So – you want to get leads for your business and honestly, who doesn’t? Getting new leads, calls and clients is the lifeblood of any new or old business. In this article, I will break down 5 reasons why email marketing is vital for lead generation.
Email marketing services is one of the most effective and direct forms of communication out there and if you are not already implementing some form of email into your business, after this article, you will want to!
Let’s get into it, here are 5 reasons why email marketing is vital for lead generation:
1) The Cost
Email marketing is undeniably one of the most cost-effective methods for businesses to reach and engage their target audience. According to a study conducted by the Marketer Hire, the average return on investment for email marketing is an impressive $42 for every $1 spent. Now that doesn’t factor in the cost for hiring an agency to help manage the email marketing side of your business, but even with that additional cost, the returns are impressive.
This statistic alone highlights the cost-effectiveness of email campaigns compared to traditional marketing methods. Unlike costly print advertisements or direct mail, which may have limited reach and incur significant expenses, email marketing allows businesses to achieve significant results on a modest budget. Now don’t get me wrong, I am not bashing on print marketing, as it can be effective, but when it comes to messages sent versus dollars spent, email outstrips them all.
2) Personalisation and Segmentation
Personalisation is a key aspect of successful email marketing campaigns, allowing businesses to create more meaningful and engaging interactions with their audience. With email, you can go a million miles deep when it comes to personalisation and segmentation. By tailoring content to the individual recipient’s preferences, interests, and behaviours, businesses can build stronger connections, increase open and click-through rates, and ultimately boost conversion rates.
If you are not sold on the above, here is an example, imagine you receive an email from Costco promoting a sale. In that email, they highlight everything that is for sale, vacuums, chairs, all the way to milk. Now imagine that same company sent you an email highlighting that they were having a sale, but having recognised that two months ago, you purchased a chair from them, in that email they highlighted all of their furniture products, knowing that you have purchased similar items from them in the past. The personalised, email is obviously going to convert better.
Email marketing platforms offer a range of personalisation options, starting with simple personal touches like addressing recipients by their names in the subject line and email body all the way to dynamic product recommendations as I mentioned above. Studies have shown that emails with personalised subject lines are more likely to be opened and read. Beyond just the name, businesses can leverage customer data, such as past purchases, location, or browsing history, to create hyper-targeted messages that resonate with each recipient.
3) Automated Drip Campaigns
Email Automations are the backbone of any email marketing strategy. They allow a business the ability to streamline and optimise their communication processes. With email marketing automation, businesses can set up pre-defined sequences and triggers, allowing emails to be sent automatically based on specific actions or time intervals.
This automation not only saves time and effort but also ensures that leads and customers receive timely and relevant messages throughout their journey. For instance, businesses can create automated welcome emails to greet new subscribers, follow-up emails after a purchase, or abandoned cart emails to re-engage potential customers.
Like segmentation and personalisation, you can really go a million miles deep with the automations. If you would like to learn more about advanced email flows, check out my article here.
4) Long-lasting impact
Emails’ ability to remain in recipients’ inboxes offers a significant advantage for businesses seeking to enhance brand awareness and drive conversions.
Unlike fleeting social media posts or temporary advertising, emails have a more extended shelf life, allowing recipients to revisit the content, offers, or promotions at their convenience.
This consistent exposure helps reinforce brand presence, keeping businesses top of mind when recipients are ready to make a purchase decision. Additionally, as recipients engage with email content over time, the inbox in which your emails land will gradually improve. What does this actually mean though?
In gmail, you will notice that you have a regular inbox, and a promotions inbox and a social inbox (if you have set these up). As a business owner, our goal is to make sure our emails land in that regular inbox which results in better engagement, more clicks and more sales. As people engage with your emails, email providers see this positive behaviour and begin to push your emails from those promotions folders into the primary folder.
5) Measurable results:
Email marketing platforms such as Klaviyo.com offer detailed analytics, tracking open rates, click-through rates, and conversions. This data empowers businesses to refine their approach, improving engagement and achieving better results. Email marketing is really a game of inches over a long period of time.
By adjusting subject lines and content based on open rates, optimising call-to-action buttons with insights from click-through rates, and analysing conversion tracking, you can make better data-driven decisions. Understanding subscriber behaviour and targeting strategies ensures future campaigns are more effective, driving higher engagement and ROI.
I hope that helps
Obviously I am biassed when it comes to email marketing, seeing as though I run my own email marketing agency. However, email marketing remains an indispensable component of lead generation for any business, whether they be direct to consumer based on business to business based.
By employing the right strategies, businesses can effectively engage with their audience, drive conversions, and foster long-term customer loyalty which then naturally translates into more revenue and sales. Embrace the power of email marketing and unlock its potential to take your lead generation efforts to new heights.
