In the world of digital marketing, email marketing for lead generation is an invaluable tool. Email is the third most popular promotion channel after a business’s website and blog, with 69% of marketers disseminating content through it. And it’s a cost-effective, highly-targeted strategy for expanding a business’s customer base and boosting revenue.
Incorporating email marketing into your digital marketing strategy has numerous benefits. This includes improved lead conversion rates, increased visibility, and relationship-building with prospective customers. To reap these benefits, you must first build your email list organically. Use an enticing opt-in offer alongside an opt-in form to encourage users to share their contact information. From there, nurture leads by crafting engaging email content.
So, are you ready to elevate your email marketing game and take your lead generation efforts to new heights? In this post, we’ll explore the dynamic realm of email marketing for lead generation.
Table of Contents
What Is Email Lead Generation?
Email lead generation entails collecting information from leads through an opt-in form. The form typically gathers their name and email address, which is stored in an email marketing database like HubSpot.
Generating email leads is about more than gathering potential customers’ data. It’s also about nurturing relationships with leads.
This means potential customers will become more than ‘seat fillers’ in a database. Instead, you’ll send them content regularly to convert them into paying customers.
That’s where an email marketing for lead generation strategy comes into play. It entails fleshing out the content you’ll send customers, ensuring it’s relevant and captivating.
With an effective strategy in place, your email marketing efforts will be more targeted. And you’ll have an idea of how to grow your customer base and generate more sales.
The Benefits of Email Marketing for Lead Generation
Email marketing is crucial for businesses that want to thrive in a noisy world. But is it worth investing time and effort into email lead generation?
Well, it is. Email marketing offers the perfect opportunity for targeted and personalized communication with customers and leads.
That, in turn, increases the likelihood of conversion. Therefore, it differs from social media marketing, which is about building a community around your brand.
According to HubSpot’s 2023 State of Marketing Report, 77% of marketers have observed an increase in email engagement. Plus, there are 4 billion daily email users worldwide. And that’s projected to increase to 4.7 billion by 2026. Therefore, there’s no better time than now to jump onto the email marketing for lead generation bandwagon.
Besides rolling out the red carpet for targeted and personalized communication, email marketing can also improve lead conversion rates. This is because you can nurture leads, building trust and guiding them along the sales funnel.
As a result, you can build relationships with customers. Ultimately, that leads to more conversions.
Email marketing for lead generation also improves brand visibility. Unlike PPC and social media ads, email content doesn’t vanish once a budget is exceeded or the campaign ends.
Additionally, promoting your brand through email content enables you to keep your leads up to date consistently. You can inform them about new products, services, resources, and company growth. Moreover, you can go a step further and share educational content to establish your brand as a thought leader in your industry.
Building Your Email List
The days of buying email leads, importing them into your CRM, and engaging in unsolicited cold email lead generation are long gone. After all, legislation like CAN-SPAM and email filtering advancements prevent such tactics.
So, if you go that route, your ISP could be blocked, stopping you from sending emails. That’s why there are organic ways to build your email list, which include creating lead magnets and optimizing website and landing pages.
Creating Lead Magnets
Lead magnets are designed to appeal to potential customers. The aim is to encourage them to share their contact information in exchange for something valuable. Therefore, an opt-in form and its attached offer should be relevant and useful to your target audience.
The incentive should address a specific pain point or problem potential customers are experiencing. As a result, when creating lead magnets, tailor them based on what your target audience would find valuable.
Another way to think about lead magnets is to consider what potential customers want to know when they first visit your website. That way, you can choose any one of the following opt-in offers that’s relevant to them:
- Ebooks or whitepapers
- Free consultations
- Resources lists
Say, for instance, you own a fitness and wellness center, and you want to attract potential clients interested in developing a healthier lifestyle. In this case, you could create a lead magnet with a guide that helps leads start their fitness journey.
When creating lead magnet forms, it’s crucial that you avoid adding several fields. This is because asking visitors for too many details may lead to a decrease in sign-up conversions. Therefore, ask leads to provide the most vital information, such as their name and email address.
Also, consider offering a choice between simply downloading the asset or securing their spot in a webinar and receiving emails from you.
Optimizing Landing Pages
Every email campaign to generate leads begins with a landing page. That’s where prospective customers will learn about your business, services, or products and sign up for your email list.
As a result, you must optimize your landing pages for conversions. From the headline to the CTA buttons, you should design every element with your target audience in mind.
The headline should speak to your target audience’s pain point or problem. Then, add a sub-heading that proposes your solution.
In addition, the CTA button should tell a lead what action to take. Let’s use the example of the fitness and wellness center to illustrate this. Since the opt-in offer is a fitness guide, ‘Download the guide’ or ‘Get fit today’ would be suitable CTA button text. And you could even add images that let leads preview the download.
The most essential matter to nail on the head is communicating the value leads receive throughout the entire landing page.
Crafting Engaging Email Content
Once you have a lead’s contact information, it’s time to qualify them. This entails using email marketing techniques like cold email lead generation to move them down the sales funnel.
Email marketing for lead generation is partly about what you have to say. However, how you get your message across sets an engaging email apart from one that goes unread.
As a result, crafting email content that appeals to your target audience marries several elements to create a coherent message. From the subject line to the visual media in the email, you must pay close attention to every aspect.
Engaging emails have catchy subject lines. That’s the first thing a lead will see, and you’ll have seconds to grab their attention. Therefore, use these tips to write attention-grabbing subject lines that get your subscribers to open your emails:
- Make the recipient curious: Get your audience to click on your email by engaging their curiosity. Say, for example, you run a fitness and wellness center, and you’re promoting discounted services to generate leads. In that case, the subject line could be: [WEEKEND ONLY] Get fit and unlock incredible savings.
- Personalize the email: Adding the recipient’s name or location to the subject line can increase open rates. Sometimes, it works best for transactional emails like promotions, birthday deals, and post-purchase follow-ups.
- Add emojis sparingly: Sprinkle emojis in the subject line to add visual pizzazz. However, add no more than one. And instead of replacing a word with an emoji, use them to supplement phrases.
- Add an element of urgency: Adding ‘Limited time offer’ or ‘24-hour sale’ to the subject line can make it more urgent. This works best for promotional emails and when you want leads to take immediate action.
- Keep it short: A good subject line has no more than nine words and 60 characters. Anything longer may be cut off, especially for those reading your emails on mobile devices.
- Limit punctuation: Adding too many punctuation marks to the subject line can make your email look spammy. Therefore, use no more than three punctuation marks.
Including power words in your email subject lines is also vital. Those words invoke sharper emotions and influence our mental and emotional state more. Therefore, there’s a higher chance a lead will open your email. However, be wary of spam trigger words.
The body copy of your email is where you deliver on the promise in the subject line. As a result, alignment between those two elements of your email is crucial. Otherwise, you can lose the trust you’re trying to build.
When writing email body copy, use the power of storytelling. Since neural activity increases in the human brain when we hear stories, more marketers are succeeding with this method of conveying information.
Storytelling is especially compelling when it comes to email marketing for B2B lead generation. In fact, 81% of B2B marketers consider storytelling essential to email marketing success after audience relevance.
Now, telling a story doesn’t work with all types of emails. Therefore, it’s best to use that technique for the following:
- Welcome emails
- Lead nurturing emails
- Milestone emails
Let’s look at a lead generation email example for a fitness and wellness center. Suppose you’re promoting discounted services and created this subject line: [WEEKEND ONLY] Get fit and unlock incredible savings. In that case, your email body copy could read as follows:
[Company] is all about helping you achieve your fitness goals, and we believe it should not come at a premium. That’s why we’re bringing you an exciting offer that lets you get fit and unlock incredible savings at the same time!
We’re offering incredible discounts on our fitness and wellness services for a limited time. So you can transform your life without breaking the bank.
Here’s what you can enjoy:
- Personalized Fitness Plans
- Nutrition Guidance
- State-of-the-Art Facilities
- Group fitness classes
[CTA Button: ‘Claim Your Discount Now’]
Cheers to your health, happiness, and savings!
Visual Elements and Multimedia
Visuals, such as images, illustrations, and videos, are ideal for sprucing up your emails. They trump plain text, allowing you to grab your audience’s attention. And they result in higher open rates and click-through rates.
Moreover, visuals can boost engagement and retention rates. This is because they make the information more memorable and easier for leads to digest.
You can also use visual elements and multimedia to enhance email personalization. Perhaps you might add images or videos tailored to your audience. Or show them product images for items left in their basket or something that would complement their recent purchase.
When it comes to email marketing for lead generation, adding a personal touch doesn’t hurt. In fact, 80% of consumers are more likely to make a purchase if they receive a personalized email. Therefore, if you want to increase your chances of more leads opening your emails, incorporate personalization.
Furthermore, segmenting your audience can make creating personalized emails easier. For instance, suppose you group your audience by their interests. In that case, you can send emails about products or services that align with their interests instead of something generic.
The Call-to-Action (CTA) rounds off your email. Your leads are less likely to move along the sales funnel without it. Therefore, brainstorm creative ways to attract your audience’s attention and encourage them to act.
Effective CTAs combine urgency, mystery, and excitement. You should make it impossible for your leads to skate by the button without taking action. Now, this might seem like a lot to ask, but here are some tips for writing high-conversion CTAs:
- Use action-oriented copy: Since you want your audience to take action, include phrases like ‘Reserve Your Spot Today’ or ‘Claim Your Offer Now.’
- Create urgency and FOMO (Fear of missing out): Words like ‘now’ and ‘today’ create a sense of urgency. Therefore, you can create a CTA with phrases like ‘Try for Free Today’ or ‘Check Out Now.’ Also, tap into their FOMO by using terms such as ‘25% Off Today Only.’
- Short is best: A CTA is typically no more than three words. However, it’s possible to use up to five words, but no more, as it’ll be overly long.
- Be casual and fun: A CTA doesn’t have to be rigid or overly serious. Therefore, feel free to jazz it up. For example, instead of saying, ‘Join Today,’ you could say, ‘Count Me In!’
Analyzing Email Marketing Performance
Using email marketing for lead generation without reviewing what works and what doesn’t is like rooting around in the dark without a flashlight. Therefore, whether engaging in cold email lead generation or email marketing for B2B lead generation, analyze your efforts’ performance.
Key Performance Indicators (KPIs)
The most crucial email Key Performance Indicators (KPIs) to keep an eye on include the following:
- Open rate
- Click-through rate
- Bounce rate
- Conversion rate
83% of marketers review those metrics when analyzing their campaigns. Therefore, let’s take a closer look at each.
Open rates are among the best indicators of an effective email marketing strategy. It indicates the percentage of your audience that opens your emails.
According to Mailchimp, the average open rate for all industries is 21.33%. A high open rate typically shows that your subject lines grab your audience’s attention enough for them to tap your email.
However, a low open rate could indicate that you’re sending too many or too few campaigns. Or that your subject lines aren’t relevant or interesting enough.
Personalizing your email subject lines is the secret to achieving a high open rate. Alternatively, add a compelling email preheader to encourage readers to open the email.
A/B testing different versions of subject lines might also prove effective. As a result, switch up the tone, length, emojis, and CTA to see what gets you the best results.
Looking at your email campaigns’ click-through rate is also a great indicator of whether your efforts are paying off. This metric shows whether or not your leads found your email relevant enough to click through and discover more information.
Like the open rate, a high click-through rate means your audience finds your campaign content useful. In contrast, a low click-through rate could indicate your content isn’t relevant to your audience.
To ensure a high click-through rate, segment your subscribers. Grouping them will ensure they receive campaigns that are relevant to them.
Additionally, make sure your subject aligns with the email’s body content. Also, add more things for subscribers to click on with incentives. For example, resources and blog post links. And ensure you display your buttons and links prominently.
It’s also imperative that you do A/B testing to see what email content engages your audience most.
The conversion rate is the percentage of leads who take a goal action after reading your email. Say, for instance, you added a CTA button inviting your audience to claim a discounted deal. If they tap the button and purchase, they’re considered to have been converted.
This metric depends on several factors. That includes the type of email, company size, and geographical location.
Moreover, it’s crucial because it indicates the effectiveness of your email marketing efforts. And it depicts your return on investment.
Another metric to consistently analyze is the bounce rate. This is the percentage of emails that aren’t delivered to the recipient’s inbox.
There are two categories of bounces:
- Hard bounce: This occurs when you send an email to an incorrect, closed, or non-existent address. For example, if a subscriber enters firstname.lastname@example.org instead of email@example.com, it’ll result in a hard bounce.
- Soft bounce: This indicates a brief failure to deliver an email. It typically occurs when the recipient’s server has a temporary issue.
While the bounce rate doesn’t affect email performance, monitoring this metric is still necessary. If you get too many hard bounces, your sender reputation could dip and make you appear as a spammer to email service providers.
To ensure your bounce rate isn’t high, employ a double opt-in. This means when a lead gives you their email through the opt-in form, prompt them to verify it. That will guarantee that you have the correct email addresses in your database.
Also, chances are you’ll have subscribers who haven’t engaged for months. If they’re inactive for 30 or 60 days, they’re categorized as dormant subscribers. Instead of leaving them be, you could re-engage them with a series of win-back emails.
Optimizing Email Metrics with A/B Testing
A/B testing is a surefire way to find the perfect recipe for engaging email communications that users can’t resist. Therefore, employ this technique to enhance your campaigns and get the desired results.
Running an A/B test entails creating two versions of a single email. A percentage of your audience will receive one, and the remainder will receive the other. From there, you’ll analyze which email performs best.
You can run split tests on the different elements of an email. For instance, you can create two subject lines and see which draws more leads. However, only test one aspect at a time to know which variable produces the best results.
You can build authentic connections with your audience by mastering email marketing for lead generation. And this can lead to improved lead conversion rates, more visibility, and increased business revenue.
Creating a lead magnet on your website or landing page to capture visitors’ contact information is the inception point for email marketing. This will enable you to capture leads’ email addresses ethically. You can also use an email leads generator like HubSpot to make the process seamless.
Once you have an email list, it’s time to nurture your leads. Craft engaging email campaigns by focusing on critical elements such as the subject line, body copy, and CTA. Adding a personal touch like the recipient’s name and visuals can also go a long way in converting leads.
With all this in mind, remember to analyze your email campaigns’ performance. Look at the open, click-through, conversion, and bounce rates. And use A/B testing to optimize your emails for success.