First Define Lead
When we talk about generating leads with email marketing it’s important that we first define a lead. Is a lead someone who fills out a form on our website, someone who downloads our e-book, or maybe someone who attends a company-sponsored webinar?
Typically as business-to-business marketers, this is how we define leads. However, the hard truth is the person who downloaded your ebook might have solely been interested in its contents. That individual may or may not have any real interest in your category of product or service.
As a marketer, our job is to take that person fledgling curiosity and nurture it over time until it evolves into full-blown product interest. The way to accomplish this at scale is through email marketing.
Nurturing = Lead Nurturing + Customer Nurturing
Nurture leads with Email Marketing Automation Tools
Marketing automation software allows marketers to build out email marketing tracks from within the software. A marketing track is a collection of emails delivered over time for a specific type of buyer, or a distinct area of interest (Email Marketing Service in India).
As the marketer you’re able to create and schedule these email in advance, allowing you to more efficiently craft cohesive communication that will be highly valuable to your audience. Then once your marketing tracks have been developed you can quickly and easily place people into these correspondence streams either manually or based on user behavior triggers.
This consistent and highly relevant email communication (Email Marketing Service in India) helps you build credibility and trust with leads. Additionally, it keeps your brand top-of-mind for when decision-makers are ready to select a solution.
Design email for lead generation
The subject line is how leads determine if they are going to read your email. So spend time on thinking about ways you can improve your subject line. Some ideas are: create subject lines that clearly address your leads business problems, personalize subject lines, and make subject lines actionable like: “attend our webinar” or “download our latest ebook”.
Leads and prospects bombarded with massive amounts of email every day. So keep your email concise and engaging.
As marketers we want our readers to be sharing our content with their network and the best way to facilitate this is by incorporating social media sharing links into your emails. Additionally, each recipient of the email will have their own favorite social network so give them options to share on Google+, Facebook, Twitter, or Linkedin.
To effectively move leads further into the sales funnel you need to educate them on your product or service. The way to educate them is to have them consume your content: whether that content is: ebooks, webinars, case studies, slideshares or videos. So in your email, you need to effectively advertise your CTA (Email Marketing Service in India). Use action words like attend, download, register, read, and try now. Give them the next step to take after reading your email, like registering for an upcoming webinar.