One thing that hasn’t changed with email marketing is that you need to be strategic about how you word every part of marketing emails. One of the best things about email subscriptions of today is that you can count on your prospects having some level of interest in your product or service that encouraged them to sign up for your subscription list to begin with.
Attention scarcity is driving a shift from “rented attention” to “owned attention”. Historically, most marketing has been about renting attention other people have built. An example of this would be if you purchased an ad in a magazine or rented a tradeshow booth. But in the noisy, crowded market that today’s buyers live in, rented attention becomes less effective as attention becomes even scarcer. Of course, this is not an either-or proposition; you will ideally use a mix of rented vs. owned attention for your lead generation efforts to be affective.
Your lead generation strategy needs to be as dynamic as the people you’re targeting. Trends change, behaviors shift, opinions morph … so should your lead gen marketing. Use A/B split testing to see what CTAs perform best, which landing pages convert better, and which copy captures your target audience. Experiment with layout changes, design, UX, content, and advertising channels until you find what works.
About the Author: Barry Feldman operates Feldman Creative and provides clients content marketing strategies that rock and creative that rolls. Barry has recently been named a Top 40 Digital Strategist by Online Marketing Institute and one of 25 Social Media Marketing Experts You Need to Know by LinkedIn. Visit Feldman Creative and his blog, The Point.
As a growing business, you may also be looking for a CRM solution, and you'll find that the more advanced email marketing services have begun to crossover into CRM. It makes sense: Both types of software deal with managing and communicating with customers. A handful of these services are one-stop shops, either offering both email marketing and CRM out of the box or as add-on services.
In addition to satisfying legal requirements, email service providers (ESPs) began to help customers establish and manage their own email marketing campaigns. The service providers supply email templates and general best practices, as well as methods for handling subscriptions and cancellations automatically. Some ESPs will provide insight and assistance with deliverability issues for major email providers. They also provide statistics pertaining to the number of messages received and opened, and whether the recipients clicked on any links within the messages.
5. Use Personalization Fields: While always important in email marketing, because an auto-responder list can not be easily segmented, be sure to use the features of your email marketing program, such as those at Comm100, that allow you to personalize fields within your auto responder email with the subscriber's first name, handle, user name or other submitted information.
Don't use CTAs to drive people to your homepage, for instance. Even if your CTA is about your brand or product (and perhaps not an offer like a download), you should still be sending them to a targeted landing page that's relevant to what they are looking for and includes an opt-in form. If you have the opportunity to use a CTA, send them to a page that will convert them into a lead.
Lead generation is very important for the growth of a business. The buying process has changed and marketeers need to rethink and refocus their efforts in order to stay relevant. If people demonstrate to you that they are interested in your business, when you go to contact them about your offering they are no longer a stranger– but rather a true sales prospect who has “told” you they are interested in your product or service.
Beyond incentives, often a key part of the conversion funnel that can be optimized is the lead form. Although it is beneficial from a business standpoint to collect as much information as possible about a prospect, more forms fields leads to a reduction in form submissions. Experiment with different form lengths to see what is optimal in terms of lead capture and lead information.
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. http://www.mailigen.com/blog/wp-content/uploads/2017/01/guest-blog-feature-1.2.32.png
The problem is that information abundance equals attention scarcity. This is known as attention economics. Social scientist Herbert Simon was the first person to discuss this concept when he wrote “in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients.”
Why does email list segmentation matter? We know that beyond relevancy, list segmentation is important from a revenue perspective. Data from the DMA indicates that segmented and targeted emails generate 58% of all email revenue. On top of this, our research found that marketers who used segmented campaigns noted as much as a 76% increase in revenue–and more than 76% of marketers say basic segmentation is part of their email marketing strategy.
A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters inform customers of upcoming events or promotions, or new products. In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter.
With Pay-per-Click (PPC ) ads you pay for each click on your ad which is displayed on a search engine such as Google, Yahoo, or Bing, or on a website. For PPC on search engines, your ads show up as sponsored results on the top and side of the organic search terms. PPC ads are a terrific way to draw attention to your latest content or service offerings. They are also highly targeted so they can generate very high quality leads. Advertisers bid on keyword phrases relevant to their target markets and your ads will display when a keyword query matches your chosen keyword list.
Beyond incentives, often a key part of the conversion funnel that can be optimized is the lead form. Although it is beneficial from a business standpoint to collect as much information as possible about a prospect, more forms fields leads to a reduction in form submissions. Experiment with different form lengths to see what is optimal in terms of lead capture and lead information. https://royalexaminer.com/wp-content/uploads/2018/07/email-campaign.jpg
Automation also provides opportunities for personalization. Each interaction with an email or your website can trigger a follow-up based on those activities. What’s more personalized than a user experience specifically tailored to an individual’s interests? It will make your subscribers feel like you’re completely attuned to their needs and that you care about what’s important to them.
This is the number of visits to your website from unique URLs, not including your own employees. A higher number of website visits means more people are landing on your site. This traffic is acknowledged by Google (and other search engines) as an indication of your website’s authority. As a result, your website starts ranking higher for keywords you’re targeting. One way of getting more visitors to your website is by promoting it extensively on social media.
Email marketing has always been Permission based, but is silently replaced with its brother; Tease Marketing, continuously building on a brand relationship based on mutual interest. The challenge becomes presenting an – already in itself – appealing and attractive message. But how to benchmark your email marketing efforts to fit that new train of thought?
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.
If you’re going to get in the habit of pitching often, try to put yourself in the reader’s shoes. Ask yourself if your messaging is consistent with the expectations you’ve set. As I said before, Amazon does this well because they send relevant offers based on my buying habits. Those that send blind offers are far more likely to lose permission to keep doing so.
Lead generation often uses digital channels, and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before passing them to sales. https://www.sageworld.com/img/dist-emailcampaigns-top.png
Once you’ve decided how many fields to use, make sure you make your form easy to fill out. Include labels above your fields, not ones within them that disappear when the prospect starts typing – this has the potential to confuse and frustrate them, research shows. Consider enabling social autofill so visitors can convert by importing personal information from sites like LinkedIn, Twitter, and Facebook with the click of a button.
At a certain point, the prospect’s online behavior – their Digital Body Language – will indicate that they’re ready to engage with Sales in a discussion about purchasing. Marketers can identify this readiness through lead scoring, which matches the individual’s behavior to activities that are known to indicate buying intent. The resulting conversation with Sales will rest on a foundation of buyer education that has been built in the earlier stages of the lead generation process.
Sales Development reps (SDRs), also often called Inside Sales or Lead Qualification reps, are focused on one thing: reviewing, contacting, and qualifying marketing-generated leads and delivering them to Sales Account Executives. Simply put, SDR teams pass the baton from Marketing to Sales. Why do it this way? Because you want to make sure every single lead Marketing passes to your Sales team is as qualified as possible. Your SDRs should take the time to help each and every lead, offer them value, make a positive impression, create future demand, and become a trusted advisor. This step is critical in the lead generation process because you don’t want to treat your leads as blank faces to be simply questioned, qualified, and harvested.
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.
Unsurprisingly, the more revenue a company has, the more leads they generate. The differences are most drastic at the highest and lowest end of the spectrum: 82% of companies with $250,000 or less in annual revenue report generating less than 100 leads per month, whereas only 8% of companies generating $1 billion in annual revenue report less than 100 leads per month.
If you’re managing a list in the hundreds, thousands or low tens of thousands and you only collect leads through the internet, then there’s no better service than Aweber. Aweber doesn’t really allow you to add leads from offline sources. However, for online lists, Aweber sports the best deliverability ratings on the market. If you’re primarily using online opt-in forms, use Aweber. Your emails will get delivered, opened and clicked on.
All of great features you'll find included with your SendFree account are the result of a combined 16 years of email marketing experience. Two well known online marketers, Abbie Drew of DEMC E-Magazine and myself, Robert Charles run the service. When you have questions regarding SendFree, either Abbie or I will respond to you personally. You'll not be sent off to some unknown help desk whose staff doesn't understand SendFree or Net marketing.
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.
First, act as though you’re a prospect making their way to your business’s landing page. Start by ensuring that the links to your landing page are working, wherever they may be — email, PPC networks, sponsored social media posts, etc. Are they driving you to the landing page that they’re supposed to? Does everything look the way you intended on every browser?
Click through rates. Once your subscribers have opened your email, are they actually taking the action you need them to take? If you think that you have a low click through rate, perhaps your body copy is not as effective as it needs to be. Consider the following: Is the copy of your email relevant to the subject line? Did you offer real value to your subscribers in the email? Is your call-to-action clear enough? Is the link easy to find?
How should you balance useful content with solicitations for sales or offers? One of the greatest risks of an auto-responder program is having users become frustrated with hard-sales attempts and subsequently marking your email as spam, opting-out, or simply not opening future emails. All of the aforementioned activities can lower your quality score with email service providers and make it harder for your email sends to get into the inbox. Therefore, it's very important that your auto-responders actually contain useful information. While it's acceptable to include a sales offer along with useful information in each email, it is not advisable for you to make a sales-only email any more frequently than every fifth email in the series in order to protect your email sender reputation.
Email Newsletters are some of the most common and popular forms of email marketing. Use email newsletters to provide your subscribers with timely, expected, and helpful updates from your brand. Include thought leadership or how-tos, announcements about your product or service, insider-peeks into your business, or any other engaging content that adds value to your subscribers’ inboxes.
Direct Mail. “Just like each of the above all on their own could be a standalone marketing campaign to feed your business enough leads forever, this could as well. You can generate these letters and target all kinds of lists, so you can get very specific and never ever run out of potential campaigns. I use melissadata.com for my lists, but there are many companies that can and will sell you lists. I then use a done-for-you service. They create, print, stamp and send to us to drop in the mail. It cannot get any easier than that. These letters we use are in hand written font and made to look like you wrote it out on a yellow pad of paper. They're mailed in invitation- type envelopes so they get opened and not tossed in the waste basket.”
If your small business wants more customer conversions (i.e. sales), then learning when and how to use autoresponders is a step in the right direction. These pre-scheduled emails, usually one or more in a series, are triggered by customer behavior and can be used to target, engage and convert prospects to buyers. An individual autoresponder can even become a standalone product by itself.
Companies considering the use of an email marketing program must make sure that their program does not violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM), the European Privacy and Electronic Communications Regulations 2003, or their Internet service provider's acceptable use policy.
If you’ve been following along from the beginning, you have now learned how to grow your email list to epic proportions, you’ve segmented your list so that your emails are highly relevant to each individual subscriber, and you’ve learned how to send amazingly effective emails that have a high open-rate. Now you are ready to automate the process and turn your campaigns into money-making machines! http://1287170585.rsc.cdn77.org/wp-content/uploads/2016/11/3Stages_EmailMkt_Branding.png
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GoDaddy Email Marketing provides great statistics to show you how many people are opening, engaging with and sharing your email. There’s no mystery or guesswork. You can even compare different emails side-by-side to quickly see which emails get the best response. Once you know what appeals to your readers, you can refine your emails for even better results.
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. http://dgmseo.com/images/email1.png
In B2B, inbound is the preferred channel of lead generation. The whole process of drawing a lead into doing business with you—by educating first and selling later—matches the B2B business model, where businesses don’t make impulsive purchase decisions. Which is why inbound marketing in B2B takes leads through three levels of the sales funnel: ToFu (top of the funnel), MoFu (middle of the funnel), and Bofu (bottom of the funnel).
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.
ROI is probably the most important metric in lead generation. The calculation is fairly simple: it’s the profit or loss you make from investing in a lead, compared against your initial investment. Let’s say you spent $15 capturing each lead, and a lead is worth $20 to you. Your profit from a lead ($5) against your initial investment ($15) gives you an ROI of 33%.
Lead Qualification and Filtering is the process of determining whether a lead is ready to be passed on to sales based on things like customer demographics and behaviours. Some leads will be filtered out, because they are not yet at that stage or appear less promising than others – focussing on unqualified leads is a waste of time and resources. Customer relationship management (CRM) software can be used to track and evaluate leads before distributing them to sales.