Before an email marketing lead can be generated, a business must have a way to get the names and contact information of people who may be interested in its type of product or service. Although companies can purchase lists based on certain demographical data, marketers may not be able to find out how that information was gathered, making it harder to upkeep. Many business websites will incorporate a capture page or name squeeze to convince visitors to fill out an online form with personal contact information. Although forms can include mailing address and phone number, all that is needed is a person's name and email address. Marketers use a variety of techniques to gain this information: contests, informative newsletters, online tips, free gifts, "buy-one-get-one" offers. To avoid being reported as spam, content on the page must be straightforward, clearly stating that in order to take advantage of the offer, the individual is agreeing to opt in an email list. Businesses can begin to segment lists here by creating various squeeze pages that identify different interests and buying patterns. Each email marketing lead is one step forward to building a prospect database list that turns leads into customers. Until the person chooses to unsubscribe, companies can send various promotions with the hope of securing a buy.
Once a database has been started, marketers can begin communicating with prospects. The key is to take an email marketing lead from prospect to buyer. First impressions are critical. Each message must include an attractive offer. A prospect will lose interest and request removal from a list easily if the business does not promptly capture his or her attention. Create emails that are exciting. Simple, one-page, colorful messages work the best. Grab attention and convince them to click through to the company website to take a very specific action. Be clear. The tone should be personal. Only include a single message that is instantly understood so that the recipient can make a quick decision on whether to act. Multiple messages or secondary information like unnecessary details, price lists, and testimonials will only dilute the impact and confuse the recipient. Focus on the offer and how it benefits the consumer. Products and services must have added value to cut through the clutter of other promotional offers. If it doesn't fit into customers' lives, they won't purchase it or recommend it to others. The best campaigns are tailored toward segmented audience groups. Open and response rates are much higher. Follow-up is easier. The goal is to impact a prospect so he or she will remember the company when ready to make the purchase.
When an email marketing lead is interested in a product and clicks on a link for more information, most companies direct the prospect to a landing page, often specifically created to be used with a particular campaign. With the wealth of information on the Internet today, businesses must continue to capture the attention of interested individuals. On average, visitors spend less than ten seconds looking at a web page before taking action or leaving the site. Landing pages must be relevant and provide exactly what the potential customer is looking for. Headlines and copy must be closely connected with the email campaign. Extra information will only distract them from the original offer. Follow through on the details promised in the email, nothing more. These pages should keep the interest of the customer and continue to direct them into taking the next step - leading them to the next page to make an order, sign up for an event, or take a specific action. Content usually focuses on how the product or service will benefit them personally and special features that are relevant to their lives. Knowing the customer and associated behaviors is key to creating successful landing pages. Measurement should not be based on how many people click through to the page, but on leads generated and action taken. If clickthroughs are high but action is low, there could be a block or miscommunication on the landing page that is losing their interest. "With him will I speak mouth to mouth, even apparently, and not in dark speeches; and the similitude of the LORD shall he behold." (Numbers 12:8)
Companies focusing on generating email marketing leads must take into consideration the mobility that customers use today. Increased technology allows people to check email in a variety of forms, on mobile phones and laptops. Long, vague messages will lose attention and be immediately deleted. Short subject lines are crucial to compete the hundreds of other emails competing to gain attention. Make the sale easy. Keep information short and to the point. Respect the recipient's time, which is already very limited. Don't send too many communications and make each message count. Research the audience before sending anything in order to tailor messages to their needs. Keep track of responses and create follow up campaigns based on those responses. People will respond to email marketing leads if the company offers something unique that will be a benefit. If a product doesn't inherently have some perks, create some. Self-promotion is just the beginning. Build trust and respect with each prospect in order to develop a satisfied customer who will return for future business and recommend products and services to others.
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