Today, more than 25% of the human population has an email address, proving that email remains the core marketing platform available for companies to connect with their non permission-based contacts. Email’s expansive reach gives marketers the ability to communicate with their purchased contacts on a personal level, growing familiarity and brand awareness in 200 words or less. But, although email allows marketers to broadcast their campaign’s messages with ease, companies need to understand the best ways for sending brand communication so that their lead generation campaigns do not end up in the trash.
Here are four surefire ways to help you generate leads from your B2B email campaigns.
Easy to Read = Easy to Consume.
The average person spends 51 seconds reading an email. This does not give marketers a lot of time to get their message across and can limit your email campaign’s exposure.
So how can you optimize your campaign’s visibility to generate leads? Focus on what your audience wants, not what you think they want to hear. By removing unnecessary business jargon and highlighting how your product/service can help them solve their current problems, you can limit the information that can induce content skimming.
If you are sending to a purchased list, you need a smart email lead generation software that will allow you to track and measure the components of your campaign that produced the highest results. This will allow you to optimize your future campaign content and create more targeted, relevant B2B email messages to generate leads.
Incentivize to Generate Leads
Your call to action is the driving force behind the success of your lead generation campaign. If your CTA isn’t effective at capturing your audiences’ attention than the email campaign is essentially useless. By adding a sense of urgency, like a report with limited availability or a free webinar, you can give an extra “what is in it for me” push to your CTA that many people need when they are deciding whether or not to make a purchase. In fact, psychologist John Towler conducted a survey where clients were asked to complete a follow-up assessment of their experience with a company. The company found that when they offered a worthwhile incentive, they could entice 50% more people to participate.
By adding an extra benefit to opting-in, you can dramatically increase your ROI and generate leads by igniting a “must act now” response.
Tailor your Landing Page
Research by Unbounce found that a generic landing page persuaded 18% of new users to try out a service – but when they created a uniquely tailored landing page that focused on their campaign’s message, conversion rates jumped by 105%.
If presented with the opportunity to convert a contact into a lead, don’t let them get distracted by irrelevant links and unnecessary imagery – link your call to action to a dedicated landing page where they can receive a specific offer tailored to the B2B email campaign content that originally caught their attention. By streamlining your landing page, you can continue to focus your prospects attention on the content that initially engaged them and efficiently generate leads.
Keep Content above the Fold
Heat map research has found that readers spend 80% of their time focusing on content located above the fold – the space that is readily viewed on a page without needing to scroll – while content found below the fold was consumed by only 19.7% of viewers. With lead conversion rates being the main goal of every company’s B2B email campaign, it is a huge mistake to leave information hidden at any point. To optimize visibility, make sure to insert your most important information at the top of the page to generate leads; don’t take a chance and lose potential leads because they didn’t bother to scroll down for more information.
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