As technology has advanced, with more and more tools at the disposal of businesses, marketing has undergone innovation constantly. Having said that, Email marketing, though considered to be the simplest of all marketing methodologies, is still one of the most effective one. Customers are still familiar and to say, more comfortable with receiving newsletters on their email. However, gone are the days when, marketers used to purchase a whole list of email addresses and upload it into their CRM to send out an email blast. Now with regulations in place by CAN-SPAM and email filtering techniques in place, this method can land you in trouble with your IP address getting blocked and complete prohibition of sending out any email.
Research states that the average return on investment for every $1 spent on Email Marketing is $44.25
When we say producing business, there are various definitions to it. From a sales representative point of view, business means getting in the purchase order and ensuring that the customer signs the agreement and makes the purchase. However, from a marketer point of view getting business is all about getting the right Lead who will then eventually become a customer.
One of the most crucial elements about lead generation through email marketing is to define a lead. This definition could change from business to business. Some businesses might have a lead as someone who has filled an online form, some may have the definition of download of an e-book by an individual or a company. The definition changes across businesses, but the fact is that marketers have to ensure that they have a clear definition which is a possible interest in their product or services. This is the real task of a marketer. They need to capture the curiosity, engage with the lead constantly till your lead gets converted into a customer who gives business. Here are certain aspects that you can ensure to get you the lead that can eventually convert into customer
Subject Line
It is highly critical to have the right subject line for your email. It should not be too lengthy and no too short. An ideal subject line will be around 6 to 10 words, which will be more personalized to the target audience. The end objective is to get a sale, so the subject line should be created and directed keeping in mind the objective.
Short & Sweet Message
Marketers should focus on getting the message across to the audience in the shortest and sweetest possible manner. Too lengthy email won’t go well with the audience and you might not get the right lead. The objective is to ensure that the recipient of the email takes an action after reading the email.
Responsive Design
Today, if you are not on mobile you are missing out on a large audience. Hence, it is imperative to have your email marketing designed to suit all devices including mobile. Majority of your audience will be on smart phones and checking their emails there. Hence, create an HTML based responsive design to your email to target these audiences.
Call To Action
An email without a call to action is of no purpose. Ensure you have the right call to action in your email – whether you want the reader to call you, email you or fill out a form and download an e-book or may be just visit the website. Have it defined clearly in your email
Value Proposition
Sending your email with the right value proposition will get you the right set of leads. They will be able to relate their problem statement with the value that you are offering, thereby compelling them to take some action.
Relevance to be amplified
Reaching the right audience at the right time is very critical for a successful email marketing campaign; that is one of the ways you can track the visitors and also target them at specific times looking into their pattern. Personalized message at the right time, will work wonders for you and you are bound to get the right leads.
Easy Sign Up
Trying to ask for too many personal information will create a negative impact. Hence, create a mechanism where they are directed to a landing page, through the call to action button and capture the details, giving ease of comfort to the visitors.
Build The Funnel
Once the lead is generated, the job is not done yet. Marketers need to constantly keep the lead engaged and never let them out of your sight. This way you always make sure the lead moves forward in your sales funnel.
Always Measure
Always measure the results and try to improve upon by optimizing your email campaigns and testing across various parameters like design, content, and personalization.
Don’t SPAM
Don’t load your audience email inbox with a whole lot of emails. You will irate the visitor and there is a high possibility that he will mark all your emails as SPAM. Once you send out the first email, the subsequent emails should be one directed to the subscribed users or readers. If they have opted out of receiving emails, do not send them any further communication. A simple example, if someone subscribes then a welcome email should go to immediately. The welcome email should indicate what the visitors can expect in future communications. The more you focus on relevant content in your email marketing, the more leads you will generate.
Hence, even though email marketing is considered to be old school methodology, it is still a very effective technique which is still implemented by companies to generate leads and move them through the sales funnel. Taking care of the above mentioned points will really help you to generate the right kind of email which will yield the right kind of leads.
Related : Download Free Whitepaper on Transactional Email And Triggered Email
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