A staggering 53% of marketers have identified email as the most effective channel for lead generation. Consequently, companies that adhere to best practices in email marketing experience a 50% lift in sales while reducing costs by 33%. Given these statistics, it becomes imperative to recognize the importance of executing email lead generation efforts with precision. That’s why we’re sharing 6 essential components that will pave the way for a return on investment.
#1: Type of Email Campaign
There are two types of lead generation emails to consider; inbound and outbound. Inbound takes your current database and offers them a valuable asset to download. Outbound takes an email list that fits your target audience profile and sends them a cold email. Outbound email contacts usually come in the form of a purchased list. Regardless of the type of campaign, the elements below apply to both.
Key Takeaway: Whether using a purchased list or your own database, the below email strategies will put you on the path to success.
#2: Database List and Segmentation
First things first when it comes to lead generation email campaigns is your database. It is important to have a deep understanding of the contacts within your database. Segmentation is a tactic that can help with this. Separating contacts into lists or tagging them based on their demographics, firmographics or other characteristics can be beneficial. For example, separating contacts based on industry helps when you want to send an email to contacts within a specific industry. Segmentation also guides what content to offer when putting together email campaigns.
Key Takeaway: Segmentation helps divide contacts based on specific characteristics and guides content selection for email campaigns.
#3: Content and Email Copy
Now it is time to think about content offerings and email copy. With the characteristics in mind of the list you are emailing, what asset makes the most sense to offer them? Is it an eBook on a trending industry topic? Is it a blog series covering recent challenges they might be experiencing? Think about the topic, asset type and delivery. Ensure the asset is accessible via a download link or landing page on your website.
When it comes to crafting email copy, consider these tips to obtain high engagement:
- Use one call-to-action and focus on the content offering
- Hyperlink the asset or use a button for easy access
- Keep the email copy short and simple
- Incorporate bullet points for key takeaways. Many people skim emails and bullet points stand out and provide clarity
- Ensure the template is mobile-friendly
Key Takeaway: Use content that connects with your audience. Keep the email copy simple but touch on what the audience will learn if they engage with the content.
#4: Make a Statement with Your Subject Line
The subject line of your email is like a first impression, and it’s essential to make a positive impression when you have a contact’s attention. Think about the last email you opened. What was it that made you open it? The subject line likely caught your eye and made you act. The goal here is lead generation, but before the contact becomes a customer, the email subject line must encourage the first engagement. Some things that make a subject line stand out include:
- Timeliness or a sense of urgency, such as the phrase “today only”
- Personalization elements such as “George, this email is just for you.”
- Using brackets to sum up what the content is about such as “[Get Lead Gen Strategies Now] Check Out this Blog”
Keep in mind that audiences differ from each other, so what works for one may not work for another. That is where the next piece of our puzzle comes into play.
Key Takeaway: Install different subject line tactics to stand out in your audience’s inbox to encourage engagement.
#5: Test Different Email Variables to Optimize Performance
It’s important to know what’s resonating with your audience to generate leads from your emails. Email testing is a widely recognized approach within the realm of B2B marketing, yet it is often underutilized or inadequately implemented. Here are a few B2B email testing tips to help you generate more leads.
- Test subject line formatting to see which type obtains the highest open rates
- Change up the “from” name to see if sending from an account manager or your company name generates higher engagement
- Experiment with colors of buttons, text and other links within the email to see if there is a preference
- Mix up the format design to see if certain layouts are more engaging to viewers
- Incorporate different post-click options, such as a landing page or asset link to gauge the level of audience engagement and assess their response
Key Takeaway: Test different email variables to understand what resonates most with your audience.
#6: Lead Follow-Up Strategy
Generating leads is an ongoing process, so having a follow-up strategy is critical. This strategy should include a range of follow-up steps tailored to various lead activities or even lead scores. For instance, if a lead exhibits interest by clicking on asset links across three different emails, it presents an opportunity to proactively offer related resources. If a lead requests a quote or demo from a link in your email, a sales team member should reach out to schedule a meeting and initiate further discussions. These examples merely scratch the surface of effective follow-up techniques.
By devising a well-rounded plan encompassing different lead actions resulting from your email campaigns, your organization can ensure a lasting impression and keep the momentum of your lead generation efforts progressing forward.
Key Takeaway: Have a plan for follow-up efforts based on specific lead actions.
Get Started on Generating Leads from Your Email Marketing
Now that you have all the pieces to the puzzle of email lead generation, it is time to implement them. If you’re looking for B2B marketing expertise to help get you started on lead generation, contact us today or request a free marketing consultation!