Like it or not, email has become one of the most widely used methods of communication. In fact, research has shown that 91% of consumers use their email at least once per day. This is why one of the most useful pieces of customer information a company can have is an email address.
Finding potential customers through email lead generation doesn’t have to be difficult. Depending on your company, each lead will be different. A lead for one company may come from filling out a web form, where another company would qualify a lead as someone who attended a monthly seminar.
When a potential customer provides your company with their email address, they are expressing their interest in what your company offers. It’s up to you to keep them interested, and do your best to convert them to a sale, following the three steps below.
Step 1: Generate
To generate leads is to incite interest in your product or service. Your duty is to take that curiosity and develop it over time to convert into revenue for your company. Email lead generation is successful when a customer fills out their email address somewhere on your website. But how do you get your potential customer to this point?
Active subscription methods and incentives are the best ways to generate email leads. Passive subscription is that little “Subscribe Here” button in your website’s footer. Active subscription, on the other hand, is usually a popup on the page the user is viewing. Users are most likely to enter their email address in exchange for something useful, like an ebook or other resource. Make sure your website copy and call to action is relevant for the potential customer you’re targeting.
Step 2: Automate
Once you have an email address, don’t celebrate just yet. The best way to nurture these new leads is with marketing automation. There are many programs out there that allow you to send scheduled emails to different subscriber groups or different areas of interest. You can create and schedule many email templates ahead of time, set to deliver at the intervals that most make sense to your business. So, choose your marketing software and get scheduling! Consistent emails are most likely to turn leads into conversions, by building authenticity for your brand and keeping it at the top of consumers’ minds.
Step 3: Communicate
So, you’ve got an email address and you’ve got your marketing emails planned and scheduled. The last step to successful email lead generation is to communicate with your leads. Make sure to include an actionable subject line, keep it brief, show images wherever possible, integrate with your social channels, and use an eye-catching call-to-action.
With these three steps, your strategy for email lead generation just got easier. You don’t need to spend hours devising the perfect subject line or analyzing heaps of data. Keep your focus on the wants and needs of the customer, and you can’t go wrong.