer.

Benefits of Email Marketing for Lead Generation:

– Emails can be tracked, and lead scoring can be applied based on open and click behavior

– B2B emails reach the right audiences at scale

– Emails are relatively inexpensive to send. You will spend less than $100/M, depending on list size and other factors such as sending frequency and number of open rates.

Best Email Marketing Platforms for Lead Generation:

eROI is a lead generation platform that provides lead capture, lead nurturing and lead scoring through email marketing automation. It engages with prospects across multiple channels allowing you to reach your target audience more efficiently by using real-time triggers and alerts inside an automated workflow that guides recipients toward relevant resources like white papers and videos appropriate for their specific lead generation lead capture lead nurturing action.

You can integrate with other platforms for additional automation and engagement opportunities. Additionally, the platform allows you to link your existing marketing tools into a single interface for real-time insight into how well those campaigns are performing.

You will gain access to data across all of your marketing channels, helping you improve quality scores and develop more targeted messaging. You can also schedule posts directly from social networks like Facebook, Twitter, and LinkedIn and general blog posts that include preview images for sharing across multiple social channels without leaving the integrated editor, making it easier than ever to manage and grow your online presence.

 

Make People Aware

With the strategic use of email marketing, you can educate your customers about new items and specials and new resources and services. Sending out regular education emails about preferred offerings might encourage inactive leads to transition into a state of readiness. Most effective education emails raise awareness by delivering helpful, entertaining, and tailored content to recipients.

Develop Your Network of People

Email marketing is one of the most effective techniques for building and maintaining client relationships. This practical communication channel provides a straightforward approach to staying in touch with customers and clients regularly, whether during busy or slow seasons. Consumers and prospects alike are likely to place their trust and loyalty in a firm that responds quickly to their questions and takes the time to understand their requirements and preferences.

Increase your credibility.

The natural result of strengthening consumer interactions is that individuals are more likely to support a business. One method to improve your relationship with clients is to segment your email list into smaller groups so that people only receive relevant material and interests, including information that is specific to the receiver in the body of an email that has been carefully constructed increases the likelihood that it will be sent to friends and family. Because individuals are more likely to trust people they know, this email marketing method should result in many recommendations from existing leads.

Automated marketing

When conducting email marketing for lead generation, it is recommended that you employ a trustworthy email service provider to automate your email marketing. Marketing automation may be a powerful tool for personalizing communication with leads based on their activities and interactions with you. After signing up on a website, new subscribers can receive thank you and welcome emails. However, auto-responders can be used to send a series of “reminder” emails to prospects who have previously expressed an interest in a product or service by clicking on specific links.

Sales should be increased.

Those who cultivate relationships with their leads will be in a better position to boost their revenue. Once there is a significant collection of people who are interested in receiving email updates, marketers may be assured of receiving considerable responses from an email that advertises the most popular items, services, promotions, or specials to that collection of people.

 

Generating Leads With Email Marketing

A lead can be best described as someone who has shown an interest in your company. This means they have either requested more information, signed up for your e-newsletter or downloaded a lead magnet from you.

When lead generation first came out, it was all about getting as many leads as possible and to do this, there were many tricks used, which made lead generation a costly prospect.

Email marketing is the only way to generate leads with true potential at scale. It costs just pennies per lead and can send highly targeted messages that appeal to different segments of your audience based on their location , behavior and buying stage .

Don’t wait until you have 100% confidence that your email campaign will succeed before you start generating leads.

 

Designing Email For Lead Generation

Designing lead generation email is as important as creating any other lead generating content. Any lead generation offer, like a download link or contact form, can be placed in the email, but there is more to designing lead generation email than that.

Where does lead generation email fit into your overall content marketing strategy?

● Lead generation email is part of lead nurturing, which is a very essential lead generation strategy.

Email marketing and lead generation go hand in hand. It was reported that an email with lead gen form increased lead conversions by 202%. It was also reported that companies who use lead generation emails experience 39% increase in sales conversion rate.

Aim for Subscribers:

When writing your lead generation email, think about the subscribers– what would appeal to them? When you talk to your subscribers as if they’re human beings, not sales leads, chances are they will be much more likely to respond favorably when you contact them again in the future. They will love it because it’s a personal touch and not

Is it part of your current drip campaign (if not, why not?)

Lead generation email can be sent as part of a lead nurturing campaign. It is the first contact with lead after they have opted in for lead magnet offer. A lead nurturing program should be created to maintain lead engagement.

● Lead generation email can also be your lead gen form on top of blog posts or content upgrade box at the end of posts

You might want to ask yourself, “What type of emails would my potential clients open?”

● Research lead generation email subject line and content ideas from your lead magnet or lead gen form, and use those as inspiration for lead nurturing emails

What is the purpose of lead generation email?

Your lead generation email should also contain a call to action (CTA) asking subscribers to take the next step by opting in for lead magnet offer. They can opt in through lead gen form on site, landing page or blog post, so they will receive another series of emails containing valuable content related to content upgrade. Lead nurturing campaigns will help them feel valued as customers before you ever have to ask for their business.

Lead Gen Email Should Contain:

Be sure that you are providing valuable information that demonstrates how

● Sending lead generation emails to subscribers who are not interested in what you are offering, i.e., you are trying hard to sell them something that they are not interested in, will only annoy them and this directly affects your unsubscribe rate. Your goal is to keep it super relevant

What kind of opens and clicks do you usually expect from lead generation emails?

How long should lead gen emails usually run for?

● Open rates of lead generation emails are usually lower than the general email marketing campaigns; however, lead generation email open rate is generally higher than lead nurturing campaigns.

● If you want lead gen emails to run longer than 3-4 messages, it means that the lead magnet offer is not good enough for customers.

You might also want to consider some lead management tools like Mailchimp or Aweber if you find yourself sending out multiple lead gen messages every day. That’s because it can get quite time-consuming having to create and send each message manually.

When sending lead gen offers make sure to use an ESP (email service provider) with good deliverability and open rates. Also, use one that has a simple HTML template builder so you

 

THE BEST WAY TO BUY EMAIL LEADS FOR YOUR GROWING BUSINESS

Approximately 94% of businesses use lead generation strategies. Out of all lead generation strategies, lead nurturing is the most effective way to get potential customers to know who you are and what your business can do for them. As over 60 percent people abandon their shopping carts every day, it’s very important that merchants have a lead management system in place that can lessen the drop-off rate through lead nurturing programs. Since email marketing has proven to be one of the best lead generation methods, you might want to check out some useful tips below about growing your business using this strategy.

B2B email marketing

Email marketing turns 23 this year! Alongside being one of the older online channels for B2B marketing, it’s also the third most trusted source of information for B2B buyers. However with constant advancements in technologies and the B2B buyer’s inclinations ever shifting, nailing down a solid strategy for your email marketing channel can prove challenging. So let’s look at a strategic approach that works; some organizations see their email marketing provide business leads that account for 58% of all revenue, here’s how they do it!

Email marketing turns 23 this year! Alongside being one of the older online channels for B2B marketing, it’s also the third most trusted source of information for B2B buyers. However with constant advancements in technologies and the B2B buyer’s inclinations ever shifting, nailing down a solid strategy for your email marketing channel can prove challenging. So let’s look at a strategic approach that works; some organizations see their email marketing provide business leads that account for 58% of all revenue, here’s how they do it!

Step 1: Know Your Audience

Make sure you know who your audience is so you can personalize email campaigns and maximize email potential. This means a detailed buyer persona for email campaigns across email, social media and display advertising.

Step 2: Get More Personal with Lead Nurturing

Lead nurturing is a strategy to have conversations with prospects over time to build the relationship before making the sale. This follows email marketing best practices like segmentation (knowing your audience) and offers relevant, personalized content at each stage of the buyer’s journey. For many B2B marketers email remains one of the most viewable channels because email has direct access to their audiences’ inboxes. Lead nurture emails should be sent out frequently but not so frequently that your email goes unnoticed by recipients; it can be up to once per week until you start gathering responses (or sales!). If things are slow, try emailing your leads twice or even three times per week.

Step 3: Use Personalized Content (and be Remarkable)

It’s easier than ever to create personalized email campaigns that have a high open-rate and get people’s attention. These email campaigns should highlight the value of your product while being relevant, personal, and easy to understand for recipients. Don’t just send a standard email template because email is about one-to-one communication! Only using email marketing when you have something to sell can reduce its effectiveness so keep it interesting with email newsletters about industry news from around the web, new office happenings, office events, whitepapers, or blog posts on recent research studies on your topic of expertise. Thought leadership email marketing is a great way to get email recipients interested and engaged with your email content and it doesn’t always have to be product-focused.

Step 4: Use Social Media and Display Ads

Social media and display advertising are both additional email marketing touchpoints that can engage audiences or prospects, so incorporating them into an email strategy will increase email open rates, click-throughs, and conversions. Here on ECM we like how Hubspot uses social media for email marketing; they add their email footer to all of their social posts which sends people back to their blog post or landing page where more email communications take place (and samples of the products they offer).

The benefits of email marketing lead generation are numerous.

Costs are kept to a minimum. Even after accounting for the costs of maintaining personalized datasets and automation technologies, email marketing continues to be a reasonably inexpensive method when compared to other digital marketing techniques such as social media marketing.

Content creation is essential. Newsletters, which are closely related to the preceding point, are an excellent method for making the most of and recycling your already existing material through content curation strategies, such as delivering each user a customized selection of articles and videos based on their preferences.

A high level of personalization. With email marketing lead generation, we can learn the ins and outs of each user’s activity and tailor our approach to suit their specific needs and preferences. It is a one-of-a-kind, straightforward, and highly personalized tool.

The delivery is guaranteed. Because of the nature of platforms such as social media marketing, you have no control over who sees your messaging. Instead, you can be certain that your message will be viewed by your target audience since you use email marketing to communicate with them directly. Your delivery rate can be extremely close to 100 percent if you maintain a strong and regular database cleaning program.

It’s simple to calculate. With the use of tools such as opening and click ratios, evaluating the success of your email marketing campaign and comparing outcomes over time has become much simpler than before. Additionally, there are various benchmarks for this technique, which are split by countries and industries, which makes setting your goals even easier.

Synergy with other tools is important. If you are already using email marketing to generate leads, lead generation is an excellent addition to your plan, which you can utilize to boost and enhance the influence of your other promotional activities. In the case study that follows, I’ll show you exactly how we went about it in real life.

How Do You Get Email Leads For Email Marketing?

Email marketing is an efficient way to reach out to your target audience. It’s also one of the most cost-effective ways to promote your business.

And email leads are the people who give you permission to email them. If you want email marketing campaigns that will yield huge ROIs, then you need a healthy list of email leads.

     1.) Create an email marketing campaign that delivers value:

Your email marketing campaign needs the right touch in order for it to be successful. Keep in mind that email leads won’t give their email address just because you asked them; they expect something in return, such as valuable content and offers.

     2.) Use popups, slide-ins, and welcome mats:

Online users often ignore email opt-in forms. Popups, slide-ins, and welcome mats are great ways to get email leads because they’re guaranteed views. When these tools appear on a website, there’s a high chance that the viewer will click on it. If you use these tools in your email marketing campaign, make sure to give a great offer or useful content in return for email addresses.

     3.) Always email your email lists:

Don’t let the email list you’ve worked so hard to build sit idly around gathering dust! Email them offers and updates often so that they know what you have to offer is valuable enough for them to get on your email list. Keep in mind that over 70% of email leads are not opening your email messages. It’s important to email them offers that are valuable enough for them to open your email message.

     4.) Make email leads a priority:

If email marketing is one of the most cost-effective tools, then it only makes sense that you should prioritize email leads over other forms of lead generation.

In this article, we’ll tell you how to get free leads online. We’ve compiled a list of 15 websites that will provide you with email addresses. You may be wondering what email address means, and the answer is simple: email marketing companies sell email lists for money, but people who create email lists using these websites give away their email addresses for free.

Usually, they do so in exchange for something else – usually any website owner has to sign up for a service or fill out a detailed form about themselves. That way, email marketers can send targeted offers because they know which types of businesses have signed up from their site.

In other words, if you want to grow your business, you’ll need leads, and there are no better leads than free leads. That’s why we’ve compiled the best tools that will allow you to get a certain amount of email addresses for free.

We’ll tell you how to use them, we’ll highlight their pros and cons, and mention if they have any monetary limitations. That way, you’ll get to know which ones to use, and you won’t run out of places to find email lists online.

1) Acumium

Acumium is an email validation service that lets website owners check email lists before they start sending emails. You can input up to 1,000 email addresses at a time and Acumium will check email for you.

The pros of using Acumium

– email verification from Google, Hotmail, Yahoo

– email list segmentation by domain name or keywords

– email list exporting options: PDFs and MS Excel spreadsheets.

The cons of using Acumium  – they don’t provide free email lists. You have to pay to get access to email lists you can email out with. However, it’s a great tool for finding valid email addresses in bulk. Plus, you can also use it to double check your email lists before sending any emails out. The company does not charge a one time fee to use its email checker, but you can opt to pay $4.95 for every email address checked.

2) Blackmail

Blackmail is an email verification service that lets you sign up and validate email lists without providing any personal details – not even a website name! You only have to provide your email address and a captcha code, then the system will send you a link with a unique validation token via email. Once you click it, the system will show email list results within seconds.

The pros of using Black Mail

– email verification from Google, Hotmail, Yahoo

– email list segmentation by domain name or keywords

– super easy to use – input email address and captcha code only!

– email list exporting options: CSV and TXT

The cons of using Blackmail

– email lists aren’t free – email providers charge a fee to email out. They also offer their email lists for sale on their website, if you want to buy them instead.

3) BriteVerify

BriteVerify is an email verification service that provides email lists in bulk and lets you sign up and validate email lists without providing any personal details at all. Just enter your email address and captcha code and the system will send you a link with a unique validation token via email within seconds. Once you click it, the system will show email list results within seconds. No additional info is required! The company does not charge a one-time fee to use its email checker, but you can opt to pay $1.00 for every email address checked.

The pros of using BriteVerify

– email verification from Google, Hotmail, Yahoo

– email list segmentation by domain name or keywords

– email lists are free!

– email list exporting options: Excel spreadsheets only. There are no other exporting options available for individual email addresses right now. However, the company does provide bulk email lists in different formats you can choose from. We believe it’s an excellent choice if you want to get email lists in bulk without having to pay for them! The cons of using BriteVerify – Email providers charge a fee to email out.

4) Clearbit Connect

Clearbit Connect is email verification service that filters email lists based on different criteria, including keyword, domain name or email address type (i.e. Gmail). It also provides email list segmentation by email providers, which you can use if you want to send emails only to Gmail users for example. The email validation feature is free with most plans and it takes up to 24 hours for email lists results to show up in the system. Plus, they don’t charge any fees for using email validation tools or email filtering tools at all! You can also opt into their free plan and limit your usage of these features so you won’t have any monthly charges.

 

Summary  – Email Marketing Best Practices for Lead Generation

Known as lead generation, it is a fundamental marketing term that refers to the process of gathering vital information about prospective consumers in order to create connections with them and build enough trust to ultimately result in a sale.

When it comes to email marketing, the concept isn’t all that different, however, the strategies used to create leads and expand email lists aren’t quite as straightforward as the old “calling card in a fishbowl” strategy of traditional advertising.

  • Some specific activities that you may put in place to generate email leads are as follows:
  • Keep a close eye on your competitors.
  • Use exit-intent boxes and other navigational elements on your website to encourage visitors to leave.
  • Send email drip campaigns to your subscribers.
  • Offer lead magnets with gated content behind them to entice people to sign up.
  • Create a schedule for sending emails that is automated.
  • Encourage your subscribers to forward and share your emails with their friends.
  • Consider implementing a referral scheme.
  • Hold contests or giveaways with prizes that are relevant to the audience.
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