How to Generate Leads via Email Marketing
The more marketing channels you operate, the more opportunities there are to pick up new leads. Here’s how to use email to build customer relationships, promote awareness of your brand, and generate leads.
The ‘Drip Feed’
When you build a customer relationship through the drip feed, each lead should get an introductory email after the initial touch-point, no pressure, but just reminding them that they signed up to receive marketing material from you.
Consent
This email should enable them to easily unsubscribe if they’ve changed their mind, and it is good marketing practice to ask for confirmation that they do want to hear from you (express consent). This helps make sure you don’t fall foul of Australia’s Anti-Spam legislation.
Be useful and relevant
One of the ways you can encourage a positive response is by making the email content entertaining and useful. Depending on your field, this could be anything from exercises to do at your desk, to tips on how to write a business plan.
Drip Feed stages 2 and 3
At an appropriate time after the first email, a week or two weeks, depending on how fast things move in your field, send another email with more useful information. You can repeat this stage at least once. All the time you are building a relationship and you haven’t asked the prospective customers for anything by way of sales.
The prospects are now thinking, “Wow, these guys aren’t going to pressure me and, hey, this is useful stuff!” When they are ready to buy, you are probably going to be the first place they go.
Not just because you haven’t pressured them but also because you’ve created a subliminal sense of obligation by giving them something for nothing.
