Email is still an integral part of day-to-day business for the majority of companies. And it’s easy to see why it has always been such a popular medium for content marketers.
Email marketing has become indispensable for both B2B and B2C businesses and is used to gather valuable data on prospects/clients, build relationships, and increase sales.
Email marketing also has a high conversion rate. And as you continue to build up email leads, you can monetize your list by drawing attention to multiple products. Just look at Amazon, and how the company encourages customers to buy more products by regularly emailing them about offers.
Read on, to learn how email continues to be one of the best ways to get new and repeat customers in the virtual door.
Why Are Email Leads so Important?
While it would be nice if every visitors to your website would purchase your product right then and there, this is unlikely to happen. Instead, you often need to build up a relationship with those leads, encouraging them to return to your website in the future.
Great email marketing is about delivering the right message to the right audience, at the right time. And when you do these three things, you attract new leads and convert them into paying customers.
Here are a few reasons why email leads are so important:
Social media continues to be an effective way for businesses to connect with their customers. However, many of your potential customers may not use social media, may not like to follow brands, or may only use it infrequently. But these people are likely to have an email address.
You can break your email list down into targeted lists, and personalize your emails based on who your target customers are, and how you attained their email.
You can also step away from the more corporate tone of your website, and be warm and friendly with your customers. This helps them feel a connection to your business on a personal level, building loyalty, and trust.
Measurable and Data-Driven
When it comes to your marketing, it’s crucial that you know what works…and what doesn’t. There’s no use doing the same thing over and over again if you’re not getting the results you need.
That’s why email continues to be one of the best ways to market your business. You can get key insights into each campaign, allowing you to switch things up as you go.
Your open rates allow you to see which percentage of your email leads actually opened your email. This allows you to play with your subject lines, so you can see what works for your audience.
You can also track your click through rate (CTR) which shows how many people are clicking on any links within your email. If you’re aiming to send your email leads back to your website (and your products), you can split test your CTAs to see which language or phrasing works best.
Staying On Top of Client’s Minds
Your email leads are busy people. And they’re constantly being deluged with advertisements from thousands of businesses.
Email marketing allows you to email your prospects and customers whenever you like. The goal should be to provide them with value, like a link to your latest post, interesting information, or even an update about when your new products will be out.
When you use email to stay connected to your leads, your company is kept solidly in the forefront of their minds. There’s a reason why 85% of US companies consider email marketing to be one of their most effective tactics for customer acquisition.
Cost-Effective and Economical
Whether you’re bootstrapping your business or planning to grow, your aim should be to reach as many leads as possible, without blowing your marketing budget.
Email marketing allows you to reach a large number of potential customers, for a small rate per message.
Compare this to traditional marketing channels like direct mail, radio, and TV, which can quickly eat up your marketing budget without building the same relationship with your customers.
Email retargeting allows you to show ads across many different networks, based on the types of emails your subscribers are opening.
You include a line of code in your emails. When your subscribers open your emails, cookies are automatically dropped into their browsers.
When that subscriber visits websites that have retargeting ads enabled, your personalized ad will be displayed which keeps your business prevalent in their minds.
This means that you can reach out to your email leads wherever they’re hanging out, and it becomes more likely that they’ll convert into paying customers.
By implementing a retargeting campaign, you can encourage past customers to revisit. You can also convert “almost-buyers”, and move new subscribers further down your sales funnel.
The trick is to have a clean email list and segment it appropriately. That will mean you’re not wasting money showing the wrong advertisements to certain email leads.
The minimal email list segmentation should include:
- Past customers
- Current customers
- Current prospects/leads
This will help you avoid negative sentiment. The last thing you want to do is push pre-sales ads to people who have already purchased your products.
The good news? Much of your email marketing can be automated- particularly campaigns and follow-up emails after your leads have signed up for your opt-in.
This frees up time for you and your team. And once the back-end work is complete for each set of emails, you can schedule them to be sent out automatically whenever you like.
This is one of the most overlooked benefits of an email list. Growing your list is a form of security.
Let’s consider Twitter and Facebook. Both of these social media channels are excellent for growing your business and reaching out to potential customers. You can even interact with them directly and respond immediately.
But what would happen if you were hacked? What if your username suddenly goes defunct? Or your followers are suddenly wiped after a system glitch? And what would happen if you had a PR crisis and began steadily losing followers?
In any of the above situations, you could have lost hundreds or thousands of followers, with no other way to contact them.
With email leads, you can continue to have direct access to all of your customers (be sure to back up your data). If those customer or prospects unsubscribe, you know that they made the choice themselves- instead of a social network removing your updates or posts from their view.
More than 40% of Americans check their phones within five minutes of waking up. And 22% check their emails first.
That means your email can be one of the first things your customers see when they wake up.
Unlike social media, which is all about scrolling, email encourages interaction- including clicking, reading, and forwarding. You’re also delivering your email straight to the hand of your subscriber.
One thing to note here: It’s hugely important that your emails are well-designed and render correctly on a mobile device. That means no huge images, no bulky blocks of text, and a solid, responsive design.
How to Grow Your Email Leads
As you can see, email leads are hugely important if you’re aiming to convert the type of prospects who like to “sit on the fence.” These are the people who need to think before they make a purchase, and prefer to get to know a company before they whip out their credit cards.
So how can you grow your list and get more email leads?
Here are some tips:
Build an Excellent Blog
The best way to begin growing your list of email subscribers is to offer them interesting, helpful, unique content. A company blog serves as a great way to bring visitors to your site and offers them a great incentive to subscribe so they can see regular updates.
When building your blog, you need to keep your prospects in mind. Many businesses go wrong here and end up posting nothing but case studies or photos from company picnics.
Instead, you need to develop content that appeals directly to the people who are visiting your website. Some ideas include:
- “How to” posts– teaching readers how to solve particular problems
- Buying guides– answering the most common questions about your products
- Lookbooks– images of your products (stylistic photos)
- Infographics– visual aids for statistics or interesting information
- Customer interviews– how are your customers using your products?
- Influencer interviews– find top industry influencers to reach their audiences
Create a Lead Magnet
Some people will be happy to share their email in exchange for regular updates from your company. But others expect to get something valuable in exchange.
This is also known as an opt-in incentive and can help you significantly grow your email list.
- Free eBook download
- Free whitepaper
- Free sample
- Discount for store
- Free trial
- Free online course
Here are some things that your opt-in should have to make it irresistible to email leads:
- Solve a real problem
- Promise a quick win
- Super-specific information
- Quick and easy to digest
- High value
- Instantly downloadable
- Demonstrate your industry expertise
Develop Smart CTAs
In an ideal world, your potential customer will be browsing your website or reading a blog post.
At this stage, you need to draw their attention to your opt-in. You can do this a few different ways:
Implement a Pop-up
Say what you like about pop-ups, but they work. These days, you can design them to be much less intrusive than they used to be, so you don’t annoy your customers.
Popups can be designed to only appear during specific activities. An example is an exit-intent pop-up. This is when your visitor is about to leave your site, and their mouse is hovering over the little x at the top of the screen.
Some pop-ups will only show once during each visitor’s visit. Other’s will show when the visitor has been on one page for a few minutes.
The great thing about pop-ups? You can test all of the above scenarios and see what works best for you and your visitors.
Ask for the Email
At the end of every blog post, you should have an attractive call-to-action. This should direct your visitors towards the one action you’d like them to take.
In this case, your call-to-action could be:
- Download our free e-book!
- Check out this helpful checklist!
- Try a free sample!
- Grab your free trial today!
- Enjoy a 20% discount!
It’s a good idea to experiment with your call-to-action to see what resonates with your visitors. Simply changing your phrasing slightly, increasing your font, or using a different color can make a huge difference in the number of email leads you get.
Use Your Sidebar
How many widgets does your business have in its sidebar?
How many things are you asking your visitors to do?
If you’re inundating them with options, how do they know which action they should take?
Remove distractions like your Facebook “like” box and Twitter feed. Instead, add your lead magnet with a clear call-to-action and watch your conversions skyrocket.
Only Ask for What You Need
Now’s the time to consider what you’re asking your customers for. How many boxes do they need to fill out in exchange for your lead magnet?
The less you ask from your visitors, the more likely that they’ll be to opt-in and give you their email address.
Unless you’re planning to cold-call, you don’t need their phone number. You also probably don’t need their address, birthday, or even their names.
Keep it simple, and you’ll have more email subscribers in the long run.
Are You Collecting Email Leads?
By now, you should hopefully be convinced that email leads are one of the best ways you can grow your business.
But you need to begin grabbing those email addresses as soon as you can. That’s why we’re offering a free email audit so you can grow and improve your email list.