Is email marketing still the leader? If you’re looking outside of email for a powerful lead generation tool, then you might be looking for a long time. Consequently, you can be inundated with emails across multiple email accounts. That is true because effective email marketing works.
Email is even better today and a heavily mobile consumer base has now opened up through smartphone email. Those consumers are still opening and reading emails. Because consumers love convenience and they feel the pull to “stay connected,” emails continue to be opened and read. In addition, email is low cost marketing. It easily integrates with other marketing strategies. It also is one of the best ways to optimize your marketing return on investment.
7 Steps for More Effective Lead Generation
STEP 1: Write Concise Attention-Grabbing Subject Lines
First of all, write subject lines that inspire people to open and read your emails. You have one shot to give a succinct summary that creates a sense of urgency. Take the most important aspect of your email content and rev it up! Arouse the curiosity of your readers by showing a strong and clear benefit to reading your email. Here’s a great resource that can help you write that get better response.
STEP 2: Step Up Your Brand Game
Does your email list say “Oh, it’s that YOUR BRAND email!” when your emails show up in their inbox? Whatever your brand, it needs to be easily recognizable in your emails. Use an email template with your brand elements. One that leaves no question who the email is from. Most of all, remember not to overload your email with multiple images and links. Those can get you into the spam box.
STEP 3: Personalize the Message, Not Just the Delivery
Hello David! Email personalization is great when done right, and at an intellectual level, we know it’s the database sending out that email, but we all still like to see our name in print. Take a moment and consider how you can upgrade your personalization skills and use segmenting technology in your email applications. By doing this you’re able to personalize the messages you are sending. New subscribers and 10-year anniversary customers are very different customers. They should be receiving very different messaging from your company and at different levels of frequency. Generate more leads by making the message matter to the receiver.
A great email platform can really help you automate much of your email marketing. You can add tags to leads, assign categories and determine who should get what message. As a result, a business with an email list of any size can benefit tremendously from automation. If you’d like, you can check out the system we use and run a test drive for only a buck. Here is our affordable email marketing platform.
STEP 4: Prioritize Your Calls-to-Action (CTAs)
When presented with an informative and helpful email without a call to action, guess what people do? NOTHING. They don’t know what to do next because you didn’t tell them. You’re the authority, right? That is why they read your emails. A clear, bold, single-focus call to actions tells your readers what to do next. Here’s some examples how you can do that:
- Only 2 days left
- Closing soon
- Today only
- Last chance
- Offer ends on date
- Free Online Presence Analysis!
- Exclusive access
- Limited spots
- Request an invitation
- Subscribers only
Engage on a personal level:
- Contact me
- Set up a consultation
STEP 5: Boldly Show the Benefits and Value to the Reader
Be extremely clear and proud of the benefits you are offering in your emails. Your calls-to-action should lead to an action that will be of great value to your email list. They should not be left guessing what that value is. If you tell them, “Click here to get my new book!” then they should know how that action, that one click, is going to make their lives better.
STEP 6: Create More Dynamic Emails with Images and Social Share Buttons (But be cautious)
Social share buttons are free and locating images relevant to your content can be free (or relatively inexpensive if you want something fancy) and both can do a lot for your emails. Besides making your emails more visually appealing, they serve to break big blocks of texts that readers are hesitant to dive into. A good image can tell a 500-word story in a glance. Look for images that tell your story and engage readers.
Furthermore, you should give those readers an opportunity to engage your business further. You can make it easy with a simple one-click action to connect with you on your social media accounts. As a result, this will quickly create deeper relationships with your consumers. Why not take a moment right now and share this content with your audience? There are social buttons on this page where you can do just that.
However, be warned: Do not use multiple images, headers, multiple links and too much formatting in emails to cold lists or email recipients who haven’t engaged with your content. If you send an image and link laden email, you’re asking for the “Promotions” tab in Gmail at best and the Spam box at worst. Here’s an article on avoiding the promotions tab on Aweber with my good friend and email delivery expert, Chris Lang.
STEP 7: Don’t Skip the Cross-Sell or Upgrades
How much would you pay to advertise your product or services on a major national brand’s promotional email? I’m sure you’d agree that you’d have to pay a pretty penny! Your email list may not be in the millions or even thousands, but the ad space is free. You can grow your list with cross promotions from non-competing brands while still delivering value to your email subscribers.
Email is NOT Dead & Email Marketing Still Works
When you consider the hundreds of billions of emails sent each day, it’s amazing. Yet, email continues to be a strong marketing channel for lead generation and sales. With that volume, it’s crucial that your email stands out and should provide value to build the trust needed to turn email readers into leads. When you demonstrate an understanding of your customer’s and prospect’s situations, you show you are interested in building a relationship. In addition, a relationship that is beneficial to them is the straight and narrow path towards generating quality leads.
Here’s the awesome resource called Boomerang which allows you to have emails returned when your recipients don’t open your email or respond. They also have an email grader that automatically shows you how strong of an email you have written and its chances of getting a response.
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