Convert Leads via Email Marketing

Everyone knows that Email Marketing is used to generate leads and build lists. However, many do not comprehend the power of using a email marketing tool to increase the conversion rates. Unless leads are converted to customers, there is no meaning in acquiring a large list or buying costly leads through various sources.

Conversion Rates

Research has proved that 70% of leads acquired are either not contacted or poorly followed-up resulting in poor conversion rates. Unfortunately marketers are content with small conversion rates. The reason could be they are so used the direct marketing conversion rates (1% to 2%). In the internet world, the conversion rates can be much higher and the cost of conversion can be much cheaper.

Email Marketing

The prospects can be groomed and nurtured and converted to customers using Email Marketing tool such as LeadPro which integrates email marketing and lead management in one solution.

Email Marketing is not simply bombarding the prospects with email messages to sell products or services. The following factors are critical in email marketing:

• Relevancy of content
• Frequency of emails
• Timing of email

Sophisticated features are available with most email marketing services to target specific segments of prospects and deliver at right times. Blindly setting up automated autoresponders or drip emails without using any intelligence will result in more opt-outs or spam complaints.

Lead Nurturing

Lead Nurturing is a powerful strategy to be used with email marketing. Simple Lead Ranking or advanced Lead scoring methodologies can be used while using email marketing as a follow-up tool. The subscriber behavioral activities such as email opens, click throughs and email forwards can be used to intelligently nurture the leads.

Let us take a look at these strategies in detail in future posts.