Successful marketers are breaking out of the tired, old “me, me, me” box. They know that in order to generate new leads they can’t just talk about the company, they have to talk about the customer. Customers want to know what your company, service, or product can do for them. They want you to understand their problems, and how you can fix them.

This is a giant shift from traditional marketing practices. Back then it was all about advertising. The problem was, it turned into a shouting match. Marketers were competing with each other, trying to be the loudest, and customers stopped responding.

Now the focus is on having more meaningful and engaging conversations. It’s about coming down to the customer’s level and simply conversing with them. Using email marketing to send out campaigns isn’t successful, and will only result in your message being sent straight to the recycle bin. Instead, use email to generate conversations with your contacts.

The best way to focus on conversations through email is to use A/B testing, personalization, and nurturing. All of which are key features of Email Lead Generation software. Email Lead Generation software focuses on helping you generate more leads through sending to purchased lists, and by engaging contacts with relevant and meaningful content. It’s the best tool for connecting with potential leads through conversation.

Listen and Plan

Conversations are a two-way street, so you have to listen as well. When researching your audience pay attention to the language they use, what their likes and dislikes are, their favourite things, and their pain points.

After that try to figure out why they like what they like. It’s important to understand why they find these things appealing, or unappealing, so you can duplicate the results.

Then it’s time to make a plan. Use all the information you gathered to figure out how to get involved in the conversation. What topics are relevant to your company? Where can you shine? What should be the tone of your content? Most importantly, remember to stay true to your audience. You will only succeed if you keep them as the focus.

A/B Test Your Email Campaigns

Nothing is a simple, one-step process anymore. Especially not conversation generation. Sending successful email campaigns can’t be dependent on guess work. Finding out what actually is working is key.

A/B Testing allows you to test variables, such as subject lines or images, in real-time. You then know what is getting the most response, and can send the more successful option. It’s a great way to avoid guessing.

Email Lead Generation software not only offers A/B/n Multivariate Testing, which allows you to test an unlimited number of variables, opposed to the two typical A/B Testing offers, but using our A/B/n testing means you’ll be paying attention to your customers and what they want to see. You’ll no longer just be producing and sending out email campaigns that your audience doesn’t respond to. Using these testing methods will show you’re listening and taking an active role in the conversation.

Personalization

Today’s technology means there is no excuse for sending out generic email campaigns. And the data supports personalizing emails. According to Experian, revenue produced from personalized emails is six times higher than non-personalized.

Personalizing email messages is the best way to make a positive first impression. And don’t stop just at personalizing subject lines and message copy. Send your email campaigns out from individuals in your company. Sending emails from a person gives the message a more personal touch, and shows you’re not just a faceless business.

The Message Personalization feature in Email Lead Generation software makes it easy to insert the recipients’ names into subject lines and the body of the email. You can also send on behalf of various people, to give it that extra touch.

Clickback’s EMIT features also lets you personalize your messages with content. By segmenting your lists and sending them targeted information you’re not just bombarding your audience with information they don’t care about. Instead you’re giving them an opportunity to connect that they’ll be less likely to pass on.

Nurturing

Finally, after you start the conversation, you need to keep it going. It’s not enough to send out an email, you need to follow-up, (AKA – lead nurturing).

The best way to nurture your leads is to set up and send automated messages. Automated messages can be set up to send after different events, such as clicking on a link, buying something, downloading something, or not responding at all.

Clickback’s drip marketing feature can send automated messages over multiple days, or it can send relevant messages after contacts take certain actions. These automated messages help keep the conversation going, so you don’t lose touch.

Get the Conversation Started with Email Lead Generation Software

Show your prospective leads you care by focusing on generating conversations, and not email campaigns. It may take some extra work initially, but with Email Lead Generation the process can be easy to manage.

You can also use Email Lead Generation software to generate new leads by sending to purchased lists. And when you focus on starting conversations instead of sending out email campaigns, you’ll ensure you’re not just generating multiple new leads, you’re generating quality leads.

Make the switch from email campaigns to conversations with Clickback’s Email Lead Generation software. To find out more about our software sign up for a one-on-one demo today!