How to create an email list
Email marketing is a powerful way to get and qualify leads, but without a healthy email list, it just doesn’t work. If your company’s sales process is naturally complex, such as those in the B2B (business-to-business) field, for example, this need is even more indisputable.
What is a good email list for you? In addition to undergoing maintenance and having only active emails, it should be aimed at people who actually read the content of the messages. But it all starts with how you get those contacts.
For example, does it sound promising for you to make market research available to attract leads from a young or teen entertainment audience? One or another user might be interested, of course, but overall the reception wouldn’t be that great.
In this article, you will learn how to organize a lead capture and what resources to use to successfully attract them. Come on!
If you prefer, see this video content:
What strategy to use for the email list?
Why generate leads? The final answer is to sell more, we know, but the more you detail your journey, the more assertive it can become. As a general rule of thumb, if your product ticket is high, you’ll know that generating leads can take a little more work
The logic is simple: if a cheap product weighs little in the pocket of most visitors to your site, most buy without giving much thought to whether it’s worth it. This is the case of those who have a virtual shirt and mug store, for example. But if you sell management software, for example, it’s normal for leads to think for several days whether they’ll buy or not.
So if you don’t think about issues like these, you run the risk of running a short and ineffective campaign to sell a medium to high ticket product or service.
Select the best deals for your email list
Lead capture works the same way, it doesn’t change: offer something free in exchange for a visitor’s contact information. The variable of this process is this “something free”.
Each business profile, each sector, each customer has an affinity for certain types of digital products. Later in this article, you’ll see some examples. Just know that these offers go far beyond so-called digital baits.
Create and promote a landing page
The landing page is the space developed only for conversion, that is, to make the visitor do not want to take any action other than downloading your material and delivering their email for you to add to your list.
So there are a number of tips to generate that “converting atmosphere” that you so badly need to turn your visitor into a lead, such as contrasting and floating call-to-action buttons, objective form, anchor-type navigation, social proof triggers, etc.
Analyze your insights
With a page built from a product that suits your persona and with the appropriate infoproduct for the solution you sell, all that’s left is to follow up on the results. Expect your email list to grow and/or your metrics better, such as higher click-through rates and fewer opt-outs.
Having this analysis step is the biggest differential of email marketing compared to offline marketing. Analyze every step you’ve taken on this lead-gathering journey and it makes it easier to spot the possible mistakes involved.
What to do to generate leads?
Create free content
The most widespread means of generating leads are supposedly useful content, such as the aforementioned surveys, but also checklists, infographics, among others.
Because there are several formats at your disposal, you can create a lot of different material that is relevant to your audience. Take advantage of commemorative dates, moments from the sales funnel and news in your own company (such as selections, interviews and partnerships) to turn them into digital baits.
Develop short courses
Many people still have little sympathy with written materials. In fact, learning that combines visual inputs and text is more comfortable for the brain than just written pages. Also, if this 2020 crisis made many work from home, the last thing people want is extra content to read, don’t you think?
Thus, creating short videos on a subject and putting them together as if they were an online course can be a very smart way to generate contacts. In order to include visitors who are more inclined to read, it is enough to provide a text transcription of what is spoken in the video, so that everyone is satisfied with its content format.
Have a newsletter
A newsletter is like a subscription to a magazine: that regular content and relationship, which you already expect to arrive and when it doesn’t, you feel the difference. It’s interesting to imagine a lead missing a company, right? That’s what relevant content can do for your business.
If you don’t have as much fresh content to share in an email newsletter, you can set aside around three blog posts or some other material already made during the week so that those who haven’t checked it out can still view it.
Make sweepstakes and promotions
In addition to content, people also love to save. Giving a giveaway is okay and, in addition to generating engagement, it can make your visitor share the promotion with friends.
In fact, instead of collecting names or comments for the draw, you just need to request your audience’s emails on your page.
Encourage your readers to forward their emails
At the end of a well-written and content-filled email, or in the delivery of elaborate material, make an invitation for the lead to forward what you have prepared.
In addition to a simple request, you can also generate contests and competitions related to these shares, as many people do with the “follower of the month” on social networks.