You have to spend money to make money, but budgets aren’t unlimited. You want to keep your cost per lead email marketing budget reasonable.

If you’re looking to reduce your cost-per-lead, it seems simple: spend less money or bring in more leads. Ideally, both.

There are a number of ways to give yourself the best chance at accomplishing this, so let’s dive right in.

Part 1: Bring In More Leads

Make Converting Easy With a Great Landing Page

Let’s work backwards, starting with where the conversions happen – your landing page.

First off, you should have a dedicated landing page for each of your campaigns. It’s all too common for marketers just to send people to their home page or product page from their emails.

Your home page likely doesn’t have much detailed info about your product, or a form for them to fill. The content is most likely not exactly matching what your email said, and that’s very important too.

The idea is that it’s as easy and frictionless as possible for a contact to convert. Every time they have to scroll or click around to try and find your form, you’re losing potential conversions who exit the page instead.

People just don’t have the time (or attention span) to search through your site for a way to sign up for a demo or get more information.

Instead, take the time to create a landing page devoted specifically to that exact campaign you’re about to send.

Make it exactly match what your email says. Use the same phrases and language. The purpose of the landing page is to give your contacts an easy place to convert, but also to give them all the information they need to want to convert.

Expand on the claims and statements in your email, give more precise information and educate the contact. Use images, graphics, and video – the easier you make it for them to learn about your product, the more likely they are to convert.

Also pay attention to your form itself. Make sure it’s placed “above the fold”, meaning that it’s visible on the page opening without having to scroll.

Keep it as short as possible, too. More fields to fill in means more friction, which in turn means fewer conversions.

We get it – you want to know everything there is to know about your contacts in order to more successfully coax them down your funnel. There’s time for gathering that information later. The initial conversion should be as quick and painless as possible.

 

Engage the Reader with Relevant Email Content

Now that you’ve got a solid landing page ready, you need to convince people to go look at it.

It’s important to remember that you have a brief window to make that happen – think about how much time you spend really reading all those promotional emails you get in your inbox. Not much, right?

You need a strong hook to grab their attention, and interesting, valuable content to keep them reading. Finally, a clear call to action should drive them to your landing page.

When crafting an email campaign, make everything about the reader. Nobody cares how awesome your product is. They want to know what it will do for them, which of their problems it will solve, so focus on that.

If you make it very clear from the outset which problem you’re about to help them solve, they’re more likely to keep reading.

Let me give you an example. In addition to writing, I’m also a sound engineer, so I get a lot of emails around that.

One email I got recently opened with the question “Are you struggling with thin mixes?” and then proceeded to explain how a new course they offer can help solve that. If I were, in fact, struggling with thin mixes, then I would probably have clicked to learn more.

Even though I don’t have that problem, I still read the email – just to see what solution they would offer. Call it professional curiosity.

That opening works well for them, I’m sure, because that’s a common problem a lot of beginner sound engineers have. Therefore, it was a pretty good bet that a lot of their contacts would be interested in their solution.

You should do the same thing – understand a problem your contacts are likely to have, and open with that. Then tell them how you can help them solve it.

Make your entire email about solving that particular problem the reader has, and you’ll see better results.

 

Grab Their Attention with a Catchy Subject Line

Okay, backing it up further – to get eyes on your email, you need people to notice it and open it. And that’s what your subject line does.

So don’t neglect it. Subject lines are often tacked on as an afterthought, which is silly – if your subject is bad, nobody’s going to click it and read your email.

Spend time crafting and refining your subject line. Put as much work into it as the whole body copy. Don’t forget to use personalization tokens – the contact’s first name or company name are the top contenders here.

 

 

Part 2: Spend Less Money

The obvious answer to “how can I decrease cost” is to spend less. But that doesn’t really translate to CPL. If you change nothing but your budget, you’ll simply generate fewer leads.

That’s the opposite of what you’re trying to do.

So if you can’t just cut down on investment to reduce CPL, what else can you do?

Simply put, invest more efficiently. If your email marketing is focused on nurturing inbound contacts, that’s great – but it’s not quick. You aren’t generating leads with email, you’re waiting for your content marketing to bring them into your funnel where you can nurture them.

If you find you aren’t getting enough leads using that process, you can consider more impactful forms of email marketing.

That’s where email lead generation (ELG) comes into play.

Clickback’s ELG platform gives you a way to generate a lot more leads. It’s a one-two punch that delivers plenty of value and can get your lead volume where you want it.

Here’s the first punch: you can send email marketing campaigns to cold B2B contacts, driving them to your landing page and into your funnel. The real kicker is that you can do this at scale – if you want to send to hundreds of thousands of contacts at once, you can.

That’s a bit more efficient than waiting for them to trickle in by ones and twos, but there’s plenty more to it than that. There’s a massive amount going on under the hood that maximizes your deliverability, so you can be confident that your campaigns will end up in inboxes, and your sender reputation stays pristine.

The second punch: contacts are tracked and nurtured using a unique system called Website Visitor Intelligence™ technology – and it works whether they converted or not. You gain a whole lot of valuable insight into how people are engaging with your website, which you can use to optimize your conversion rate.

Contacts who didn’t convert go into nurturing campaigns, so you can keep them moving towards that conversion that puts them into your Marketing Automation or Customer Relationship Management software.

It’s more than just an email sending platform. It helps you take your cold contacts on a journey all the way to warm, opted-in lead status, and is packed with tools to help you get as many of them there as possible.

 

Book a 1:1 demo now to see how Clickback can help you optimize your email marketing cost per lead.