Every single business organization, whether it's a startup or a well-established brand, will look to expand its reach. The first step to business expansion is to generate leads. 85% of the marketers’ primary goal is lead generation through various tools and resources. Among the different tools and strategies available in the market, a lead generation email campaign is one of the best. Evey sales cycle starts with lead generation. If a business organization can focus on a lead generation email campaign right from the initial stage, then the rest of the sales cycle works smoothly with qualified leads. A lead generation email campaig is the most effective strategy to generate qualified leads. Creating quality content and marketing through the email channel can deliver results if it can be done correctly. To plan a proper lead generation email campaign, you have to consider a lot of factors. Here are the top 8 tips from Leadrop in creating a successful lead generation email campaign.

1. Newsletter - A Traditional Tip for a Successful Lead Generation Email Campaign

Creating a useful newsletter is a tried and tested way of developing a successful lead generation email campaign. If you want to promote your brand and stay in the limelight, then there cannot be a better way. The focus should be to make it more relevant and informative to your customers. Most of the newsletters these days are overly self-promotional, while they should be quite the opposite. While crafting the messages, you need to keep the audience's interests in mind. Create the newsletter content focusing on the audience's pain points, FAQs and their interests.

2. Drip Campaigns

Triggered email gets automatically updated when there is a specific action that includes filing a form, downloading something or placing an order. Those emails are later customized according to the audience based on their activity. The problem is, over a certain period, these audiences will unsubscribe. This is the warning sign to correct the email marketing strategy. Yes, every business can use autoresponders, for reminding customers, but then again, too many emails in a week will persuade them to unsubscribe. That’s why it is crucial to keep well-timed autoresponders that will remind customers of your brand but not displease them. Sending once per week is a good start.

3. Gate Your Content

Once you have the content ready, you have to decide whether you want to place in the email or add extra steps for the user to access the content. Gating your content will offer you with a list of much better and qualified leads. Use links in emails that redirects to landing pages where people can enter their information that includes a name and email address to download a whitepaper, a report, a PDF or a link to a free webinar. A lot of marketers think that this can decrease the leads. The truth is, if the content is of value to the customer, then they would want to download similar material without registration. Gated content results in more qualified leads and they can also gauge what interests them.

4. Sharable Emails

A good email will help customers share it on a social network. This, in turn, will increase brand visibility. Here are a few things you can do to share emails.

• Embed pre-formatted tweets within emails
• Adding a signup link to the email to have quick access
• Including social sharing buttons to easily share on social media
• Including an icon for email formatting

5. Segmentation

Segmenting the audience is another important factor for creating a successful lead generation email campaign. This will allow businesses to reach out to customers that have specific requirements. Segmentation will increase relevance which will also affect click rates. Segment your audience based on geography, demography (age, sex, ethnicity), behavior (brand loyalty and user behaviors), psychographic analysis and industry.

6. Calls to Action (CTAs)

CTAs are used for increasing engagement of the readers and performing actions that you desire. This is either included as a button, a link or a text line. When a reader clicks through a call to action, they are redirected to a landing page that has more information on the offer that your business is providing. While creating multiple CTAs in your email, make sure to set up the CTA on top that prioritizes your desired course of action. If the primary call to action falls below, you shall lose almost 70% of the readers. Also, multiple CTAs shall lead to a single landing page, or they shall divert readers depending on prioritized actions. For instance, if you have an event and want to increase the views and engagement, then you have to put that event CTA on the top of the email and the social page CTA below.

7. Match the Email with Landing Page

In a lead generation email campaign it is imperative to ensure that the content in your email matches with the content on the landing page, especially with respect to different factors like the headline, copy, look and feel. If the email speaks about an upcoming event, and you want the readers to click to register for the event, but the CTA redirects them to the social media page, then it will be a total mismatch. Based on your goals, make sure to match your content with the landing page, so that it becomes simpler for the reader. To make things easy for a reader, you can implement the following steps.

• Do not clutter the landing page.
• Opt for a clear call to action.
• Do not ask too many questions
• Try to think like a customer
• Make sure the landing page offer matches with the same offer in the email
• Add tracking tools to check which emails and landing pages are performing better.

8. Creating Mobile Friendly Emails

This is another critical aspect of a lead generation email campaign. Every time you send an email, remember that most of the audiences will open the email on their smartphones or tablets. Not choosing a mobile-friendly email is a big mistake. Compose short subject lines because most of the smartphones can show 40-60 characters of a subject line including spaces. Most of the readers choose to open an email depending on who is it coming from or what the subject line is. So, it will be better to use catchy subject lines.