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Email is a powerful channel and can be used for lead generation by capturing users at different stages of the buying cycle. It helps to establish and nurture the relationship with the potential customer, and encourage them to visit a website or a landing page for more information or to make a purchase.
Here are some of the methods that can be used to capturing leads via email.
We can separate the recipients of these emails into three key categories: the new customer, the existing customer, and the evangelist.
We'll now look at how to capture the data on each of these three types of email recipients. So, let's first look at how you capture the information and the data on the new leads, which are your potential customers. By capturing this information correctly on new leads and potential customers, you can tailor your email marketing campaigns towards them, which will help to turn these users into customers.
Some places where you can collect that information are company blog posts. You can gauge content on your blog by requiring the user to give their email address, which you will then email what they were looking for to. The company website. If a user who is visiting your website is interested in what you offer, make it easy for the user to subscribe on almost every page.
Here, you can promote an offer for an e-book or any other free resource, as a great information or deal or discount that they may wish to have. And then, within that, you can provide a link where they can quickly subscribe. Next, we have partners or affiliates. You could run a promotional campaign on a partner's website or email, that requires registration to enter.
This gives you access to their audience, who also might be interested in what you have to offer. And finally, referrals. Provide your current subscribers a way to share your email easily, and add a refer-a-friend link to all your email marketing campaigns, if that is what you wish to do.
Once a user becomes a customer, you will want to keep them interested and stay connected to your brand.
By capturing data on existing customers, you can provide them with up-to-date and relevant information. This ties in very closely with the importance of personalization.
Next, brand evangelists. These are the users with whom your brand has an established relationship and they have gone on to promote your brand and your products on a consistent basis. Potential customers will often trust the opinion of an evangelist over a traditional marketing message, making it incredibly powerful.
This means it is even more important to capture the data on your evangelists.
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Inbound marketing manager @ Poppulo
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, engagement, and the legislation and regulations surrounding data protection underpin an effective email marketing strategy. The module introduces key email marketing tools and techniques and explores subscriber list and email design best practices. It covers how to create, test, and optimize an email campaign that maximizes email open and click rates and provides an overview of the value provided by marketing automation tools.
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