Email marketing is the perfect tool for generating leads. But to get the most bang for your buck, you have to learn how to use it. Here are eight simple ways to optimize your emails so you’re generating leads.
1. Identify Your Audience
Create buyer personas that identify who your audience is, what they do and their position in the buying cycle. This will help you connect on a more personal level and truly provide value.
2. Use Mobile-Friendly Subject Lines and Test Frequently
It pays to keep your subject lines mobile-friendly — as 68 percent of emails are now opened on mobile devices (Source: Movable Ink). Keep in mind that the iPhone, responsible for almost 42 percent of those opens, cuts the subject line off at 35 characters (Source: kissmetrics).
Not sure which subject lines your audience prefers? Try A/B/n multivariate testing. This allows you to compare competing subject lines and determine which options will work best for generating leads.
3. Generating Leads By Making Sure Your Content Delivers
Email copy should be short, to the point and, most of all, valuable to the recipient. Use headings and bullets to break up the text for skimmers, and use mobile-optimized images where appropriate. But always use alt text in case the image doesn’t load.
4. Include Personalized Tokens
This strategy is good at generating leads, as it adds a personal touch to your emails. For example, you can address the recipient by name, mention their company or refer back to a recent purchase or download. This makes the relationship feel more real for the prospect.
5. Always Include a CTA
As the actionable goal of your email, the CTA needs to be clear, concise and create a sense of urgency. Leave plenty of space around the CTA so that readers will have no trouble clicking through to your landing page.
6. Use Dedicated Landing Pages
Landing pages shouldn’t be an afterthought when optimizing emails so you’re generating leads. In fact, customized landing pages have been shown to increase conversion rates by over 25 percent (Source: McKinsey).
For a quick and easy conversion, your CTA has to dump prospects into an easy-to-navigate environment, with no potential for distraction. The only option should be to fill out the form and convert.
7. Encourage Social Sharing
Adding social sharing and email forwarding options to your email campaigns will allow recipients to spread the good word and expand your reach at no extra cost. This can provide a nice boost when generating leads is your primary focus.
8. Don’t Forget About CAN-SPAM
Commercial emails must be in compliance with the CAN-SPAM Act. Luckily, the guidelines are relatively easy to understand and implement into your email campaigns, so you’re not only remaining compliant but generating leads in the process. You can read more about them at ftc.gov.
Now that you know how to optimize your emails so you’re generating leads at a continuous rate, wouldn’t it be great if you could quickly and efficiently fill your sales and marketing funnels with fresh new prospects? Our Email Lead Generation software can make it happen.
