For one, it’s possibly the simplest form of data marketing to understand: potential customers who are interested in your product or solution stay in-the-loop until they are ready to buy. It’s an evolved version of the mailers that were so popular in the pre-Internet era. And in today’s world of PPCs and CTRs and a million other complex concepts, the simplicity of email marketing is part of its appeal — especially for SMBs looking to get started in data marketing.
But it’s also the direct experience all of us have had engaging with email lead generation that makes it so undeniable. You would be hard-pressed to find one web-savvy person who hasn’t subscribed to — and made a purchase from — an email marketing campaign at least once before. And because you’ve done it yourself, picturing your business profiting from people via email seems like an attainable entry point into the world of data marketing.
To get you started, here’s everything you need to know to launch your first email marketing campaign:
1. Keep Lead Capture Forms Short
Obviously, email marketing requires an audience willing to receive your emails. To build up that list, most companies use lead capture forms meant to collect valuable customer information that can be used to offer more targeted marketing to that lead in the future. But a word to the wise: keep those forms as minimalist as possible. The reason why is simple: the shorter your form, the more likely someone will actually complete it. Longer lead capture forms have lower conversion rates and when you’re looking to build an email marketing list, you want as many people to convert as possible.
And here’s the good news: if you’re using SmartForms, you won’t miss out on any of that data anyway. SmartForms enrich inbound customer information with additional data points to create a more robust customer profile for future marketing purposes.
2. Educate Your Customers — Don’t Sell Them
With 205 billion emails sent worldwide each day, most of your leads will have seen it all when it comes to email lead generation. Attempting to “sell” a customer via email will get you high bounce rates and a large number of unsubscribes. Your leads know when they’re being sold to directly.
The better approach is to spend time educating your audience and building up your thought leadership so that when the time comes that they need a solution, they think of you and not your competitor. Email marketing is a lead nurturing tool — not a sales tool.
3. Measure Performance
The key to a successful email lead generation strategy is to measure results and adjust your plan accordingly. Email open rates can be a great indicator of the success of certain subject lines and click-through rates in an email are a great indication on whether or not you’re sharing content that your audience genuinely wants to see. Setting KPIs at the start of a new campaign and measuring the results throughout tells you what works and what doesn’t for your target audience.
To learn more about how ReachForce SmartForms can help you optimize lead generation and improve your impact on revenue, sign up for a free trial and get a free demo today.