6 Essential Ways to Increase Quality Leads via Email Campaigns

Author: Bryan

As B2B marketers, our ultimate goal is to generate quality leads through every marketing initiative. With so many channels and tactics to manage, it’s easy to lose focus. However, over the past few years, email marketing campaigns have proven to be one of the most powerful tools to connect with prospects, nurture relationships, and convert leads, all while maintaining ongoing engagement. Here are six essential ways to boost the quality of leads generated through your email efforts.

Keep the conversation simple

Just because a contact downloaded a free resource doesn’t mean they’re ready to buy. Avoid overwhelming them with heavy communication right away. Start with simple, relevant messages until you better understand their interests. Some users may download a whitepaper purely for research and have no interest in your services yet. Avoid asking for too much upfront. Instead, build their persona organically based on how they engage with your emails.

Segment your audience

Segmentation is the foundation of a successful email marketing campaign. Once you’ve gathered demographic and behavioral data, use it to personalize your messaging. Categorize contacts by industry, buying stage, or behavior to tailor your approach. The earlier you segment your B2B email list, the sooner you can begin targeted lead nurturing that converts.

Additional Read: Learn About the Five Most Common Types of Customer Segmentation

Focus on dormant lists

Marketers often focus and heavily invest on generating new leads. While this strategy is important for businesses to thrive, ignoring the dormant leads could be a costly damage. Macy’s, a chain of department store states they have been seeing more than 20% open rates on the emails from non-paying subscribers. Consumer centric businesses need to have a well-defined nurturing plan in place that helps convert these dormant leads.

Score your leads

Identify which stage of the sales funnel your leads are in. This gives a clear picture about what to market to these audiences. Scoring your leads based on their sales-readiness, opens up more insights about your subscribers.

Devise a content strategy

Content opens up a new medium to tap your audience though targeted communication. A killer content strategy is the most effective tool to move your leads in the right direction of the sales funnel. Someone who prefers educational opportunities abroad would not want to receive your emails on regional universities. Nail down your content strategy to appeal to your leads with specific preferences.

Additional Read: How to Generate Quality Leads Through Marketing Automation

Be fresh and concise

Though this could be the obvious practice to mention, marketers often skip on the opportunity of the hour. Many a times, leveraging trending topics to weave communication that can be related to your business makes it compelling content. At the same time, it is important to note that we are all reaching out to mobile-ready customers. Be concise and create content that is to-the-point.

At Lake B2B, our leads are of high quality and are yet available in large volumes. We generate these leads based on client requirements, ultimately achieving highly specific targeted results. Connect with us on (800) 710-5516 / [email protected] to know more.