6 Essential Ways to Increase Quality Leads via Email Campaigns

Author: Mike Connolly

As marketers, our sole goal is to generate quality leads through all our marketing efforts.  We end up spending too much time on getting many things right at a time. However, in the past few years email campaigns as a lead generating tool has fascinated marketers through its potential to connect, convert and keep the conversation going. While email marketing has been in use for quite some time now, these are few essential ways to drive more quality leads.

Keep the conversation simple

Just because someone shared their details to download free digital stuff from you, doesn’t mean you should bombard them with all your communication. Keep the conversation simple until you start understanding their preferences. It could be a chance that someone downloaded your whitepaper as part of some research and all they are interested is in the content and not any of your services/products. Do not ask for too much information from them; instead develop their persona based on their interactions with your communication.

Segment your audience

Once you have interacted with your audience a few times, there is a chunk of behavioral data you have gathered. Personalize your email campaigns based on the insights derived out of this demographic and behavioral data. Segmenting your audience as early as possible is the key to kick-start your nurturing program.

Additional Read: Learn About the Five Most Common Types of Customer Segmentation

Focus on dormant lists

Marketers often focus and heavily invest on generating new leads. While this strategy is important for businesses to thrive, ignoring the dormant leads could be a costly damage. Macy’s, a chain of department store states they have been seeing more than 20% open rates on the emails from non-paying subscribers. Consumer centric businesses need to have a well-defined nurturing plan in place that helps convert these dormant leads.

Score your leads

Identify which stage of the sales funnel your leads are in. This gives a clear picture about what to market to these audiences. Scoring your leads based on their sales-readiness, opens up more insights about your subscribers.

Devise a content strategy

Content opens up a new medium to tap your audience though targeted communication. A killer content strategy is the most effective tool to move your leads in the right direction of the sales funnel. Someone who prefers educational opportunities abroad would not want to receive your emails on regional universities. Nail down your content strategy to appeal to your leads with specific preferences.

Additional Read: How to Generate Quality Leads Through Marketing Automation

Be fresh and concise

Though this could be the obvious practice to mention, marketers often skip on the opportunity of the hour. Many a times, leveraging trending topics to weave communication that can be related to your business makes it compelling content. At the same time, it is important to note that we are all reaching out to mobile-ready customers. Be concise and create content that is to-the-point.

At Lake B2B, our leads are of high quality and are yet available in large volumes. We generate these leads based on client requirements, ultimately achieving highly specific targeted results. Connect with us on (800) 710-5516 / [email protected] to know more.