Is email marketing dead? Not yet. But you have to do it correctly if you’re going to get benefits. Discover how you can get the best ROI from your own email marketing campaigns.
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Best Ways to Use Email Marketing for Lead Generation
In regards to conversions, then no other inbound advertising technique beats email. The cries that email marketing is dead are unfounded. A report by GetResponse shows that email marketing leads convert better than social networking or search leads.
It’s possible to build your reputation and foster trust with your prospects via targeted email advertising. But before beginning advertising, you will need results to send your own messages. You may either select email marketing or email blast advertising. Let us look at the differences between both of these methods:
- Email Marketing – This is permission-based advertising. Here, leads opt-in into your email list, giving you permission to send them your own content.
- Email Blast Marketing – This is unsolicited email advertising. Here, you buy an Email list from a supplier to burst your messages.
Why Choose Email Marketing?
Email marketing is only effective if you send pertinent content to your record, and nurturing leads is all about providing quality content which helps to enhance their lives. When prospects combine your list, you need to be aware of what they’re interested in.
Not everyone is interested in all of your offers. It’s important to check and supply different content e.g., reports, webinars, white papers, blog posts, etc. to better understand your prospects.
For example, a prospect that downloads a white paper might be ready to buy your merchandise while one that downloads a free report might simply want general advice on your offer. Segmenting your prospects to the appropriate areas of the sales funnel is important and can help improve conversions using more targeted content offerings.
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Email marketing leads to better conversions because…
When email leads join your mailing list, you can segment them based on the info they requested. From here, you can then tailor your content to their needs, cultivate them up to the stage when you’re able to qualify them.
Sending targeted educative content can help to position your business as a leader in your niche. You don’t need to get a sale during the first interaction. Providing quality articles will help to build confidence and warm the prospects for purchasing when you say the word.
Building an email list from scratch might not be your thing. However, the results from an excellent email list will speak for themselves. Considering that the prospects have interacted with you before on your site, eBook, webinar or other articles, they’ll be anticipating your emails.
Email Blast Marketing
Some businesses prefer email blast marketing when they would like to construct lists quickly. However, this method isn’t ethical and produces a bad return on investment. Most companies learn the hard way about email blast marketing.
Some businesses use email blast marketing to check the market for their own offers. However, the hazards of using this method far outweigh any advantages. The probability of being banned by your webmail service provider or being fined for unsolicited mailing is too large for your organization. In case you must do email marketing or any other kind of internet marketing, do it correctly.
Here are some issues with the method:
The bounce rate of bulk emailing is large. Most companies that sell emails use words such as”targeted”, “double opt-in”, “verified” and others to lure unsuspecting business owners to purchase the lists. However, the majority of the emails are scrapped online; a vast majority of them are abandoned or not checked anymore by their owners.
Considering that the prospects in the list haven’t interacted with your business before, they will probably indicate your email as spam. Too many spam complaints can lead to difficulties with your internet email service provider and web host.
When you buy a list, you’re not certain of the commercial viability of the prospects. Drilling down to the specific needs of your customers contributes to great conversions. Simply having a general lead magnet for all leads in your industry results in poor conversions.
Email marketing is the most effective method for generating conversions. However, you want to have the perfect offer for every prospect. Therefore, segmentation is vital. You will need to send the perfect deal to a specific target audience that’s interested.
Building your own list may take some time, but is well worth it. Create quality content and drive prospects to the content via landing pages that can allow you to understand their needs.