Developing effective lead generation strategies should be a goal of any marketer. Luckily, technology has made it easier than ever to reach potential customers. Email lead generation is particularly effective because it corresponds to customer preferences. Surveys indicate that most people still respond to email marketing; this is even true of Millennials.
That said, you need to make sure you’re offering something valuable to a potential lead if you want to capture their attention. The following lead generation ideas will help you craft emails that deliver a strong return on investment. Keep them in mind when planning your next campaign.
Offer a Quality Product for Free
Although it may seem counterintuitive to offer a valuable product at no cost, doing so is a smart way to grow your customer base. When someone signs up for your email list, reward them with a product that demonstrates your brand’s strengths.
The nature of the product or service you offer will vary depending on the nature of your business. For instance, if you’re launching a B2B lead generation campaign for a consulting firm, new email list subscribers can receive an ebook filled with useful information. On the other hand, if you’re marketing an apparel company geared towards younger customers, you might want to offer the choice of a free garment from a range of selections.
Your main goal from this email lead generation strategy should be to offer a high-quality product or service. Doing so makes a good first impression on leads and let’s them know your other products and services are worth paying for.
Host an Event to Generate Leads and Announce Over Email
If recent trends are any indication, your potential customers don’t like being advertised to. This is becoming particularly common among younger internet users.
You can still make a good impression as a marketer with a lead generation strategy that offers your email subscribers free or discounted entrance to a branded event. Experiential marketing is a customer-friendly alternative to traditional marketing tactics because it offers the participant genuine value.
Their exposure to your brand at the event itself won’t feel like advertising if the event is enjoyable for other reasons. Additionally, guests at experiential marketing events often share pictures of it on social media, doing some of your marketing for you.
Just make sure you segment your email list when running this type of lead generation campaign. You want to be certain only customers who could realistically attend the event receive an email promoting it. Segmenting your list also boosts your open rates.
Optimize Your Landing Page
Your end goal from email lead generation is likely to convince email subscribers to take some form of action. That may be making a purchase, requesting a service, or taking any other action that indicates a successful lead generation strategy.
Your emails should take the customer on a journey to that point, explaining why you’re equipped to solve a particular problem. However, they’ll likely reach a landing page via your email before being able to actually take the desired action.
This landing page is the final step in convincing a potential lead to become a customer. Thus, it needs to thoroughly (but simply) explain why they need what you have to offer. It should also complement your email lead generation strategy. Think of a landing page as a summary of all the benefits they’ll enjoy if they make that purchase or sign up for that service.
Experiment with lead generation email and track key metrics like open rate and conversions to determine which tactics work best for your goals. By applying these lead generation ideas and adhering to best practices, you’ll achieve the results you’re after.