Email Automation

 

Email Automation as a Tool in B2B Lead Generation

From social media to offline conferences, lead generation uses multiple sources but emailing has remained the best channel to reach new audiences. It is simple, effective, and cheap. It brings highly qualified leads. It helps nurture leads and prospects. Every $1 spent on email marketing brings $38. Email is part of marketing campaigns with tremendous results.

However, a successful email marketing effort needs fine-tuning. Today’s business tools make it possible for companies to automate their email outreach. Consult professionals in the appointment setting to make sure your email deliverability and CPRs are not compromised. Email professionals will recommend the best email marketing service and will set up email automation.

Email Lead Generation: How?

With email marketing being one of the best practices for lead generation, your business simply can’t let go of a potential client without getting their email address first. How can you do it?

·   Add a subscription form on a website. Probably all websites have a signup form somewhere on the far left or right side of the page. However, if you want to have as many visitors converted into subscribers as possible, you have to offer them something enticing. A lead magnet. Offer to send some tips and tricks useful for the visitor’s interest or to deliver a monthly digest about innovations in the industry.

·   Add links to your chatbots on social media on a website. Creating multiple channels for the visitors of your website to get their contact details Multichannel forms (links to Telegram, Facebook Messenger, Whatsapp, etc.) will bring you more subscribers than a signup form on its own.  

·   Use social media to sign people up. It is possible to add a sign-up form on your social media profiles too. It will allow you to turn your audience on social media into email leads. Facebook provides sign-up forms and Instagram is on the way.

How to Get the Most from Email Outreach?

Now, when you laid your hands-on a ton of valid email addresses, move carefully and with precision.

Set Up Email Automation

Setting up email automation workflows will get emails sent at the preferred time while you get busy with other important things. You just need to choose a software service, provide a list of email addresses and email texts or templates, and set up specific times.

Email automation is usually triggered by specific events. It is up to you to set up which triggers will cause an email to be sent but usually, email automation is launched when a lead:

·  Signed up for a subscription

·  Bought a product or a service

·  Subscribed to a newsletter

·  Registered for a webinar

Send Drip Email Campaigns

The first email triggered by a single event can launch a fully-fledged drip email campaign where emails one-by-one are sent to a lead on a preset timeline. Thanks to well-chosen triggers, the automated software sends warm, rather than cold, emails to your target audience.

In drip email campaigns, automated sequences of consequent emails are not long. Usually 2 to 5 emails with 2- to 5-day delays in between. Here are examples of drip email campaigns:

·   Welcome new subscribers (3 emails with an incentive to get started in the last email)

·  Welcome new customers (3 emails with information on sales in the last email)

·   Nurture leads and educates about your services (5 emails with a discount code in the last email)

·  Complete the purchase (2 emails, one to let know that you noticed the lead abandoned a cart on the website and the other with an incentive to make a purchase)

·    Promote special offers/events (3 emails)

·    Re-engage inactive customers (3 emails)

Source Link: https://www.newsanyway.com/2021/02/08/email-automation-as-a-tool-in-b2b-lead-generation/