Using Email Marketing To Generate New Leads

Most businesses use email marketing in a very traditional way – i.e., to encourage existing prospects to become customers, or to market additional products to existing customers. But email marketing can also be a highly effective way to generate entirely new leads if you incorporate these tactics:

Have a good opt-in strategy. You need to be sure the people you are emailing are enjoying what you are sending or they will never buy from you. Make it easy for them to stay or, if they want, to go.

Offer something of value. Whether it’s a free ebook, a downloadable report or even something as simple as a “what to do in case” form they can print out to keep in their car in the event of an accident, sending people something of value makes it more likely they will share it.

Links to pass it on. A recent research report showed that emails that include social share buttons have a click-through rate (CTR) that is 158% higher than those that do not. Be sure to include a “Forward to a Friend” link to encourage readers to share your information.

Making Your Emails Mobile-Friendly

Earlier this year, email marketing services company Litmus took an in-depth look at their aggregated email analytics (1 billion+ emails delivered) and found that mobile has now overtaken desktop and webmail in overall email opens.

In an amazingly quick turn of events, Litmus found an 80% increase in just six months for email opens on mobile devices.  

What that means: your email marketing better be optimized for mobile devices. Specifically for iPhone and iPad, which dominated with 80% of mobile opens performed on these devices.

Here are some tips for mobilizing your email marketing:

Measurement. Do you know what percentage of your audience is viewing your email on a mobile device? You need to gather that information from your email open analytics; if your email marketer doesn’t provide this information, there are inexpensive tools (including those from Litmus) that will measure your opens for device information.

Subject line. Mobile devices usually cut the subject line to 15 characters, so be precise!

Intro. Your first paragraph of content is prime real estate when it comes to viewing on a mobile device, so maximize your messaging here.

Content. Make it short, concise, clear, brief and with an articulate call to action. 

Timing. Studies show most people view email on their mobile devices toward the end of the week – Friday, Saturday and Sunday. 

Once you implement all these tips in creating your email marketing program, you will have a smooth process that will deliver killer results in terms of boosting your client retention and lead conversion rates.


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