effective lead generation through emails

Marketing Path Driven by Customer Success

Effective Lead Generation Through

Emails

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Lead Generation Through Emails

Introduction

In a completive business world it is important to reach out to customers,

aimed with the following objectives:

1. Right Information

2. Right Channel

3. Right Lead

Hence, to gain a lead through right prospect, effective B2B campaigns need to be delivered to

customers. In today’s technology driven communication world reaching out to a customer is not a

constraint but reaching out through a proper channel remains a challenge.

Thus evolves ‘Lead Generation’ concept through email. Most marketers have now turned to lead

generation through emails as a way to target customers, gain lead and prosper business activity.

Even though other open channels such as social media, tele-marketing, direct marketing etc exist,

‘Email Lead Generation’ has proved to be most effective channel to deliver B2B campaigns


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Lead Generation Process

How does an effective lead generation process work? How can a marketer ensure deliverability to

the customer?

Steps involved in Lead Generation where a

prospect responds to the emails are:-

1. Identify Target- This process involves identifying potential customers, prospects etc.

2. Send Promotional Email - This involves sending introductory promotional email to the

prospect in order to inform about the product/service offered.

3. Prospect’s Response - Prospects views email and decides to take action by responding to

email.

4. Landing Page View- Prospect will be directed to the landing page to view promotional

information offered and sign up to receive further updates.

5. Sales Lead Generation- Prospect turns out as a lead to the sales team, as per the planned

process and thus a successful marketing campaign is delivered.

Identify Target

Send email to prospects

Prospect Views Emails

Prospest visits Landing Page

Sales Lead Generated

Invite Internet Visitors

Convert Visitors into Leads

Nurture Leads into Customers

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Why is Lead Generation Necessary?

A marketer intends to attract sales leads to promote business and multiply prospect count towards a

campaign. For they need to work out on a strategy to provide deliverable to the prospect.

In this process, as a buyer, a prospect is able to get the necessary

information about the products/services offered by the business.

For a marketer, this is an opportunity to sell the products to potential

customers as per the consent obtained i.e. sending campaigns through

emails and thus qualify prospect as a lead.

Benefits of Lead Generation For Marketers

Brand building activity

Promote products/service offered through effective email campaigns

Target customers based on location and other preferences

Generate and qualify leads to increase sales

In-depth knowledge about leads and their preferences

Control leads through high conversion rates and flexible pricing plans

For Prospects and Customers

Product information obtained directly through email promotions offered by marketers

Choice of products from wide range of business opportunities

Agree to get information as per customized preference

Customers can choose from various pricing plans offered-thus managing budget effectively

Prospect

Product

Marketers

Marketer

Prospect

Lead

Sales

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Lead Generation Approach

It isn’t enough to identify a target and start sending promotional offers. It is essential to obtain

leads based on specific criteria through which chances of increasing price based plans to wide

variety of target audience are high. In a marketers approach to lead generation, a further search

with some of the following elements will help to reach large target audience:

Industry or SIC Code

City, State or Region

Zip Codes

Email Address

Key Contact Individuals like CEO,CFO, Management Professionals etc

Industry based sectors like Agriculture, Travel, Aerospace, Healthcare etc

Marketers can gain an edge over competitors by exclusively selecting the lead lists based on the

above criteria. Lead generation through emails can be delivered through the below methods:

1. Email Newsletter-These are emails sent as newsletter

campaigns on a periodic basis to the listed subscribers.

This is an effective way to build relationship with

customers as it informs about product information on a

regular basis.

2. Transactional Emails-Transactional emails are

triggered upon customer action like email receipt, order

delivery acknowledgement, purchase confirmation, auto generated promotional email etc.

This is the best way to gain lead as customers are asked about the product feedback,

satisfaction surveys, announcement of special offers etc.

3. Direct Email Marketing- This type of marketing targeting customers with an intention to

provide promotional offers, special offers, catalogue lists etc. The list is collected for a

specific audience with interest in knowing about promotional offers and thus leads are

generated

Email

Newsletter

Transactional Emails

Direct Emails

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Key Steps in Lead Generation through Email

Achieving success in lead generation through emails require thorough

preparation including performing industry analysis, market research, studying

customer approach, current marketing trends etc. A marketer can gain a lead

through some of the below standardized and result oriented approach:

1. Select Best Contact List- It is essential to find specific target audience hence marketers

should search for accurate and best lists such as IT leads, Healthcare leads, Sales leads

etc. This will ensure better sales outcome and increase in profits.

2. Research Customer Behavior- Prior to engaging in marketing campaign, research on

customer behavior towards the market should be done. This will help marketers land right

target for the leads and based on research conducted and acts as an added advantage of

knowing customer behavior.

3. Promote Email Campaigns in stages- A customer is a key resource for the business.

Developing customer relationship for a long term basis will help in retaining trust thus it is

highly essential to promote email campaign in stages. Delivering updated email content on

a periodic basis instead of single instance, will strengthen customer relationship and result

in gaining frequent leads.

Contact List

Research

Promote Email in Stages

Follow up

Respond

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4. Follow up promptly- When a campaign is delivered a follow up email ensures that

customer is aware about the product offered. There also chances of customer missing out

initial promotional campaigns due to spam or other reasons but a follow up mail will

eventually generate lead suggesting customer’s faith and interest in receiving the repeated

offers.

5. Respond to Customers A prompt response to customer’s feedback or a query will help

marketers get hold of a lead. This also suggests customers trust in the promotional

campaign sent initially and is enough for a marketer to add the customer to the contact list

database. Marketer should also be quick to address to any kind request by a customer

apart from feedback like product info, price, etc. which can be converted into landing

pages.

Conclusion

Lead generation through email has strengthened customer relationship with businesses

and partners-leading to long time commitment and promising constant deliverables

With extensively researched data, standardized lead

generation approach and maintenance of high quality contact

lists, lead generation through email is a powerful tool to

enhance marketing campaigns.