Email Marketing: Best Practices for Lead Generation

If a tree falls in a forest and no one is around to hear it, does it make a sound? If you have a website but no one visits it, is it still visible?

It’s all online these days, and online marketing is the best way to generate leads. If you’re a business owner or work in marketing, you’ll agree that being seen is integral to a business’ success. But it’s about more than just being seen. You want to be seen by the right people at the right time. It’s about generating quality leads.

One of the most cost effective and efficient strategies for lead generation is email marketing. Although it is often overlooked, the humble email is one of the best ways to reach a large mass of people. You don’t need a huge team of staff to put together a simple email, but you are guaranteed to reach a huge mass of people on the other side.

Here are 5 golden rules when it comes to email marketing for lead generation.

High-Value Content

Make your content interesting, educational and relevant. Create a regular newsletter to email out, making sure it contains useful information.

Personalize Emails

Everyone likes to feel special. Set up outgoing emails to address the recipient by their first name, and create a few different versions of emails to cater to each persona. Take into consideration information such as when they signed up, what link they used to discover your site and any other demographic data.

Gate Content

Gate your most sought after content and make your audience work for it. Play hard to get! Create a landing page with a tempting call-to-action (more on that below) so you can gather valuable information about your audience and offer something valuable in return.

Compelling Headlines

Headlines need to capture the attention of the audience. If your email is a newsletter or blog preview and contains a headline, make it compelling. A compelling headline is crucial, because according to Copyblogger, 80% of visitors will read your headline, but only 20% will go on to finish the article.

By remembering a few golden rules, your headline can be the hook that catches the fish.

  • A great headline shouldn’t exceed 62 characters
  • Include specific dates and data
  • Replace words with numerals
  • Give them a reason to stay

Make sure to measure your headline’s success so you can figure out what’s working exceptionally well and what’s not serving your purpose.

For more on headlines and why these golden rules are so important, read the full report here.


A call-to-action or CTA is basically anything that prompts your audience to do your bidding. Buy Now. Download Now. Contact Us – these are all examples of effective CTA. A good CTA will use a strong, imperative verb that conveys a sense of urgency. They should be simple and straight to the point and appeal to the senses. Colour psychology is an important tool when designing a CTA.

Rachel Matela

Rachel is a Filipino Kiwi with a passion for the arts. Having graduated with an Arts Degree in English from UoA, she found writing work at PureSEO as a Junior Copywriter and quickly moved on to the role of Editor. In her spare time, she reads Austen and teaches dance classes in the weekend.

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