Email is only one of the many digital marketing strategies you use for IT lead generation, but it is a powerful one. In fact, the “2018 Email Marketing Industry Report” from Campaign Monitor says that 59 percent of marketers get the most return on investment from their email campaigns.
If you create an email marketing campaign, using your subscribers’ personal information, it helps encourage engagement, trust and builds personal relationships. These relationships turn your subscribers into high-quality leads.
Improving Your Email Marketing Strategy for Better Results
Develop a strong email-marketing plan to drive your IT lead generation efforts. Start with the following basics to increase email responsiveness:
- Concentrate on continually growing your email subscribers
- Optimize all your emails for mobile devices
- Include one CTA button in every email
Use Segmentation for Better Targeted and Relevant Emails
Before sending your welcome and follow-up emails, segment your subscriber list, so you can effectively target your readers. You can divide your list according to purchase history, location, how they engage with you, how they found you, and any other data you can think of. This helps you send the correct information to the people it helps the most.
Welcome New Customers and Keep Them Engaged
Although every business needs ongoing leads, don’t forget to focus on the value of the customers you already have. If you keep them engaged, they’ll buy from you again. Build a relationship with them by sending automated welcome emails. Introduce your brand and personally welcome them.
After the initial welcome email, follow up with content based on your customers’ behaviors. Listen to their responses and adapt your next series of emails to what they hope to gain from your business.
Understand What Your Email Subscribers Need from You
Even though it’s been over 20 years since the introduction of email, it’s one of the few marketing tools that has stood the test of time. Many changes have come about during that time and email has evolved from bulk spam messaging to the personalized, helpful emails of today.
Your subscribers expect engaging email content that offers educational and helpful information. To give your audience what they need, take advantage of analytics and demographics to customize your emails.
It’s No Secret that Targeted, Personalized Emails Are the Key to Generating Leads
When it comes to generating leads, know your target audience and create email content that appeals to each one of your subscribers. When you write your content, include personalized information that helps them with their everyday goals and issues. Your readers want to be heard and treated as individuals, rather than just faces in the crowd.
When you develop your email marketing campaign for IT lead generation, remember to keep it personal. Consider automating your messages so you can stay in contact with your subscribers and customers regularly. Automation also saves you time, as well as making a positive impact on your ROI.