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How to use email marketing to generate leads

November 18, 2023 | Jimit Mehta

In the world of digital marketing, email still reigns supreme as one of the most effective ways to connect with potential customers. But, it's not just about blasting out promotional emails to a huge list of subscribers and hoping for the best. No, email marketing has become much more sophisticated than that, and when done correctly, can be a powerful tool for generating leads and driving sales. In this article, we'll explore the ins and outs of using email marketing to generate leads, including strategies for building a targeted email list, crafting compelling messages, and measuring your results. So, if you're ready to take your email game to the next level, read on!

Building a targeted email list

Building a targeted email list is the foundation of any successful email marketing campaign. Essentially, it's about creating a list of people who are interested in what you have to offer and have given you permission to contact them via email. There are several ways to build your email list, but the key is to focus on quality over quantity. In other words, it's better to have a smaller list of engaged subscribers who are more likely to open, read, and respond to your emails, than a huge list of uninterested subscribers who will simply delete your emails or mark them as spam.

To start building your targeted email list, you can use various tactics such as creating an opt-in form on your website, offering a lead magnet or a freebie in exchange for their email address, hosting webinars or events, or even running paid ads to drive traffic to your landing pages. The key is to make it clear what subscribers can expect from you and to be transparent about how you plan to use their information. By taking a strategic approach to building your email list and focusing on targeting the right people, you can set the stage for a successful email marketing campaign that generates leads and drives sales.

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Crafting compelling email messages that convert

Crafting compelling email messages that convert is all about creating emails that grab the attention of your subscribers and persuade them to take action. Whether you're trying to generate leads, drive sales, or simply engage with your audience, the content of your email plays a crucial role in achieving your goals.

To create a compelling email message, start by thinking about your audience and what they're looking for. What pain points are they experiencing, and how can you help solve them? Once you have a good understanding of your audience, you can begin to craft a message that resonates with them.

When crafting your message, keep in mind that most people receive dozens of emails a day, so you need to make sure that your email stands out in their inbox. Use attention-grabbing subject lines, personalize the email, and include a clear and concise call-to-action that tells the reader exactly what to do next. The content of your email should be easy to scan, with short paragraphs and bullet points that highlight the most important information.

Above all, remember that your email should provide value to your subscribers. Whether it's through a special offer, exclusive content, or helpful advice, your subscribers should feel like they're getting something in return for their time and attention. By taking the time to craft a compelling email message, you can increase the chances of your subscribers taking the desired action, whether that's making a purchase, filling out a form, or simply engaging with your brand.

Creating effective email subject lines that get opens

Creating effective email subject lines is key to getting your subscribers to open and engage with your emails. After all, if your subject line doesn't grab their attention, they'll likely delete your email without even reading it. To create subject lines that get opens, there are a few things to keep in mind.

First, keep it short and sweet. Your subject line should be concise and to the point, ideally no more than 50 characters. This ensures that your subject line doesn't get cut off, especially on mobile devices.

Second, make it relevant and personalized. Your subscribers are more likely to open your email if the subject line is relevant to their interests and needs. Use personalization tokens like their name, location, or past purchase behavior to make the subject line more tailored to them.

Third, use attention-grabbing words or phrases. You want to create a sense of urgency or curiosity that entices your subscribers to click on your email. Use action-oriented verbs, numbers, or emojis to make your subject line stand out in a crowded inbox.

Finally, avoid using spammy or salesy language. Words like "free," "limited time offer," or "act now" can trigger spam filters and decrease the chances of your email getting delivered. Instead, focus on using value-driven language that highlights the benefit of opening your email.

By following these best practices, you can create subject lines that get opens and increase the effectiveness of your email marketing campaigns.

Segmenting your email list for better engagement and conversion

Segmenting your email list means dividing your email subscribers into smaller groups based on specific criteria, such as their interests, demographics, past behaviors, or engagement levels. By doing so, you can create more targeted and relevant email campaigns that resonate with your subscribers, ultimately leading to better engagement and higher conversion rates.

For instance, if you're an e-commerce business that sells different types of products, you might segment your email list based on the products or categories that your subscribers have shown interest in. This allows you to send personalized emails that showcase products they are more likely to buy. Or, you could segment your list based on engagement levels, sending different types of emails to highly engaged subscribers versus those who haven't opened your emails in a while.

Segmentation can also help you to avoid sending irrelevant emails that might turn off your subscribers or even lead to unsubscribes. By sending emails that are more personalized and tailored to their interests, you can increase the likelihood of your subscribers taking the desired action, whether that's making a purchase, clicking on a link, or simply engaging with your brand.

To get started with segmentation, think about the criteria that are most relevant to your business and your subscribers. You can use tools like your email marketing platform, Google Analytics, or surveys to gather data and insights about your subscribers. Once you have your segments defined, you can create targeted email campaigns that speak to their specific needs and interests. By taking the time to segment your email list, you can build stronger relationships with your subscribers and see better results from your email marketing efforts.

Designing visually appealing and mobile-friendly emails

Designing visually appealing and mobile-friendly emails is an important part of successful email marketing. With the majority of people checking their emails on their mobile devices, it's crucial to make sure that your emails look great and are easy to read on all screen sizes.

When designing your email, it's important to keep the design simple and easy to navigate. Use a clear hierarchy of content, with a strong headline, subheadings, and clear calls-to-action that guide your subscribers to take the desired action. Use images and graphics to complement your content and create visual interest, but make sure they are optimized for fast loading times and don't overwhelm the text.

Another important aspect of designing mobile-friendly emails is to make sure the text is easy to read on a smaller screen. Use a font size that is large enough to be read on a phone or tablet, and use plenty of white space to make the email feel less cluttered. Make sure the text is left-aligned and broken up into short paragraphs to make it easier to scan.

Finally, test your emails on multiple devices and email clients to make sure they look good on different screens and email platforms. Most email marketing platforms have built-in testing tools that allow you to preview your email on different devices before sending it out.

By designing visually appealing and mobile-friendly emails, you can increase the chances of your subscribers engaging with your content and taking the desired action. Whether that's making a purchase, filling out a form, or simply clicking on a link, a well-designed email can help you achieve your email marketing goals and build stronger relationships with your subscribers.

Personalizing your email content to increase engagement

Personalizing your email content is a powerful way to increase engagement and connect with your subscribers on a deeper level. By tailoring your emails to the individual interests and needs of your subscribers, you can create a more relevant and meaningful experience that resonates with them.

One way to personalize your email content is to use subscriber data to segment your list and create targeted campaigns. This allows you to send the right message to the right person at the right time, increasing the likelihood of them taking the desired action. For example, if you sell clothing, you might create a campaign that targets subscribers who have shown an interest in a specific type of clothing, such as athletic wear or formal wear.

Another way to personalize your email content is to use dynamic content, which allows you to show different content to different subscribers based on their preferences or past behaviors. This could include showing different product recommendations, promotions, or even images based on the subscriber's interests.

In addition to using data to personalize your emails, you can also use language and tone to create a more human connection with your subscribers. Use their name in the email, and write in a conversational tone that feels like you're speaking directly to them. This can help build trust and make your subscribers feel like they are part of a community.

Overall, personalizing your email content can help increase engagement and drive better results from your email marketing campaigns. By showing your subscribers that you understand their interests and needs, you can build a stronger relationship and create a more valuable experience for them.

Implementing call-to-actions (CTAs) that drive clicks and conversions

Implementing call-to-actions (CTAs) is an important part of any effective email marketing campaign. CTAs are the buttons or links that prompt your subscribers to take action, whether that's making a purchase, downloading a resource, or filling out a form.

To create effective CTAs that drive clicks and conversions, it's important to be clear and direct about what you want your subscribers to do. Use action-oriented language and create a sense of urgency to encourage your subscribers to take action now. For example, instead of saying "Learn More", you could say "Get Your Free Guide Now".

It's also important to make your CTAs stand out visually in your email. Use contrasting colors or bold text to draw attention to the button or link, and make sure it's easy to find in your email. If your CTA is buried at the bottom of your email, or hidden in a wall of text, your subscribers are less likely to click on it.

Another tip for creating effective CTAs is to use A/B testing to see which CTAs work best for your audience. Try different wording, colors, and placements to see what resonates with your subscribers and drives the most clicks and conversions.

Finally, make sure that the landing page your subscribers are directed to after clicking on your CTA is relevant and delivers on the promise you made in your email. If your CTA is about a specific product or promotion, make sure that the landing page is tailored to that product or promotion, and makes it easy for your subscribers to complete the desired action.

By implementing effective CTAs in your email marketing campaigns, you can increase the likelihood of your subscribers taking the desired action, ultimately driving more clicks and conversions for your business.

Using lead magnets to entice subscribers to opt-in

Using lead magnets is a powerful way to entice subscribers to opt-in to your email list. A lead magnet is essentially a free incentive that you offer to your website visitors in exchange for their email address. The goal is to provide something of value to your visitors that they can't resist, and in return, you gain a new subscriber for your email list.

Lead magnets can come in many different forms, depending on your business and the interests of your target audience. For example, you might offer a free e-book, a checklist, a template, a webinar, or a discount code. The key is to make the offer valuable and relevant to your target audience.

To effectively use lead magnets, it's important to make the offer prominent on your website and to use compelling language to entice visitors to opt-in. You might also want to consider using a popup or a slide-in to draw attention to the offer and encourage more people to opt-in.

Once someone has opted-in to your email list, it's important to deliver on the promise of the lead magnet and provide them with additional value in your email content. This can help build trust and credibility with your subscribers, and encourage them to stay engaged with your brand over time.

Overall, using lead magnets is a proven strategy for building a targeted email list and increasing engagement with your subscribers. By providing value upfront and delivering on your promise, you can create a more valuable experience for your subscribers and ultimately drive more business for your brand.

Testing and optimizing your email campaigns for better results

Testing and optimizing your email campaigns is an important part of any successful email marketing strategy. By continually testing and refining your campaigns, you can gain valuable insights into what's working and what's not, and make data-driven decisions to improve your results over time.

One of the most common ways to test your email campaigns is through A/B testing. A/B testing involves sending two versions of an email to a small subset of your email list, with one variable changed between the two versions. This could be something like the subject line, the CTA, or the layout of the email. By sending both versions and tracking the results, you can determine which version performs better and use that information to optimize your future campaigns.

Another way to optimize your email campaigns is to track key metrics like open rates, click-through rates, and conversion rates, and use that data to make informed decisions about how to improve your campaigns. For example, if you notice that your open rates are low, you might try testing different subject lines to see if you can improve engagement. If your click-through rates are low, you might try optimizing your CTAs or simplifying the design of your email to make it easier for subscribers to take action.

It's also important to segment your email list based on subscriber behavior and interests, and to tailor your messaging and offers to each segment. By providing more relevant and personalized content, you can increase engagement and drive more conversions for your business.

Overall, testing and optimizing your email campaigns is an ongoing process that requires careful analysis and a willingness to experiment and try new things. By staying focused on your goals and using data to guide your decisions, you can continuously improve your results and create more value for your subscribers and your business.

Measuring your email marketing ROI and tracking your results

Measuring your email marketing ROI and tracking your results is crucial to understanding the impact of your email campaigns and making informed decisions about how to optimize your strategy going forward.

To measure your email marketing ROI, you'll need to track the costs associated with your campaigns (such as email marketing software and the time spent creating and sending emails) and the revenue generated as a result of those campaigns. This might include sales directly attributed to your email campaigns, as well as other metrics like website traffic, social media engagement, and brand awareness.

One of the key tools for tracking your email marketing results is email analytics. Email analytics can provide you with valuable insights into how your emails are performing, including metrics like open rates, click-through rates, conversion rates, and unsubscribe rates. By monitoring these metrics over time, you can gain a better understanding of what's working and what's not, and use that information to improve your campaigns and drive better results.

It's also important to segment your data and track results by different segments of your email list, so that you can understand how different groups of subscribers are engaging with your content and tailor your messaging and offers accordingly.

Finally, it's important to regularly review your results and adjust your strategy based on what you've learned. This might involve trying new tactics, testing different messaging, or targeting different segments of your email list. By continually tracking and optimizing your email marketing efforts, you can create more value for your subscribers and drive more business for your brand.

In conclusion, measuring your email marketing ROI and tracking your results is essential to understanding the impact of your email campaigns and making data-driven decisions to improve your strategy. By leveraging email analytics and other tracking tools, segmenting your data, and reviewing your results regularly, you can continuously optimize your email marketing efforts and drive better results for your business.

Over to you

Email marketing is a powerful tool for generating leads and driving business growth. To make the most of this channel, it's important to follow a few key best practices.

First, you'll need to build a targeted email list that includes subscribers who are likely to be interested in your products or services. You can do this by offering lead magnets, creating landing pages, and promoting your email list through various channels.

Once you have a list of subscribers, it's important to craft compelling email messages that convert. This involves writing engaging copy, designing visually appealing emails that are mobile-friendly, and including clear calls-to-action that drive clicks and conversions.

Another key tactic for successful email marketing is personalization. By segmenting your email list and tailoring your messaging and offers to each segment, you can increase engagement and drive more conversions for your business.

To optimize your results, it's also important to test and refine your email campaigns over time. This might involve A/B testing, tracking key metrics like open rates and click-through rates, and segmenting your data to better understand how different groups of subscribers are engaging with your content.

Finally, it's important to measure your email marketing ROI and track your results, so that you can continually improve your strategy and create more value for your subscribers and your business.

By following these best practices, you can leverage email marketing to generate leads, nurture relationships with your customers, and drive sustainable growth for your business.

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