In many cases, outbound techniques can get someone to think about you even if they haven’t thought about you yet, since many of the methods you use should have more of a “wow” factor to make your company stand out. Outbound communication is often highly targeted, with a call-to-action that is very obvious. As a result, good outbound marketing can push someone through the funnel at a faster rate, assuming they are closer to being ready to buy.  Inbound alone often does not drive someone to buy. Outbound gives them that extra nudge they need to drive a lead down the funnel.
One of the more current developments on the email marketing front is the use of auto responders, or automated emails, that happen in a set sequence after a user's email address is captured. Typically the end goal of an auto responder email series is converting that user to a purchaser or customer. In this section, we'll introduce you to what an auto responder is, how to use them, the pros and cons, and some basic best practices for auto responder. Auto responders offer unique benefits in that they can produce results with a limited amount of effort on your part after the initial build out of the program. However, auto responders also present some challenges and best practices that should be considered when determining the role of an auto responder in your email marketing mix.

With the new buyer it is important to note that your marketing efforts don’t end once a new lead comes into your system – what we call Top of the Funnel (TOFU) marketing.  Many companies do a good job at generating leads, but the problem is that most new leads are not ready to buy yet.  And if a sales rep does engage and the lead isn’t ready to talk with them, it reinforces the notion that marketing sourced leads are not great. As a result leads get lost, ignored, or snatched up by your competitors.


In the old world of information scarcity, the concept of “lead generation” meant marketing found the names of potential buyers and passed them to sales. Buyers expected that they would have to talk to sales and sales expected to speak to uneducated early stage buyers that may not yet be qualified. This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person.  So businesses must make sure that they build their digital presence.
An email marketing strategy is part of your overall marketing strategy and business plan. It helps you market your products and services with the use of the email channel with the best chances for making a profit and reaching your goals. That is because an effective email marketing strategy takes into consideration what your target customers are, their preferences and benefits they are looking for as well as your products services and industry and which email marketing messages are most effective.
What's the difference between them? One-off communications versus prolonged, email-based interactions. For example, email marketing tools are excellent for one-off communications. You can use these tools for the one time you'd like to send someone an automated email response when they join a subscriber list, on their birthday, or when you promote a new product. But marketing automation tools are better suited for prolonged, email-based interactions. For example, you can use marketing automation tools whenever you want to guide someone from a subscriber list to a product purchase. Or you can send thank you emails or send new product promotions—all without having to lift a finger after the workflow is designed. 

The first autoresponders were created within mail transfer agents that found they could not deliver an e-mail to a given address. These create bounce messages such as "your e-mail could not be delivered because..." type responses. Today's autoresponders need to be careful to not generate e-mail backscatter, which can result in the autoresponses being considered E-mail spam.
Imagine you have 125 leads. Every lead has engaged with your business in unique ways, and they’re in different stages of your sales funnel. It’s not humanly possible to glance at a lead and recall how closer/farther they are to your business—until you use lead scoring technology. Lead scoring is a method by which you define parameters to qualify or “score” a lead in the CRM. So a CTO might get 15 points by virtue of their designation, and a lead who clicked on a link in your email might get 10 points (versus a lead who only opened your email and gets 5 points). All these points add up, and the higher the score, the hotter the lead. Putting a score on a lead cuts down your decision-making time in terms of which lead you should contact first.
In many cases, outbound techniques can get someone to think about you even if they haven’t thought about you yet, since many of the methods you use should have more of a “wow” factor to make your company stand out. Outbound communication is often highly targeted, with a call-to-action that is very obvious. As a result, good outbound marketing can push someone through the funnel at a faster rate, assuming they are closer to being ready to buy.  Inbound alone often does not drive someone to buy. Outbound gives them that extra nudge they need to drive a lead down the funnel.
The form on your landing page consists of a series of fields (like in our example above) that collect information in exchange for the offer. Forms are typically hosted on landing pages, although they can technically be embedded anywhere on your site. Once a visitor fills this out — voila! — you have a new lead! (That is, as long as you’re following lead-capture form best practices.)
Automatically move inbound leads over to your CRM using marketing automation workflows and assign them to appropriate sales reps when they reach lead scoring thresholds and/or trigger specific behaviors, such as requesting a free trial or demonstration. Use segmentation rules to assign leads to an appropriate sales rep, for example by territory or industry. This process should be carefully planned in Step #1.
In many cases, outbound techniques can get someone to think about you even if they haven’t thought about you yet, since many of the methods you use should have more of a “wow” factor to make your company stand out. Outbound communication is often highly targeted, with a call-to-action that is very obvious. As a result, good outbound marketing can push someone through the funnel at a faster rate, assuming they are closer to being ready to buy.  Inbound alone often does not drive someone to buy. Outbound gives them that extra nudge they need to drive a lead down the funnel.
One of the more current developments on the email marketing front is the use of auto responders, or automated emails, that happen in a set sequence after a user's email address is captured. Typically the end goal of an auto responder email series is converting that user to a purchaser or customer. In this section, we'll introduce you to what an auto responder is, how to use them, the pros and cons, and some basic best practices for auto responder. Auto responders offer unique benefits in that they can produce results with a limited amount of effort on your part after the initial build out of the program. However, auto responders also present some challenges and best practices that should be considered when determining the role of an auto responder in your email marketing mix.
This is why, as an entrepreneur, I believe that building successful email marketing campaigns has never been more important than it is now. But there’s a problem; most people don’t know how to do it right. So in the interest of furthering best practices and helping you succeed as a business owner, let’s get back to the basics and talk about how a great email campaign is built, from the ground up.
Leads may come from various sources or activities, for example, digitally via the Internet, through personal referrals, through telephone calls either by the company or telemarketers, through advertisements, and events. A 2015 study found that 89% of respondents cited email as the most-used channel for generating leads, followed by content marketing, search engine, and finally events.[2] A study from 2014 found that direct traffic, search engines, and web referrals were the three most popular online channels for lead generation, accounting for 93% of leads.[3]
Even if you’ve already got a long list of emails for clients and prospects, you should never stop adding to it. Especially since it’s not nearly as hard as it sounds. For example, make sure your list is always growing passively with a signup feature on your website. Subscription forms should be on your home page, blog page and everywhere else you can fit it without taking away from more important content.
An MQL is one step higher than a lead, in terms of the level of engagement with your business. An MQL typically performs an activity, like downloading your ebook, which is a clear indication of their interest in your business. Sometimes an MQL can also be determined based on their demographic profile. MQLs are ready to be nurtured, but they’re not ready to buy just yet. They’re usually handed over by the marketing team to the sales team.
Unsubscribe rate. Unsubscribes are always going to happen no matter what, and that’s usually OK because those people probably would never have bought from you anyway. However, a high unsubscribe rate can indicate that you are losing potential customers. Check the following: Why did people subscribe to your list in the first place, and are you delivering on that promise? Is the content of your autoresponder highly relevant to the segment it is being sent to? Are you sending too many sales emails with too little value emails?

Cost per thousand (e.g. CPM Group, Advertising.com), also known as cost per mille (CPM), uses pricing models that charge advertisers for impressions — i.e. the number of times people view an advertisement. Display advertising is commonly sold on a CPM pricing model. The problem with CPM advertising is that advertisers are charged even if the target audience does not click on (or even view) the advertisement.
No matter how effective the subject line you’ll always have subscribers who don’t open it for a variety of reasons. Send your email again specifically targeting a list segment of those who didn’t open the first time around. Not only is this a second chance in case they just missed the first email, it’s another opportunity to further split test subject lines as well as send times.
The first autoresponders were created within mail transfer agents that found they could not deliver an e-mail to a given address. These create bounce messages such as "your e-mail could not be delivered because..." type responses. Today's autoresponders need to be careful to not generate e-mail backscatter, which can result in the autoresponses being considered E-mail spam.
This is why, as an entrepreneur, I believe that building successful email marketing campaigns has never been more important than it is now. But there’s a problem; most people don’t know how to do it right. So in the interest of furthering best practices and helping you succeed as a business owner, let’s get back to the basics and talk about how a great email campaign is built, from the ground up.
How do you do that? You need to create interest by offering a relevant mix of informative and entertaining content that builds a meaningful relationship with your audience. And you have to make sure that you are distributing your content through all the right channels – where your buyer spends time. This section goes into a bit more detail on some of the common tactics for inbound lead generation.
From the moment we’re born, humans begin processing the world visually. That’s why using images and videos in advertising is the most effective way to capture attention and convey information. Hero shots, infographics, explainer videos, video case studies, and video testimonials all help your prospects understand the benefits of your offer and why they should claim it.
Expired Listings. “These are listings that realtors had on the Multiple Listing Service (MLS) and they didn’t sell. I personally love these because they tend to be more frustrated already, having not sold with a realtor. This will many times translate into immediate appointments opposed to the ‘for sale by owners’ that need some time typically. Where do you get expired listings? It used to be that you had to work with someone that was licensed to get them. Now there are services that offer them so it's super easy to get a constant feed of them.”

Lead nurturing also increases lead to opportunity conversion rate, drives more revenue, and shortens the sales cycle. It is about finding the right buyers at the right time. Lead generation brings buyers into the funnel, but lead nurturing and scoring sends them to sales so that your sales team can close the deal at the right time. In fact, according to MarketingSherpa’s Lead Generation benchmark report, companies who leverage lead nurturing see a 45% lift in lead generation over those companies who do not use lead nurturing.
InfusionSoft is a fully functional CRM and marketing solution created for small and medium size businesses. Comparing it to MailChimp or AWeber is like comparing a Lamborghini to a VW Golf. It provides highly advanced features for list segmentation, lead scoring and marketing automation. On top of all that, you can integrate all of these features with your optin form using Infusionsoft Tags + OptinMonster.

Autoresponders are messages set to go out automatically. They help you automate campaigns and manage one-to-one communication with your recipients. They can be sent in a sequence or at intervals, starting from the day a contact signs up to your list e.g. Day 0 (instant message), 3, 7, 14. So, autoresponders are useful if you want to send an automatic message to contacts who join your list. When you set up an autoresponder cycle, messages will go out on a specific day of a contact’s subscription period.
Set up marketing automation workflows to categorize leads and segment them into lists using criteria established in Step #1. Use these lists to nurture leads with relevant content and personalized email communications. Also use them for targeted campaigns, segmenting leads with a certain role or title or within a certain industry or market segment. https://subiz.com/blog/wp-content/uploads/2015/06/email-marketing-campaign.jpg
The first thing to do, of course, is consider whether you want to include auto responders in your marketing mix. You'll need to be sure to find an email marketing provider that supports auto-responder functionality (not all of them do, though Comm100 does support auto-responder functionality). Then, when considering developing an auto responder program, you'll want to consider all of the following points:
Landing Pages - The best lead generation tool of all is your product. If you have a compelling product that solves a major pain point, visitors will want to provide their contact information even without any incentives. Presenting your product in the most attractive way is often done through landing pages or sales pages, which help educate and convert prospective customers. Landing page optimization is the key to making sure you are getting the most out of these pages.

While inbound marketing is getting a lot of buzz, a well-rounded marketing mix should include both inbound and outbound marketing strategies. Inbound works for broad lead generation activities, but outbound is good to amplify your inbound efforts, and target specific opportunities. So what exactly is outbound marketing? It’s using outbound channels to introduce your message and content to your prospects, typically through rented attention, rather than making your content and messages availableon your own properties.


Because prospective buyers won’t always end up at your website as they start their purchase journey, it’s important that you establish a presence where they may show up. A great way to deliver high-value content to the correct prospects is through content syndication – a content sharing strategy that can be used to promote your whitepapers, articles, news releases, etc. on other websites for greater reach and engagement. Through content syndication, your content appears on third-party sites and newsletters. And because most content syndicators deliver leads directly to your inbox, it’s a great way to keep leads coming in the door.
The biggest culprit here are landing pages and, in particular, your forms. Forms separate your leads from non-leads, and have a huge impact on your conversion rates and overall lead generation results. If you haven’t already, I’d recommend optimising your forms – or using a tool like Leadformly to ensure that you’re not leaving leads behind from your marketing campaigns.

A lead magnet (a.k.a. an optin bribe) is something amazing that you give away for free in exchange for an email address. This doesn’t have to cost you anything to create– most lead magnets are digital materials like PDFs, MP3 audio files, or videos that you can create yourself at minimal or no cost. It can be absolutely anything you want, so long as it provides value for free.

In the old world of information scarcity, the concept of “lead generation” meant marketing found the names of potential buyers and passed them to sales. Buyers expected that they would have to talk to sales and sales expected to speak to uneducated early stage buyers that may not yet be qualified. This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person.  So businesses must make sure that they build their digital presence.


Office Autopilot plans all start at above $200 a month. These are the top 10 autoresponder and email marketing tools on the market today. You have options all the way from free to several hundred dollars a month, from basic functionality to complex analytics and shopping cart integration. The one you pick depends entirely on where your business is and what it needs.
Write great subject lines. David Ogilvy once said that 80 cents of your dollar should be spent on writing headlines. With emails, the subject line is just as important. If it doesn’t catch your attention, you won’t open it. So, spend the majority of your time writing and polishing your subject line. A great email subject line entices curiosity about the content of the email. It’s also personal, and highly relevant to the recipient. To learn more about how to write amazing subject lines, we have an entire blog post on the topic: 30 Successful Bloggers Share Their Best Converting Email Subject Line.
What's the difference between them? One-off communications versus prolonged, email-based interactions. For example, email marketing tools are excellent for one-off communications. You can use these tools for the one time you'd like to send someone an automated email response when they join a subscriber list, on their birthday, or when you promote a new product. But marketing automation tools are better suited for prolonged, email-based interactions. For example, you can use marketing automation tools whenever you want to guide someone from a subscriber list to a product purchase. Or you can send thank you emails or send new product promotions—all without having to lift a finger after the workflow is designed.

For example, maybe you took an online survey to learn more about how to take care of your car. If you got an email from the auto company that hosted the survey on their website about how they could help you take care of your car, it'd be far less intrusive and irrelevant than if they'd just called you out of the blue with no knowledge of whether you even care about car maintenance, right?


It’s long been known that headlines attract more attention than body copy on a written page. Decades ago, the father of modern advertising, David Ogilvy, found that 8 out of 10 people will read a headline, while only 2 will read the body copy. Make sure the big, bold words at the top of your page give prospects a reason to read the rest of it by communicating the benefit of claiming your offer. If you can’t explain what’s in it for your audience immediately, they won’t continue on.
Work as a team from the same Mailjet account. Separate your activities using sub-accounts, invite an unlimited number of users, and control what they can do by defining their roles and advanced permissions. Each team member will be able to work independently, within a well-defined scope of abilities. Maximize your efficiency, maintain full control.
Lead generation falls within the second stage of the inbound marketing methodology. It occurs after you've attracted an audience and are ready to convert those visitors into leads for your sales team (namely sales-qualified leads). As you can see in the diagram below, generating leads is a fundamental point in an individual's journey to becoming a delighted customer.

As you can see from the example above, emails following the model contain a succinct headline that highlights the key message of the campaign, as well as supporting information and visuals to help convince readers about the benefits of clicking-through. The reader is then presented with a prominent call to action button that makes it crystal clear what to do next.
Marketing emails need to be personalized to the reader and filled with interesting graphics. Few people want to read emails that are addressed "Dear Sir/Madam" -- as opposed to their first or last name -- and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients quickly understand what the point of the email is.
Let’s begin by with the definition of a lead. What does a lead mean to your company? Many companies have different definitions depending on their sales cycle, but standard definition is a qualified potential buyer who shows some level of interest in purchasing your product or solution. For the leads that fill out a form, they often do so in exchange for some relevant content or a compelling offer.
When thinking about the five types of email marketing described previously, auto responders are almost exclusively used for customer acquisition email marketing. Your existing customers may respond well to an auto-responder campaign, but chances are high that the best place in your marketing mix for auto-responders is when trying to acquire new customers.
Use it to send new subscribers a “welcome” sequence. This is the message that you send to people right after they subscribe to your email list. It could contain a link to your lead magnet for an easy download, a thank you for subscribing, and maybe a call-to-action to check out your most popular blog posts. Every email list needs a welcome series: don’t miss this chance to “woo” your new subscribers and turn them into loyal fans!
Visitor Tracking: Hotjar has a heatmap tool — a virtual tool which creates a color-coded representation of how a user navigates your site — that helps you understand what users want, care about, and do on your site. It records visitors and tells you where they spend the most time on your site. You can use it to gather information on your lead generation forms, feedback forms and surveys, and more.
ConvertKit has been incredibly useful to me. I can use it to create complex automations and branching message sequences to deliver the exact right message to the right people. And I can do that without spending an entire weekend trying to figure out how it works. Trust me, if I can figure it out, literally anyone can. ConvertKit is a terrific tool, even if your list is still small. And it will grow as you do. — Sonia Simone, Chief Content Office, Copyblogger
No matter how effective the subject line you’ll always have subscribers who don’t open it for a variety of reasons. Send your email again specifically targeting a list segment of those who didn’t open the first time around. Not only is this a second chance in case they just missed the first email, it’s another opportunity to further split test subject lines as well as send times.
The Australian Spam Act 2003 is enforced by the Australian Communications and Media Authority, widely known as "ACMA". The act defines the term unsolicited electronic messages, states how unsubscribe functions must work for commercial messages, and gives other key information. Fines range with 3 fines of AU$110,000 being issued to Virgin Blue Airlines (2011), Tiger Airways Holdings Limited (2012) and Cellar master Wines Pty Limited (2013).[13]
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