Email Lead Generation: How Most Marketers are Getting it Wrong
When it comes to genuine CRM experiences, email is perhaps the best channel to consider in terms of securing an effective B2B appointment setting and lead generation program.
Recent studies indicate why email should always remain as top priority among players within the B2B industry. For instance, Circle Research reveals that at least 42% of B2B marketers find lead generation email marketing as the most effective means of audience communication. Convenience and Convert on the other hand points out that people receiving marketing messages via email spend 138% more than those who don’t.
But despite such positive statistics, email lead generation is still being subjected to scrutiny. First off, spamming continues to be an issue that businesses should try to resolve. There is apparently a need for effective ways to prevent marketing messages from being flagged as spam.
But spam is not the only problem out there. Businesses should also focus on how to shape their content, optimize their landing pages, improve their email send-outs and organize their mailing lists.
Email lead generation seems like it entails a lot of hard work. But much to one’s chagrin, a great deal of effort is needed to create an effective email marketing program that does not fall short of expectations.
Also, it is imperative to avoid usual mistakes marketers make, such as:
Creating ineffective subject lines
According to Convenience and Convert, about 35% of email recipients read their messages based on the subject line alone. Call that a small number, but it might contain high profile decision-makers that focus more on how you present your services. In this sense, compelling subject lines make your messages relevant, inviting potential clients to consider your offers.
Assuming marketing automation lessens personalization
Tailored-email drives impact. But in recent years, with marketing automation becoming the rage in the B2B world, businesses are having second thoughts about setting up effective marketing automation software due to speculations that it negatively impacts email personalization. Actually, automation improves personalization through effective and simple means. Multi-channel marketing services now offer sophisticated software systems that streamlines basic lead nurturing activities like market research, lead scoring and tracking.
Being a little too “prolific”
In this sense, focusing on quantity over quality. Nothing irritates decision makers more than to receive the same marketing messages over and over again. Not only is it likely for them to flag such messages as spam, it can also entail a waste of effort and expenses on the organization that sent those messages. Using marketing automation software, message send-outs can be regulated to minimize spam. Better results are also possible through a B2B lead generation company with expertise in multi-channel marketing.
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