How to Squeeze More Leads From Your Email Marketing Campaigns
If you haven’t realized it yet, email marketing is quickly becoming one of the best ways to successfully market a product or service to consumers. This is mostly due to the fact that, for the most part, consumers receiving promotional emails have actually made the decision to allow you to send them emails by joining your email list.
ExactTarget recently pointed out that over 75% of consumers prefer to be contacted with marketing efforts through permission based tactics like email.
While those numbers certainly make sense, something else you should be aware of is that, according to Convince & Convert, over 40% of permission based email recipients in 2012 made a purchase due to a promotional email.
So you know just how effective email marketing can be. But how do you go about making sure that your email marketing campaign generates the amount of leads that you’re looking for?
Let’s take a look at a few things that you can do to squeeze more leads from your email marketing campaigns:
Improve the Layout
One of the biggest ways that email marketers doom themselves in their effort to generate leads is through their email layout.
Your number one focus with the layout of your email should be to create concise copy that makes it as easy as possible for readers to become leads. Making your email’s layout simplistic and to-the-point can immediately do wonders for your conversion rate.
Things as simple as keeping the width of your email under 650 pixels so readers do not have to scroll sideways can have a significant impact on your conversion rates.
You already know that the attention span of modern readers is limited. Why make it more difficult for them than you have to?
Another important layout feature is that you should be keeping your call-to-action above the fold. The purpose of this is to allow readers to know exactly what you want them to do when they open your email.
Hubspot has reported that as many as 70% of email recipients will not see your call-to-action if it is not above the fold. This is once again an example of making sure that you make it as easy as possible for consumers to become leads.
Write Intriguing Subject Lines
In the same way that writing compelling headlines are one of the most essential parts of generating readership for content marketers, intriguing subject lines serve the exact same purpose.
Chadwick Martin Bailey, a trusted marketing firm, reported in a study that over 60% of the people they surveyed said that they opened emails based on the subject line. This staggering statistic can be both a good thing and a bad thing, depending on how effective your subject lines are.
Neil Patel, one of the true digital marketing geniuses of the web, is known for the fact that he spends as much time developing a compelling headline for his articles as he does actually writing the articles (and those articles are generally 1500-3000 words). Then, when sending emails to his subscribers, he simply uses the headline of the article he is pointing to for his subject line.
While there are many strategies for creating intriguing subject lines, it doesn’t differ much for how you go about creating a headline for an article. Copyblogger founder Brian Clark says that creating an irresistible email subject line means involving a checklist of four U’s; useful, ultra-specific, unique, and urgent.
You certainly can’t argue with utilizing that checklist as a great starting point.
Build Trust & Credibility
Building trust and credibility is an essential part of any marketing campaign. In a world where consumers are being bombarded with non-stop marketing efforts and email inboxes with 1000+ unread messages, the only way to ensure that your message is read and taken in is by being trusted by your targeted consumers.
While there are dozens of books dedicated to becoming an authority in your field while building trust and credibility, the basis of this concept is rooted in becoming a useful part of your potential customer’s daily life.
This means focusing your efforts on creating emails that help solve problems that your target market faces, and not bombarding them with the same product or service promotion that every other email marketer is.
Henneke Duistermaat of Enchanted Marketing does an amazing job of using email to solve problems for potential customers, and therefore develop leads from her email marketing campaigns.
When you sign up for her email list, you receive a 16-part writing course that helps you become better at writing copy for your emails, newsletters, and website. The course consists of 16 emails that are very short – under 300 words – and solve problems that her target market is facing.
What better way to show that you should be trusted as an authority than to prove to your potential customers that you can help solve their problems? And what better way to get your emails read and develop more leads than providing useful information for your subscribers?
In fact, as Brian Clark mentions, building trust and credibility while being useful to your target market can make up for a lot of deficiencies in other areas.
Track and Test Your Email Results
You could learn everything there is to know about generating leads from your email marketing campaign, but nothing will actually allow you to improve your conversion rates more than tracking and testing your email results.
While there are plenty of marketers out there that have already done copious amounts of A/B testing for different types of emails and the way they should be written, formatted, etc., it is impossible to understand how your target market will react unless you test it for yourself.
Kristina Allan, of ConversionXL, says that the four most important things that you need to be testing include your subject line, sender name, day of the week to send, and time of the day to send.
While we have talked about the importance of creating an intriguing subject line, you will want to have at least two made up for each email so you can test results amongst your subscribers. As you go on, this will allow you to see what style and factors lead to more opened emails and therefore lead conversions.
The sender name can be either your company’s name or a name of someone within your company. It’s hard to know initially which one will be more effective although a combination of the two is a testable option as well.
The best day to send your email is debatable, which is why it should be tested often. Experian Marketing Services did a study in 2012 that actually found that Monday emails tend to generate the highest revenue per email.
The optimal time of day to send your email is going to depend on your target market and your understanding of their habits. Once again, all four of these factors should be tested on a regular basis to decide what tweaks can be made to generate more leads.
The Final Word
At the end of the day, squeezing more leads from your email marketing campaigns comes down to having the ability to create concise, to-the-point emails that feature intriguing subject headlines and useful content.
Once you have shown that your emails are consistently useful and have created the necessary credibility to develop trust, your conversion rates and lead volume will undoubtedly begin to improve.
Remember that this is all a process, as is everything in marketing and business, and be sure that you are taking the proper steps to continually improve upon that process.