Marketing

7 Things you should say in your lead generation email campaign


Lead generation is a great way of encouraging your contacts to warm to your brand before purchase. Gone are the days of bombarding contacts with information in the hope they buy from you – email marketing must now send focused campaigns to push certain buttons, and to help contacts make an informed decision.

Latest figures show that almost 60% of the buying decision is made before the contact even looks on your site, or enters your store. That’s why it’s so important to get the content of your emails right.

Email is a great way of communicating with your contacts on a personal level – if done correctly.

Here are 7 things your lead generation email campaign MUST say.

1. Show that you know something about them

Your emails need to show that you actually know your contacts – even if it’s something small. You may be collecting information from your contacts as you go through your campaigns, but the info that you already hold should be used.

For example, lead generation is all about sending content relevant to the contact to engage them. Let’s say you own a tutoring business. You may have a wide range of prospects, from beginners, to more advanced students – you wouldn’t send the same content to all of them, as they’ll be at different stages of their learning, and may even be undertaking different exams.

Take your personalisation to the next level, by using more than just a first name. Show them that you care about important details.

2. Show them that you are aware of their needs

Whilst a lead generation campaign should send relevant content, it should also aim to find out more about the contact. After all, marketing that answers or solves a problem is the best kind.

Send content that your contacts will need, or will find useful. And if you don’t know what they need, ask them. Conduct a survey to understand your contacts in more detail. Not only will they benefit, but your company will have a list of engaged contacts that you know through and through.

3. Show your value

Now you know what they need – so how are you going to provide value? If we look back to our tutoring example from point 1, those taking a-level exams will not need information on past GCSE papers, but that would definitely help pupils studying for their GCSEs. Target the correct people with the correct content.

4. Convey why the information is valuable

There’s no point in sending offers or whitepapers, without any context – that won’t help anyone. Explain to them why the content will help them, and what they will learn from it. It’s easy to send content and hope that people view it, but what you should be doing is driving people to your content, and explaining its value.

5. Explain why they should trust you

With every piece of communication you send, your contacts are weighing up whether they should trust you or not. This thought process occurs every time they see your from name, your subject line and your email content.

If you are still building your company reputation, your emails need to spell out that you are trustworthy. To build this trust, ensure you are sending quality content, include a privacy policy, and follow email marketing best practice i.e. include an unsubscribe link and other contact information.

6. Tell them what they would miss

To instil urgency, you need to tell the contact what they will miss if they don’t take up your offer, or download your content. No one likes to feel left behind – the majority of people like to keep up with the latest trends – use this information to create urgency in your contact to encourage them to take action there and then, and not a few weeks/months/days later.

7. Show them how they can help you

No one likes being marketed to. Consumers like to feel as though they are in control and as though they alone have made the decision. Use your email communication to help solve their problems – not yours.

As a marketer, think about how to get to your goals, by turning the tables, and making it about the contacts.

There are lots of way to improve an email marketing campaign – subject lines, from names, data set, the list goes on – but the way you communicate with your contacts is arguably the most important.

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