Using Email Marketing to Generate Leads

According to PRWeb, “Email marketing is one of the most effective online marketing channels.” This claim could be supported by the fact that today’s marketing teams use email to generate leads, maintain regular contact with current and potential customers, and ultimately boost sales (the good old ROI).

If you haven’t figured it out already, take a moment to scan through the emails you receive after participating in a webinar or downloading a particular whitepaper. The brand may occasionally share information about a product you may be interested in, but more often than not, you are receiving information that is designed to help you become better at your daily tasks.

Email marketing is no longer sell, sell, sell. In fact, I recently participated in a GoToWebinar wherein the entire discussion was focused on how to use content to generate quality leads. The guest speaker, Kim Gusta pointed out that there has been a massive shift in the buying processes due to the Internet. Users are more willing to Google search and read a blog than they are to talk to a sales representative about your product.

With that in mind, marketers have to create online content that positions their brand as a trusted expert in that particular industry so that when potential customers are finally ready to complete the buying journey, their brand is the first to come to mind. This can be achieved by sharing tailored content that subtly increases website traffic, builds subscriptions to corporate blog posts, encourages free trial subscriptions and product purchases.

Before you run and add email marketing to your marketing mix, Gusta suggests that you take inventory of the content you currently have on your website or blog. You should be able to list at least 5 ways you could potentially repurpose that content to provide readers with information, and resources that will help them reach their goals or it may not be as valuable as you think. Let them know you are interested in them, not as a sale, but as a person and the likelihood that they will come back for more increases.

As a public relations consultant, I offer a monthly newsletter that shares information on public relations, social media, online marketing, and search engine optimization strategy through trending articles, blog posts, case studies and other free resources. When encouraging users to subscribe, I tell them outright what they can expect and it helps them determine whether or not they would be interested in receiving monthly updates (thus increasing quality subscriptions).

If these topics interest you personally, I encourage you to subscribe to my mailing list by submitting your email address below.

Successful Email Marketing Tips from PRWeb

  1. Building Your Contact List: When users voluntarily sign-up for your emails, you’re less likely to end up in someone’s spam folder, so get permission to add users to your list. People are 5x more likely to mark your email as spam than they are to unsubscribe (opt-out) – hitting spam takes less time.
  2. Crafting Your Message: K.I.S.S. Keep it stupid simple (like that one?) Your content should get to the point quickly and concisely. Don’t make a user have to hunt around your email to find whatever the message is, because they are impatient and if they have to put in work to find your message between checking their email and texts on their smartphone, you’re going to end up getting deleted.
  3. Analyze and Improve: Track your email campaign results. Compare the most effective open times, clickthrough rates (CTR), and look for trends in your data so that you can customize your next email marketing campaign to appeal to the behavior of your customers.

JUST REMEMBER: The primary goal of a newsletter is to build relationships and foster trust between customers and the brand. The secondary goal should be making the sale.

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Yasheaka Oakley Owens

Yasheaka Oakley Owens is the owner of YOakleyPR, a woman-owned small business that provides public relations, social media, and online marketing support services to small businesses and 501(c)(3) nonprofit organizations in Southeastern Pennsylvania, Southern New Jersey and Delaware.

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