How to Generate Email Leads Without Harming User Experience
One way to capture new leads for your email marketing efforts is to (ironically enough) reach them with an Email Lead Generation campaign.
This is where you send a targeted email message to a high-quality list of contacts that you’ve acquired from a reputable data provider. I find that far less people find this method of connection annoying than something like a popup that hinders someone’s attempt to leave a web page. People are regularly cited as preferring their marketing communications come via email, and a targeted email lead generation campaign allows you to reach people with relevant and useful content in a way that feels more personal than other forms of outbound lead generation.
It's important that you know your audience, though. Like any other form of marketing, just sending a message for sending a message’s sake isn’t going to get you very far. You need to determine who your ideal customer is and come up with a content strategy with them in mind. What sort of problems are they trying to solve? How can you present them with content that’s going to help them solve that problem and will encourage them to return to you for info in the future?
Your buyer persona will also help you when it comes to selecting your email list. Again, audience targeting is a huge factor in your campaign’s success, so choosing a reputable data provider is important. A reputable provider will want you to end up with a list that’s aligned with your buyer persona, so you can reach your campaign goals.
Even with a high-quality list, it’s important that you stay on top of the quality of your list. The easiest way to do this is to run your list through an email verifier that will remove any problematic addresses like: spam traps, bad data, old email addresses, moles, and honeypots that have found their way onto your list. This prevents your sender reputation from taking a hit and will help to keep you off of blacklists.
It’s also important to remember that if your email looks like spam, it’ll get treated like spam. Take care to not include any words, phrases, or design choices that might cause a spam filter to send you to the junk folder. A spam checker can be invaluable in helping you craft an email that lands in the inbox.
Now, when sending an ELG campaign, you can’t use just any Email Service Provider (ESP). Most ESPs are only capable of sending to an opted-in list, and while the goal is to add new leads to that list, until they convert you need to reach them with Clickback. Clickback is a specially designed ELG platform that sends your campaigns with 100% CAN SPAM compliance. It uses its own IPs and domains when sending to keep your sender reputation in pristine condition and has a host of features (like a built-in email verifier and a live spam checker) that will help to keep your emails off of blacklists and in inboxes.
Sending an ELG campaign helps you reach a much larger group of contacts than you typically would with your content marketing, so you can convert them into warm, opted-in leads for you to continue to nurture with your existing email marketing or marketing automation strategies.
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