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14 Email Marketing Lead Gen Strategies to Boost Conversions

Aug 11, 2023 - By Camilla Mackeviciute

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Customers are the reason your business exists. Without them, your company cannot survive (let alone thrive). But everything starts with leads and lead generation.

There are many lead-generation strategies in use today. But the most effective way to get the best value for money is email lead generation. The research also shows that email marketing is one of the easiest tactics to implement.

email_lead_generation_statistics_infographics

These stats prove how comfortable customers are with email and the universality of this marketing channel.

That said, we’ll look at what email marketing lead generation is, then go into depth with email lead generation strategies you should use to boost your business’ growth.

What is Email Lead Generation?

Email lead generation is a method of collecting leads using an opt-in email form. It involves collecting information about potential customers, such as their name, phone number, and email address.

Like other forms of lead generation, email lead generation happens after you’ve already grabbed a prospect’s attention. 

It’s also a cost-effective and highly-efficient way to engage your audience and move them deeper into the buyer’s journey by providing relevant information, updates, and offers.

One superb way to get leads to give their information is by offering an incentive in exchange. It can be a lead magnet such as an eBook, checklist, downloadable resources, etc.

But remember, email lead generation is more than just gathering your potential customers’ information. Nurturing the leads is also part of the process since the ultimate goal of acquiring these leads is to turn them into paying customers.

Lead Generation Process

Email lead generation lets you send targeted, personalized communication to build relationships and promote faster conversion times.

Here’s what a typical lead generation process looks like: 

  1. Identify your Audience. Document your target audience or ideal customer profile based on demographic, psychographic, or behavioral characteristics. This will help you tailor your email campaigns to attract relevant leads.
  2. Create an Offer. Develop valuable and enticing offers, such as e-books, webinars, exclusive content, or discounts, that resonate with your target audience’s needs and interests. These offers will serve as incentives for leads to provide their contact information.
  3. Create a Landing Page. Create dedicated landing pages that align with your email offers. These pages should be designed to capture lead information in a concise and visually appealing form.
  4. Add Opt-in Forms and CTAs. Add opt-in forms on your website, landing pages, and other digital touchpoints. These forms should be strategically placed and accompanied by clear and compelling calls to action (CTAs) that encourage visitors to subscribe to your email list (and enter the lead generation funnel).
  5. Start Lead Nurturing. Once you’ve acquired leads, implement automated lead nurturing campaigns. Send targeted and personalized emails that deliver relevant content, build trust, and guide leads through the customer journey.
  6. Segmentation and Personalization. Segment your email list based on lead characteristics, interests, or behaviors. Personalize your email content accordingly and ensure each lead receives tailored messages that resonate with their needs.
  7. Track & Analyze. Utilize email marketing services or tools to track key metrics like open rates, click-through rates, and conversions. Analyze this data to measure the effectiveness of your email lead generation campaigns and identify areas for improvement.
  8. Optimize. Continuously optimize your email lead generation process based on insights gained from tracking and analytics. Test different subject lines, content formats, CTAs, and send times to improve engagement and conversion rates.

Importance of Having an Email Lead Generation Strategy 

Most businesses prioritize lead generation because it helps in increasing sales revenue. 53% of marketers spend at least half their marketing budget on lead generation.

budget_allocation_for_lead_generation

Email lead generation can nurture qualified prospects from initial interest to customers and brand ambassadors.

Here are some of the reasons why you should have an email lead generation strategy: 

  • Maximizing ROI. By effectively capturing and nurturing leads through personalized email journeys, businesses can convert potential customers into loyal advocates faster, boosting sales revenue and word-of-mouth.
  • Targeted Engagement. Unlike mass advertising approaches, email marketing lets you segment and target your audience precisely. You can tailor your email campaigns to specific segments, delivering highly relevant content that resonates with their interests and needs. This personalized approach increases the likelihood of conversions. 
  • Building Trust and Credibility. Email is a direct and intimate channel that helps build trust among the target audience. By consistently delivering valuable content, such as informative email newsletters, industry insights, and exclusive offers, you can position yourself as a trusted authority in your niche, fostering long-term relationships with your leads.
  • Automation and Scalability. Email marketing automation helps manage various aspects of the customer journey efficiently. Marketing automation tools allow you to set up automated workflows, including welcome emails, follow-ups, and drip marketing campaigns, ensuring timely and relevant communication at scale, even as your lead database grows.
  • Measurable and Data-Driven. With advanced analytics and reporting tools, businesses can gain valuable insights into open rates, click-through rates, conversions, and other key metrics. This data empowers you to continuously optimize your email marketing strategy, improving engagement and achieving better results over time.

Email Lead Generation Best Practices

Now that you know why having an email marketing strategy for lead generation is essential, let’s look at the best email lead generation tactics you can use to continue generating leads for your business:

1. Lead Scoring via Automation

Wouldn’t it be ideal if you could determine the intent of your leads right off the bat? 

Optimizing your efforts with lead scoring is an effective way of doing this. Based on engagement levels and activities, lead scoring determines which prospects will likely convert. You can score leads depending on your buyer personas, growth goals, and other factors.

Some activities that can boost a lead’s score include: 

  • Email engagement;
  • Positive prospect demographics; 
  • Website visits;
  • Social media activity;
  • Checking out the pricing page; 
  • Adding product to cart. 

One way of using lead scoring in your marketing efforts is via automation. For example, if a potential customer has viewed a specific product on your website, you’re more likely to convert them. Automation workflows can be designed to be triggered based on user activity on the website. For every prospect visiting a product page repeatedly, an automatic email offering them a 30% discount on that product can be sent automatically. This can be automated using a marketing automation builder like Sender. 

Sender allows you to build automated campaigns based on behaviors, custom fields, triggers, activity, etc. For example, here’s a sample automation for users who abandoned their cart: 

email_automation

Sender is free to use for up to 2,500 subscribers. Experience the ease and efficiency of our cutting-edge email marketing automation tool.

2. Design Clean and Concise Emails

Emails can be easily misunderstood. 64% of people have sent or received an email that resulted in unintended anger or confusion. Because of such misinterpretation, it is important to write clear and concise emails. 

A clear and straightforward grabs the attention of prospects, email engages the reader, enhances the user experience, and improves the odds of conversion.

Here are a few tips for creating better and clear emails: 

  • Clear and Compelling Subject Lines. Write concise and captivating subject lines that clearly convey the value or benefit they’ll gain from opening the email. A well-crafted subject line can increase open rates and encourage lead engagement.
  • Simple and Scannable Layout. Opt for a clean, organized email layout that allows recipients to scan and digest the content quickly. Use short paragraphs, bullet points, and subheadings to break down information and make it easy to consume. Avoid clutter and excessive design elements that may distract or confuse your leads.
  • Consistent Branding. Ensure your email design aligns with your brand identity, including color schemes, fonts, and imagery. Consistency across your emails and other marketing channels reinforces brand recognition and builds trust with your leads. Consider using a branded email template to maintain a cohesive visual identity.
  • Clear Call to Action (CTA). Make it crystal clear what action you want your leads to take. Use concise and action-oriented language in your CTAs, such as “Sign Up Now,” “Get Started,” or “Claim Your Offer.” Position your CTAs prominently and make them visually appealing to draw attention and encourage click-throughs.
  • Mobile-Friendly Responsiveness. With most email opens occurring on mobile devices, designing mobile-friendly and responsive emails is essential. Optimize your email layout and font sizes for smaller screens, ensure images and buttons are appropriately sized for touch interactions, and test your emails across various devices and email clients to ensure a seamless user experience.

3. Use Personalization 

Personalized emails have proven highly effective in capturing attention, engaging leads, and driving conversions. Prospects appreciate personalized offers, content, and takeaways, increasing the likelihood of conversions.

Here’s how you can personalize your email campaigns: 

  • Segment Your Email List. Divide your email list into segments based on demographics, interests, or behavior to deliver more targeted and personalized content to each group.
  • Leverage Behavioral Triggers. Set up automated email sequences triggered by specific lead actions, such as website visits, form submissions, or content downloads, to send timely and personalized follow-up emails.
  • Personalize Subject Lines. Craft subject lines that grab attention by including the lead’s name or referencing their specific interests or preferences. This will make the email feel more relevant and enticing to open.
  • Use Dynamic Content Blocks. Use dynamic content blocks within your emails to show different sections or offers based on the lead’s preferences, past purchases, or browsing history, delivering personalized recommendations or tailored messages.
  • Add User-generated Content (UGC). Share UGC, such as reviews, testimonials, or social media posts from satisfied customers, to add a personal touch and build trust with quality leads.
  • Schedule Birthday or Anniversary Emails. Use personal data to send emails on their birthday or engagement anniversary with your brand, offering exclusive discounts or special offers to celebrate.
  • Recommend Related Products or Services. Utilize data on the lead’s past purchases or browsing behavior to recommend relevant products or services that align with their interests and needs.
  • Use Personalized Recommendations. Leverage machine learning algorithms or predictive analytics to generate personalized product recommendations based on the lead’s behavior or similar user profiles.

Personalization creates a more tailored and engaging experience for leads, which helps capture attention, improve engagement, foster trust, and ultimately increase the chances of converting leads into customers.

4. Segment Emails Based on Subscriber Behavior 

Segmenting emails based on subscriber behavior is a powerful strategy to enhance the effectiveness of your email marketing campaigns. Analyze how subscribers engage with your emails and create targeted segments that receive personalized content.

Here are a few tips for segmenting emails based on subscriber behavior:

  • Engagement Levels. Divide your email list into segments such as “highly engaged,” “moderately engaged,” and “low engagement.” Use these segments to plan your content and messaging accordingly. Highly engaged subscribers may receive exclusive offers or conversion-oriented content, while low-engagement subscribers may be targeted with re-engagement campaigns or personalized informational content to reignite their interest.
  • Purchase History. Create segments of frequent, first-time, or customers who haven’t purchased in a while. By targeting each segment with relevant product recommendations, personalized offers, or exclusive discounts, you can maximize the chances of repeat purchases, customer loyalty, and increased revenue.
  • Website Behavior. Track subscribers’ website behavior, such as page visits, content downloads, or items added to the cart. Then plan personalized emails based on website behavior. For example, you can send follow-up emails with additional information or related content to subscribers who have visited specific product pages. Alternatively, you can send abandoned cart reminder emails to those who have left items in their cart without completing the purchase. 
  • Email Interaction. Create segments for subscribers who regularly open and click on your emails and those who rarely or never engage. Then A/B tests your content and sending frequency to each segment to improve open rates, click-through rates, and overall email engagement.

5. Catchy Email Subject Lines

How many times do you delete an email without reading it? We’re guessing often, especially if it has a boring subject line. 

You’re not alone, though — 47% of email recipients open emails based on the subject line. That’s why you should write subject lines that make your readers crave more.

For example, if you have a celebrity blog site and an email list of engaged readers, you’ll want to focus more on current celebrity news to connect with your audience. To take it further, you should leave a hint of curiosity to pique your subscribers’ interest.

Here’s an example of a great subject line for a celebrity blog:

Subject Line: What Drake Said About Rihanna’s Pregnancy is Shocking!

This subject line is almost certain to get opened, as people will be curious about what Drake said, and if the email’s copy is good, people will undoubtedly want to read the story.

That said, here are four ways you can write click-worthy subject lines:

  • Ask the reader a question to challenge them to connect with your content;
  • Use numbers to reassure your readers that your email has a clear beginning and end;
  • Use emojis to spice up your content and keep readers interested;
  • Use your subscribers’ names in the subject line.

6. Always Use a Strong Call to Action (CTA)

Writing the ideal call to action can make or break your marketing campaign. It’s one of those factors that will directly impact your conversion rates.

Whether you want your prospects to share a blog post on their social channels or complete an opt-in form depends on how you nudge them. Your emails should have a clear and compelling CTA that readers can easily act on.

Use creative and persuasive language to grab your readers’ attention and encourage them to act.

For example, check out the CTA below from Netflix.

strong_cta_example
Image source: Netflix

This CTA’s persuasive text encourages you to use Netflix’s free trial. 

The text above the CTA also informs you that the product is highly flexible and you can cancel anytime. That will boost your confidence and knowledge before you click on the CTA.

Here are a few ideas to help you get more people to click on your CTAs:

  • Start your CTA with a solid command verb;
  • Use words that evoke emotion or excitement;
  • Give your audience a reason they should take your desired action;
  • Take advantage of the fear of missing out (FOMO).

7. Send Emails at the Right Time

Sending emails at the right time is critical to campaign success rates. Understanding your audience’s activity patterns, engagement levels, and locations help you optimize your send times so they see the email right when needed. Here are key points to consider to send emails at the right time:

  1. Analyze Email Open Rates. Analyze your historical email open rates to identify visible patterns and trends. Look for specific days of the week or times when your subscribers are most likely to open and engage with your emails. Use this data as a starting point for determining the optimal sending times for your campaigns.
  2. Consider Time Zones. Consider availability/engagement when scheduling your emails if you have a global audience or subscribers in different time zones. Aim to send your emails when most of your audience is likely to awake and checking their inboxes. Segmenting your email list based on time zones can help ensure that your messages reach recipients at the right time, regardless of their location.
  3. Test and Experiment. Conduct A/B tests to determine the impact of different sending times on your open and engagement rates. Split your email list into two groups and send the same email at different times. Measure the performance of each group and analyze the results to identify the optimal sending time. Repeat this testing process periodically to account for changes in subscriber behavior or preferences.
  4. Use Email Marketing Automation. Use email marketing automation tools to schedule your emails in advance. Set up specific sending times and dates, ensuring your messages are delivered even when you’re not actively monitoring your email campaigns. Automation also enables you to set up triggered emails that are sent based on specific actions or behaviors, allowing for timely and relevant communication.

Also read: Best Time to Send Emails in 2024 (By Email Type)

8. Employ Email Automation

Email automation is all about using technology to schedule emails that reach the right people at the right time by automating recurring tasks. 

Email automation is the most popular type of marketing automation, with 64% of companies using it. And with email marketing having an average ROI of $36 for every $1 spent, this should be enough to convince you to automate your emails.

You can schedule emails based on your audience’s interactions with your company using an autoresponder system or marketing automation tool. For example, when a person subscribes to your newsletter, send them an automated welcome email.

Sender allows you to set up automated email campaigns for lead nurturing easily. Segment your audience and use the built-in automation builder to schedule emails based on custom triggers. 

email_automation_campaign

9. Optimize Emails for Mobile

The majority of consumers check emails on their smartphones nowadays. So, optimizing for mobile and using a responsive email template is a no-brainer tactic to improve engagement.

Here are key points to consider when optimizing emails for mobile:

  • Always Use Responsive Email Templates. Use a responsive email template design to ensure your emails adapt and display correctly on different screen sizes. This ensures a seamless and user-friendly experience for mobile users.
  • Simplify Your Layout. Streamline your email layout to make it easy to read and navigate on mobile devices. Keep paragraphs and sections short and concise, and use bullet points or numbered lists to enhance readability. Use clear and legible fonts and ensure the font sizes are appropriate for mobile viewing.
  • Use Touch-Friendly CTAs. Make your call-to-action (CTA) buttons and links easy to tap on mobile screens. Use larger button sizes with sufficient spacing to prevent accidental clicks. Ensure that buttons and links are prominently displayed and easily stand out. 
  • Preview and Test Across Devices. Before sending your emails, preview and test them across various mobile devices to ensure consistency. Testing helps you identify any issues and make necessary adjustments for an optimal mobile experience.
  • Prioritize Content Hierarchy. Place the most important information and compelling content at the top of your email, as mobile users tend to scroll less than desktop users. Grab your readers’ attention with a strong headline and concise introductory text, followed by the key message or offer. 

Grab your readers’ attention with a strong headline and concise introductory text, followed by the key message or offer. 

10. Split Test to Increase Open and Click-Through Rates

The most effective email marketing campaigns incorporate a high level of creativity but rely on data and testing to ensure they succeed.

With split testing, you can eliminate guesswork from your email marketing campaigns. You can do this by testing specific aspects with a small group of recipients (Group A and B), then send the best-performing campaign to the rest of your audience. 

Split testing is also a quick way to maximize your open and click-through rates since you’ll send your subscribers the best-performing emails.

For example, a video game company optimized its conversion rates using split test results. Using heatmaps, they discovered the “buy now” page wasn’t performing well.

They then simplified the whole buying process by reducing the page’s scrolling alignments in the variant. As a result, lead generation rates increased by 12%.

The most defining elements in split testing are:

  • Content;
  • Subject line;
  • Call to action;
  • Time of day and week;
  • Personalization.

Once you choose the elements to test, you can use the A/B testing tools in your email marketing software to start doing the test.

11. Provide Valuable Content

Valuable content always wins when it comes to the marketing mix. In fact, 70% of people would rather learn about a business through articles than advertisements.

However, top-quality content demands a commitment of resources and time.

A small mistake can result in your prospects unsubscribing from your mailing list. Worse, if you’re perceived as too spammy, users may blacklist your email address, resulting in all your emails in spam folders.

That said, here are four important aspects of creating, delivering, and promoting valuable content:

  • Target your audience’s needs;
  • Be authentic;
  • Remain consistent;
  • Incorporate your content into various distribution channels.

12. Incentivize Referrals from Current Subscribers

An ideal way to generate more leads is to have existing subscribers refer customers to you. According to the Edelman 2020 Report, 39% of people build trust in a brand through peer-to-peer conversations.

Offer enticing rewards to incentivize your current customers to refer their family and friends to your email list. You can also offer free products to consumers to share with their loved ones to organically build brand awareness and loyalty.

However, ensure that your offering is worthwhile, and your subscribers will gladly recommend your email list to their family and friends.

13. Use Gated Content and Content Upgrades

Gated content is online content you can only access after providing your contact information.

The content could be anything: videos, articles, or white papers. The form may only ask for your email address or include other personal info, such as your name or phone number, in exchange for access.

Here’s an example:

gated_content_example
Image source: Shopify

Gated content or lead magnets are effective because they incentivize providing personal details. Typically, visitors will find their way to your site via a blog post they found online.

If that blog post solves their problem, they may want to hear more from you. And you can give yourself another stream of valuable leads by designing an attractive gated content offering.

An example of gated content is content upgrades, which add to a discussion and are a follow-up to the content your readers love. Content upgrades are effective since they’re contextual and relevant without being invasive. So, the reader’s interest is established, making them more likely to convert.

14. Leverage Social Media Channels

Marketers understand how important it is to incorporate social media into their marketing mix. According to ListenFirst’s 2022 Social Media Marketing Trends Survey, 55% of respondents said their brand’s social media spending increased during the 2020 pandemic. In addition, 50.5% of those surveyed added that their social media spend would increase in 2022.

Your social media channels can be an effective tool for growing your email list. So if you’ve not thought about expanding your social media strategy, you could miss out on valuable lead-generation channels.

Every social media channel has a different demographic group, so you can track various audiences and gain detailed insights into each audience and how to market to them.

For example, 33.1% of Instagram users are between 25 and 34 years while 32.5% of TikTok’s audience is between 10 and 19 years.

You can design a marketing strategy for both platforms to learn how each demographic group prefers to be marketed to and what drives most conversions.

You can also add an opt-in form and a sign-up button to your Facebook page to give users more ways to join your email list. Meaning you’ll be able to generate leads on autopilot.

To get the best results on social media, try using tools such as Facebook and Twitter marketing.

Creating Lead Generation Email Funnel

Creating a lead generation email with Sender is easy. Sender’s built-in email design service makes creating an email marketing campaign quick using a refined drag-and-drop editor. 

If you want an easier-to-use, more effective, and affordable email marketing option, look no further than Sender. It features a user-friendly yet powerful dashboard that combines the ability to send out both emails and SMS messages. 

Combine emails and SMSes into a tightly-knit automation sequence to create the perfect high-conversion engine for your business.

lead_generation_email_funnel

Not ready to jump in yet? Try out the FREE Forever plan that allows you to send out a maximum of 15,000 emails to a maximum of 2,500 contacts every month! For a lifetime, yes! 

Key Takeaways 

  • Add lots of CTAs and opt-in forms to your high-traffic pages to generate email leads;
  • Use segmentation and personalization tactics with your qualified leads;
  • Use an automated lead generation or email marketing automation tool to optimize your lead-nurturing campaigns;
  • Pick a lead generation tool with an automated campaign builder based on behavioral or activity triggers. 

Also read:


Author bio

Anmol Ratan Sachdeva is a content marketer and small business consultant who has a strong grip on topics like marketing automation, email marketing, and content marketing. He loves to write about starting, improving, and growing a business.

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