Not surprisingly, email marketing is still a valuable tool for lead generation.
With open rates of between 10 and 30% and conversion rates of 8 – 12% being quite common, it raises the question as to why more businesses aren’t using or experiencing success from email marketing.
Part of the issue is that this form of communication is not all that well understood. It’s easy to set up, easy to implement, but not so easy to get the kind of open or conversion rates we’ve just cited. There are multiple steps involved in creating a strong and effective lead generation campaign. While you can sometimes send out one or two emails and bring in sales, it’s far more common that the time delay between the first email contact and the purchase is a lot longer.
Once you’ve reconciled yourself to this fact then the next step is to actually plan and create long term campaigns to get the maximum conversions from your email marketing strategy.
Here are some of the steps you’ll want to follow:
- Create the list. You might have an existing customer list, in which case you would make sure this list is uploaded into your email autoresponder of choice. If you don’t have a list then you will need to develop one. The first step here is to have a landing page and lead capture system. The landing page features your reason that people would want to subscribe to your list. What you offer as a reward for their contact information has to be compelling enough for them to feel that it’s worth while giving you permission to email them. You can check out the landing pages at http://focusedleadgeneration.com and http://focusedleadgeneration.com/voice-prospector/ to see examples of how this can be done.
- Plan on sending out emails over a protracted period – initially you’d look at engaging with your list over a month fairly intensely and then less intensely but still consistently on an ongoing basis thereafter
- Create the content: make sure it focuses on educational information that will help your list solve the problems they’re experiencing. Add some sales elements into the mix, but at a ratio of about 20% sales and 80% educational.
- Schedule your emails to go out a few times a week for the first 30 days and then perhaps once a week thereafter.
The net result is that you are building relationships that will eventually pay off. You may get some immediate responses, but realistically, you’re looking for an ongoing, repeat purchasing, long term customer. By educating them, you will find that they begin to know, like and trust you. Because people like to buy from people they know, like and trust, your chances of your list buying from you increases over time and the list becomes more valuable.
Once someone on your list has bought from you, then you should continue to stay in touch with them via email.
This way you are able to nurture that customer and introduce them to other products and services. A happy customer is far more likely to buy than someone who has never bought before. In fact, you increase your chances of making further sales by making an offer directly after they have made their first purchase. The best window of opportunity thereafter is within 45 days of the initial purchase.
If you would like more indepth information about how to use email marketing effectively, which autoresponders work best and how to get the massive amount of content necessary – as well as details on how to use this to effectively lead generate, then please either call 1.604.556.7184 or email us or put in your email and name in the form on the right side of this page. We send out regular newsletters and emails. These will provide you with more indepth insights into lead generation using email marketing and other online and offline marketing strategies you’ll find practical and useful.