A Data-Driven Guide 101 With Original Case Studies

Dhanisa Mashilfa

Before you implement email marketing lead generation strategy, it’s important you first read what email marketing is and ways you can build email listing for your business. This is because more than 290 billion emails are sent daily.

This statistic is supposed to increase to 347 billion daily emails by the end of 2023. Email marketing lead generation have improved in recent times.

The truth is the system that worked six years past, has no effect now. But then again email marketing is notwithstanding a crucial performer to any marketing strategy.

As a matter of fact, for the exceptionally best online marketers email marketing is their utmost marketing channel for lead generation.

Well, you may want to ask why, right?

The reason is that marketing your business using emails for lead generation brings in the results and conveys the greatest marketing ROI:

channel ROI ratings for email marketing lead generation strategy

Yes, you just read the right reason!

Email marketing for lead generation surpasses all other online marketing strategies, together with SEO, Pay Per Click, and content marketing!

An email marketing lead generation strategy is an essential feature of any of these marketing strategy. Email is the best economical means to promote your products, connect with your customers and reach your business goals.

Do you know that on an average, for every $1 you’ll spend on email marketing for lead generation, expect a return of $51 and this is an increase from $39 a year ago!

Is that bad? I know your guess is as good as mine, so let’s get started with the real deal in this post.

Now, I’ll be sharing the best email marketing lead generation strategies you will be using to achieve astonishing results through email marketing.

5 Lead Generation Strategies for Better Email Marketing Campaigns

Let me quickly share 5 proven lead generation strategic tactics to help better your marketing campaigns when you’re using emails. Once you follow these email marketing strategies, email will turn out to be your most important channel for lead generation as well!

Let’s get started.

1. Personalize your messages

The minute a personalized message is used in email marketing for lead generation, it doesn’t mean sending an individual email to all subscriber individually. Personalization connotes that you use customer data or inform to create a custom-made message.

An excellent instance of a company that does personalization meticulously is Amazon.

Every of Amazon’s emails are personalized.

It’s doesn’t read “Dear valued customer”, but “Dear Jack”.

It’s not, “You might like these… (casually created)”, but “You might like these (centered on my purchase history)”.

Email Personalization Case Studies

To Amazon, email marketing lead generation is not merely a different marketing channel. It’s the main part of the overall customer experience. The CEO of Amazon Jeff Bezos, is an email architect. He knows the value of emails and has been identified to read through customer complaints. It’s similarly why more than 35% of all product sales come from endorsements both through email and on screen.

This lead generation personalization strategy about email marketing is not just Amazon that has discovered it. Another study by Experian has discovered that personalized emails brings 6x higher transaction rates!

Now to further simplify this numbers for more clarification:

The most current study establish that email marketing lead generation produces $0.08 in revenue per email.

Well, this may not sound like much…

On the other hand, if you send out an email campaign to 500,000 subscribers, you can make up to $40,000 in returns.

You can see that this is a lot of extra revenue!

However, if you make use of personalization in your email lead generation campaign, expect to get a lot more!

A study conducted by brand new research, Personalization can earn you $20 in ROI for every $1 invested.

How’s that for a profit viewpoint?

The best part of using personalization in your campaign for lead generation when using email this:

About 70% of businesses do not use personalization inside their email marketing strategy.

This suggests that if you personalize your emails, you’ll definitely stand out against the competition.

The modest practice of personalization is to refer the reader by name. The majority of the email service providers (ESP) proffer this within their functionality and this tactic on its own will increase your campaign performance.

For instance, email subject lines that are personalized with a receiver’s first name can enhance your open rates by 16% higher open rates.

Learn more on how to increase your email open rate.

open rates with recipients name in subject lines for email marketing lead generation

In view of the fact that 47% of all emails are opened for the reason that the subject line alone bears the receiver’s name, so that’s a sure-fire way to get more eyeballs read through your email.

Email marketing Personalization tips

Aside making use your buyer’s name, there are more tips to help you get started with email personalization:

  • Ask for the appropriate information upfront: 

A very good personalization begins at the onset before you click the ‘send’ button. It all starts with your sign-up form. Data like name, company and location, can help you get started because without it, you will be very constrained with your personalized email for lead generation.

Remember to just ask for the information you need, rather than the information you want. This is one of the ways that GDPR has impacted marketing teams.

  • Make use a real reply-to email address: 

Once you use [email protected], you are taking away the genuineness from your message. Your readers would want to engage and act on to your campaigns. So, make use of a real reply address as this will increase your credibility and make it appear more personal.

  • Let your email signature be real: 

Exactly as real reply-to email address is make use of, ensure to make use of real contact information inside your email and the best way to do it is to incorporate your contact details in the email signature. This will give your readers the chance to contact you or create and build connection with you online, as this is a great way to be personal and build a relationship with them.

2. Segmentation of Subscribers

Segmentation of subscribers is the second most priority in the initiatives list this year, this is according to email marketers.

email marketer's top initiatives

Now let me tell you while it’s high.

This is because when you segment your email list, it is much easier to target your customers with your email campaigns.

Let’s say for example;

You’re putting on an interacting event for micro business owners situated within a 25mile radius.

The question is, how do you suppose to get the best attendance for your event?

A fulfilling answer to it is segmentation.

By way of segmenting your subscribers, you get to know those who regard themselves as small business owners that reside within your required area – sending them an invitation through emails and in turn you get an awesome turn out of your customers.

The segmentation aspect is straightforward and can easily be done via CRM software.

Similar to sending one email to your whole list, with every subscriber spreading across the country or continent.

Now let me ask you this, how will you feel receiving an email invitation inviting you to an event outside your state, country or probably continent. How annoying will you be?

It’s very annoying! Right?

So, email segmentation is the solution to this problem. So, before you jump into segmenting your list, let’s take a look at how valuable it can be.

A study by HubSpot shows that the entire email marketing lead generation KPIs does better when you segment your email list.

The segmentation outcomes include increased performance in:

Open rates, Revenue, Sale leads, Deliverability and Transactions as you can see from the chart below.

Results from email list segmentation

So, segmenting your lists, will help you get better open rates, revenue, leads, transactions and even more customers.

One more advantage of segmentation is it goes hand in hand with GDPR and email marketing.

But you may want to ask, does it really work?

Yes! It does work.

Case Study On Segmentation

Here’s an instance from one of study done by Super Office about their own email marketing lead generation campaigns:

According to them, they in recent times delivered two email marketing campaigns for leads. And both campaigns took the same subject line and the same copy.

Now the first one was sent to their email list that wasn’t segmented, while the second campaign was sent to their segmented list – ones they segmented according to interest.

It is observed that the first non-segmented email got a remarkable 42 % open rate and a 4.5% CTR (click through rate).

On the other hand, the segmented email campaign produced a 94% open rate and a 30% click-through rate!

Open rate versus click rate

I personally will say it’s pretty valuable, wouldn’t you?

And this is the reason why so many online marketers are segmenting their emails, right?

Wrong. The truth is as 9 out of 10 email marketers’ do not segment their list, this is according to a post written by super office – email marketing segmentation mistake.

Email Segmentation Tips

As a result, here are a few examples for you to get started with segmentation:

Do you recommend expertise and products to businesses or consumers? Having a good understanding of your subscribers’ industry is a great way to segment your email campaigns. Let’s say, a business that sells motor cycle parts would take part at a much higher rate if they get email lead generation campaigns on motor cycle products, compared to a business that sells software.

This is also known as account-based marketing, segmenting email lead generation campaigns by company size or yearly revenue is a great way to boost response rates. A small business that employs five persons is not expected to get ready for the biggest industry session of the year, however a business that engages 750 persons may possibly be a better fit.

  • Segment by sales succession:

First phase consumers will not be set for an aggressive sales pitch or one-to-one demo but, they will further appreciate to get an industry research white paper. On the other end of the cycle, buyers who are ready to buy will respond well to product webinars or free trial offers.

3. Send mobile friendly emails

According to Mail Monday, In 2019, 68% of all mails used in marketing were opened on a mobile device.

And by 2021, that number jumped up to 81%.

Now, it’s as high as 91%! This is according to Constant Contact.

You can see that these numbers are huge!

Now let’s say, when you wake up in the morning, what do you do?

Like me, I do have my phone next to my bed and the first thing I do every morning is to check my phone for calls, messages and most importantly my emails…

Yes, 50% of us do this.

Once an email for lead generation is sent a subscriber who reads it on their mobile device, but if the email is not optimized for their device, guess what they do?

Generally, they will unsubscribe or delete it, this is according to Neil Patel.

Hence why is it that virtually half of all emails are still not optimize for mobile?

desktop-centric design vs mobile-friendly design for the promotional emails

Shocking still, according to Super Office on email marketing lead generation research, it found that 20% of email campaigns are not optimized for mobile.

However, on the other sides of the scale, and when email campaigns for lead generation are enhanced for mobile, they make a lot of returns!

The typical returns for every mobile email is $0.40, this is more than 4x that of the revenue gotten from a desktop email click, this is according to Yesmail.

Revenue per email on mobile devices is 4X higher than desktop.

And about 55% of mobile phone users have made no less than one buying after getting a mobile advertising email.

What’s more, a research by Flex mail establish that 36% of B2B companies that have optimized their email campaigns for mobile devices received principally an increase to their email performance.

So,

How Do You Optimize Your Lead Generation Campaigns for Mobile Devices?

Don’t worry, here are some tips on how to do that.

1.      Put into action responsive email design (RED): 

Creating a responsive email design for your leads implies that your mobile user-experience is optimized irrespective of the device or screen they use. The majority of email service providers (ESP) proffer this blend within their email functionality.

2.      Keep the Headline and Sub-heading short:

The headline is important. Keep it short so that your reader knows precisely what your email topic is about. And the pre-header text (also known as snippet text), don’t let it go to waste by using “To view this email in your browser…”. As an alternative, sum up the email or include a call to action (i.e., Use “FREESHIP” to get free shipping).

3.      Make the CTA big and clear: 

Mobile device adapts different sizes. Even though a text link may work on a tablet or larger screen, you might be unfriendly with your readers who have a smaller screen (or bigger hands!) and if your call to action is too small. Make the call to action, big, bold and easy to click.

4. Test on your copy, design and buttons

Whether you test your home page, landing pages or email templates, testing make available to you with data to take useful conclusions that will improve our marketing operation.

And email marketing lead generation also takes the same route.

Most marketers run a A/B tested their email campaigns.

And it will be proper you run a test on your headlines too.

Email campaign elements for lead generation

All the more so the former President of the United States has A/B tested his email subject lines….

Oh, you think I’m joking?

Here’s what Bloom Berg say on how email marketing played a huge part in the victory of Obama’s 2012 Presidential campaign.

As a result of sending quite a lot of distinctions made to the subject line to an insignificant sample of subscribers, they were able to analyze the amount in donations they could anticipate to receive founded on the results.

The sample size showed that the worst performing subject line (“The one thing the polls got right…”), when sent to the whole email list, would produce $403,603 in donations.

And the best performing subject line (“I will be outspent”) was likely to make $2,540,866 in donations.

You can see the huge difference!

In actuality, their best performing subject line beat their expectations and generated a total of $2,673,278.

You can see again that they make an extra $2.2 million in donations raised as a result in change in the emails subject line!

Now by running a split A/B test on email subject line President Barack Obama was able to raise an additional $2 million in donations.

Even at that, you can test other aspect of your marketing strategy through email marketing.

You can also test:

The name that come into view in the “from” area has a big influence on whether your reader opens your email or not. In fact, the sender’s name is the core intention why people open your email. Test your “from” address by sending your campaigns from a person’s name, person + company or from your CEO.

  • Plain text vs HTML campaigns: 

Similar to a large number of marketers’, I’m sure you are by this time sending a plain text version of your email. On the other hand, have you thought of testing an email lead generation campaign that is plain text only? And when you append an element of personalization, plain text emails appear to be written just for the reader.

It’s either you can keep your emails short and sweet or, you can create long comprehensive emails. Long form emails can include more detailed copy while shorter emails will send the reader straight to a targeted landing page. But the best way to see what works best? Test it.

5. Automate email campaigns when possible

Trigger-based emails are emails sent out automatically that is based on users’ behavior.

For the most common forms of trigger emails are ‘welcome’ emails, ‘thank you’ emails and ‘transactional’ emails, for instance order-confirmation email and email receipts.

The facts behind trigger emails shows us that trigger emails do much better than conventional email.

For instance, Epsilon found that:

  1. Open rates for trigger emails are as high as 49% that’s 95% greater than traditional email open rates.
  2. The average click-through rate (CTR) for trigger emails is more than twice the rate equated to conventional email click-through rates
  3. The best converting websites in the world, are sites that convert as much as 40% of their traffic, use trigger emails.

In addition to that, Forrester research discovered that trigger-based email marketing campaigns can engender 4x more returns and 18x greater profits!

Well, you may think this sound too good to be true.

Fine, it’s not. We’ve tested it. And it works!

On the other hand, they can be accountable for as much as 20% of your email marketing lead generation revenue!

Triggered emails work really well for the reason that they hit the email marketing sweet spot.

To further explain what email marketing sweet spot look like.

It looks like this:

Direct email marketing vs transactional emails - email marketing lead generation strategy

And the main cause why trigger emails perform so well is because of context.

Reflect the subsequent situation;

You visit a website, surf through the product line and add up items to your shopping cart but then again, you start having uncertainties and choose to exit before effecting a purchase.

Echoes any familiarity?

This occurs to every single single eCommerce store, every particular day.

But supposing, one hour later, you get an email that consist of the particular product you were shopping for?

And let’s say this email comprises not only a quick-link back to your shopping cart but, a free shipping coupon or 10% discount?

After receiving all this mouth-watering offers you’re now more likely to complete your purchase, aren’t you?

This is the power of trigger emails at work.

However, putting up triggered emails may sound costly and difficult, it doesn’t have to be. You can start off by using an auto-responders in your customer service software to reproduce the automation side.

Types of Trigger Email for lead generation.

Here are some examples of trigger mails you can send;

  1. Activation Campaign: 

A new user signs up for an account but, do not use your product within the first 7 days. It important you create an “activation” campaign that sends an automated email with their login info, steps on how they can get started and incorporate a video demo for extra support. You can also offer them to a one-on-one meeting to walk them through the product and answer any questions they may have.

  1. Win-back Email:

A current customer is soon approaching the end of his yearly subscription. The customer hasn’t make use of your product in 3 months and you need a way to win them back and keep them for another year. Create a “win back” email that sends an automated email to all customers that are coming to end of their contract with a list of new product features and a short plan on expected releases in the next six months.

  1. Customer Loyalty Email: 

Customer allegiance is the key to success. And you can return your loyal customers by giving them something for free every now and then. Create a “surprise” email that sends an automated email to your best customers that offers a free yearly license to your software for them to use, a gift card or even a coupon code to redeem a box of cupcakes. It’s a small cost for your business but, the reward is huge!

Final Note on Email Marketing Lead Generation Strategy

Email marketing keeps on delivering results even as it has evolved. It’s no longer as simple as sending the same email to all. So, it’s time to bring up-to-date your email marketing lead generation strategy.

These days, you need to send targeted messages to leads, that is messages that are tailored, and optimized for multiple devices.

It’s important you also test new elements. Trends change quickly, and what worked 12 months ago may not be successful today. So be open to testing and when you understand what works for you, then find ways to automate it through triggered emails.

If you carry out these new modifications into your email marketing lead generation strategy your customers will be more responsive, your lead generation campaign performance will improve and your business will continue grow.

What do you think makes a contemporary email marketing lead generation strategy effective? Let me know by leaving a quick comment below.

If you got some value from this email marketing strategy, remember to share with you friends and family.

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