{"id":10983,"date":"2021-08-12T11:00:13","date_gmt":"2021-08-11T23:00:13","guid":{"rendered":"https:\/\/pureseo.wpengine.com\/?p=10983"},"modified":"2023-01-30T16:05:11","modified_gmt":"2023-01-30T03:05:11","slug":"email-marketing-best-practices-for-lead-generation","status":"publish","type":"post","link":"https:\/\/pureseo.com\/nz\/blog\/email-marketing-best-practices-for-lead-generation","title":{"rendered":"Email Marketing: Best Practices for Lead Generation"},"content":{"rendered":"

Email marketing is often considered the least understood media channel, but is one of the most important marketing tools<\/a> for gaining leads. Why is this?<\/p>\n

Email marketing is a way to engage your customers in a mutually beneficial conversation. It paves the way for your business to create a positive experience for customers, as well as a chance to address their problems to prevent negative experiences. That is why it\u2019s essential to come up with current email marketing strategies which can adapt to the current needs of your customers.<\/p>\n

Taking time to develop your email marketing strategies will allow you to keep customers engaged, improve lead generation, and boost your overall ROI. Read on to find best practices from New Zealand\u2019s leading\u00a0digital marketing agency<\/a>.<\/p>\n

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What are email leads?<\/h2>\n

Email leads are those people who share their contact details with a business, usually through opt-in forms that are filled out on a company\u2019s website in exchange for a free gift (e.g., an e-book, or a small discount).<\/p>\n

Email leads form the foundation of any email marketing campaign and are important for any business. Through permission marketing, they can be nurtured into loyal customers and can become a key source of revenue for your business.<\/p>\n

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Why an effective email marketing strategy is important<\/h2>\n

According to\u00a0data<\/a>\u00a0from\u00a0statista.com<\/a>, there was a total of four billion email users worldwide in 2019. On top of that, the number of email users is expected to grow to 4.6 billion by 2025. In a recent study<\/a>, Growcode.com<\/a>\u00a0also reported that the ecommerce conversion rate from email traffic alone made an average of 5.3%, which is higher than averages for traffic from search, direct, and social media. The research identified email and referral (5.4%) as the best-performing acquisition channels. In comparison, the conversion rate of social media came to 0.74%.<\/p>\n

This data proves that optimising your email marketing strategies can be a lucrative opportunity for businesses. It\u2019s also important to note that ecommerce conversion rates by traffic source (social media, email, referrals) will have different levels of effectiveness, depending on the industry. With this in mind, we recommend that you take note of which media performs best for your industry and in your country, offering the highest CTR for your business.<\/p>\n

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Email marketing best practices (the basics)<\/h2>\n

Implementing both long-term strategies and applying new tactics to your email marketing can help your business build stronger relationships with your customers and gain new prospects. Below are some of our email marketing best practices that you can use to drive a steady stream of leads to your business.<\/p>\n

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1. Automate your emails<\/h3>\n

Email marketing automation<\/a> through platforms like Mailchimp, allow businesses to automatically send bulk emails to mass audiences consistently and at a set time. Through automation, you can set your email marketing strategies and have automatically personalised emails that further improve your email campaigns and generate leads.<\/p>\n

Specific triggers can be set to send emails to the right subscribers at set times, such as when a customer opts-in to your email list, buys a product, registers for a webinar, subscribes to a service, etc.<\/p>\n

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2. The right email frequency<\/h3>\n

Sending emails to your mailing list randomly isn\u2019t advisable. For one, under-mailing may lead to missed revenue opportunities and over-mailing may lead to decreased engagement. It\u2019s crucial to know when and how often you should contact your subscribers to achieve the best results. To do that, you need to look at your mailing frequency data to maximise your email campaign ROI.<\/p>\n

For example, marketers who send one newsletter per week have been shown to have the highest average open and click-through rates. Aside from average CTRs, one should also look at the total number of conversions generated in relation to your mailing frequency. The optimal mailing frequency will depend on your target market, products, and overall data.<\/p>\n

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2. Focus on timeliness<\/h3>\n

Email marketing crafted based on current events can significantly influence engagement and sales. For example, launching email marketing campaigns during the holiday season may lead to higher chances of conversion. This is because your business is offering customers promotions and discounts at a time when they\u2019re more likely to shop. Therefore, it\u2019s essential to connect your email campaigns to whatever your audience is experiencing in real-time.<\/p>\n

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3. Design clean and concise emails<\/h3>\n

The design and layout of your email are very important when it comes to generating leads. A few best practices to consider when designing your emails include:<\/p>\n