While outbound email continues to be one of the most effective tools for lead generation, without solid help with your email lead generation program, there can be a lot of pitfalls.
By engaging a professional for your outbound campaigns, you’ll spend more time selling and less time learning how to become an email spam expert. With ever-changing spam filters, the rules are constantly changing and it pays to have an expert partner who does this day-in and day-out.
Here’s how choosing the right partner will help you avoid the top four email marketing mistakes (at least one of which you’re probably making right now.)
Banish Bad Subject Lines
Let’s begin at the beginning. Your subject line is typically the first impression you make with an email recipient. Create a reason for your reader to engage with your message. Tap into pain points, and relate to them in a specific, relevant way (see segmentation for more help here).
BEFORE: Make $$$ with 10% Off Marketing Leads!!!
Dollar signs, exclamation points and percent signs, plus the “make money” offer, are all top spam triggers. Plus, this reads like a subject line we’ve read a thousand times before.
AFTER: Cold Weather ≠ Cold Leads: Boost Winter Sales Now
While subject lines personalized with names are a bit out these days, personalizing to locality, season or holiday can still add value to your subject lines. Ending with a CTA earns extra credit.
BEFORE: Manage Staffing Challenges with Temp Help
Meh. Also, why give away all the info up front?
AFTER: 5 Secrets Top Execs Use to Solve Staffing Problems
Create a reason to open the email by teasing solutions to a common, and serious, problem and tapping into the reader’s desire to be a “top exec.”
BEFORE: Earn More Money with Our Free Consultation
While enticing readers with a no-cost offer seems logical, the word “free” is a major hat-tip to spam filters, as are offers to “earn more.”
AFTER: Reach 10,000 New Clients This Week With One Easy Trick
This headline works on a number of levels, including quantifying potential results, creating an appealing timeline and driving intrigue around “one simple trick,” all while avoiding typical spam trigger words.
With solid email lead generation help, you’ll learn to avoid words and phrases that trigger spam filters. Dump the spammy capitalization and punctuation, and most importantly, banish blandness!
Clean up Your Contacts
Proper email lead generation help will guide you through proper email list hygiene. This means pruning out unsubscribes, hard bounces and even dormant contacts who’ve not opened your messages in awhile. Buying email lists is among the biggest mistakes you can make, while double-opt in protocols are the gold standard in quality list building (and are crucial to meet ominous regulations like GDPR).
BEFORE: With a list of 500 poor-performing addresses for contacts who’ve either never agreed to hear from your or rarely responded to your content, you may earn a meager 10% open rate and are likely damaging your sender domain reputation with each email you send. Result: 50 people read your email.
AFTER: Your expert email lead generation help will instruct you how to shed bad contacts, potentially reducing your list to a smaller, but more relevant 300 contacts. In the process, your open rates will increase substantially among this tighter group (especially if you implement the other recommendations on this list), meaning that an easily attainable 20%-plus open rate will yield 60 opens while keeping your domain reputation spotless.
Even if you work with a fairly narrow prospect pool, each customer within that target pool will have unique needs and parameters and will occupy a different spot in your sales funnel. Sending a single message to blanket every customer or prospect will not only yield poor open rates and response, it misses an opportunity to nurture a unique relationship based on providing relevant and timely information.
Instead, with smart email lead generation help, you’ll learn to segment your email contact lists to create a better customer experience and yield maximum results. In fact, according to the DMA (Data & Marketing Association), segmented emails earn up to 760% more revenue than their non-segmented brethren!
BEFORE: You send a “special offer for new clients” email to everyone in your database, leaving your long-time customers scratching their heads rather than opening and clicking.
AFTER: By implementing list segmentation, your contacts are tagged with their buying history, if they have one, and any other information that might be useful such as location, industry, company size, etc. Emails are sent solely to applicable contacts, reinforcing to each customer and potential customer that you know their business and understand their needs. In the end, your “special offer for new clients” message is delivered only to prospects who’ve not yet engaged with your firm, and veteran clients receive information based on the services they require.
Implement A/B Testing
We’ve talked about the importance of split-testing before, but as one of the most common email mistakes, the message bears repeating. With proper email lead generation help, you’ll know that each time you don’t A/B test your emails, you’re failing to optimize your results. Without split-testing, you’re literally leaving money on the table. Fact is, A/B testing your assumptions can have surprising results.
BEFORE: A major video game developer wanted to send an email to drive pre-sales of their next title. They crafted a message with a 20% discount offer for the pre-sale period and sent an email broadcast to their list.
AFTER: The team decided to test the impact with / without the 20% discount offer. They found, to nearly everyone’s surprise, that the email without the 20% discount incentive actually yielded more than 40% more orders than the email without the offer. Demand for the game — a new installment of a well-known game series — was high and customers clicked the “buy” button as quickly as possible. Keep in mind that not only did the no-promotion offer perform better, but was also more profitable than the 20% discount offering overall.
Get Solid Email Lead Generation Help
Funnel Profit offers professional outbound email lead generation help that maximizes revenue by avoiding these common pitfalls. Contact us for a free consultation >