You’ve sat for months on end at your desk, planning out your email marketing campaign. You drew flowchart after flowchart, outlining the steps you need to take for a visitor to become a lead, and then, ultimately, convert to a buyer.
But you’ve launched it and — crickets.
Zero leads, zero sales, and frustration bubbling away at the surface.
Take a deep breath and don’t panic. This post is going to walk you through how to capture leads from email marketing in the right way.
Why Should I Invest in Email Marketing?
Let’s first recap on email marketing as a whole. Right now, you’re doubting all of the gurus who told you email marketing is one of the most important methods of marketing out there for new brands. I don’t blame you. After all the effort you’ve put in, gaining zero results is enough to put anyone off email marketing.
But the truth is, email marketing isn’t the problem.
There is statistic after statistic, case study after case study, and overwhelming evidence that email marketing can transform and skyrocket your business.
Consider that, in 2022, two-thirds of subscribers like to receive a branded email at least once a week. And that a whopping 59% of B2B marketers believe that email marketing is the best channel for generating revenue.
Email marketing allows for a more intimate method of communication. Rather than pouring out content to the big, wide world, as you would on social media, for example; with email marketing, it’s just the two of you. Someone’s inbox is more than something on a screen. It represents a smaller space. I like to see it as your lead’s home. You knock on the door by sending an email. If they open it, they’ve opened the door. And then it’s just the two of you having a casual chat.
Personalization converts. That’s undeniable. In a recent study, 88% of respondents said they prefer and connect with emails that feel like they’ve been written personally for them. It’s impossible to personalize content on such a deep level on other platforms, like blogs or social media posts.
Email also allows you to segment your list. This is linked to personalization, too, as you’re able to identify and categorize primary and secondary audiences. These two sets of demographics would receive different pieces of content, which increases your chances of success.
Among a whole other host of benefits, your email list belongs to you. Social media, for example, is problematic if something goes wrong. Without an email list, say your Instagram account was disabled and deleted. Where would you be without it? However, with an email list, you’re assured that those leads are yours. They can’t disappear into nothing.
Why Is My Email Marketing Campaign Not Working?
If your email marketing campaign isn’t working — as in, it’s not collecting leads in the way you expected — you need to look at each component and assess where leads are dropping off.
If, for instance, you’re able to collect leads but they’re not converting, it’s likely that there isn’t enough of a buildup between your welcome email to your sales/promotional email.
However, if you’re not collecting leads at all, there’s likely a problem with your opt-in form. Check that everything is functioning by signing your own email address up to ensure this triggers your sequence.
If this works, and there’s no technological issue, you’ll need to look at your lead magnet. It’s failing to perform, and this could be down to the fact that the lead magnet isn’t delivering value in demand. Your lead magnet might be jam-packed with value, but if it answers a question that your audience isn’t asking, then it’s unlikely to perform well.
Equally, if the lead magnet solves a problem that your target demographic isn’t experiencing, then there’s no need for them to hand over their email addresses to receive it.
How to Do Email Marketing Right
Chances are, if you’re currently dealing with an email marketing campaign that has flopped, you already know some of the basics. That said, we need to revisit them to ensure your foundations are solid. You cannot build a skyscraper without firm, unwavering foundations.
So, with that in mind, here’s how you do email marketing the right way. Zero flopped campaigns attached.
Know Your Audience
And know them well. As with any marketing method, you need to begin with your buyer persona. Comprehend and note down what your audience wants to know. All of your marketing emails need to adhere to your specific audience and their needs.
Set Goals and Highlight Your KPIs
As with any method of marketing, you need to have clear goals by which you can measure success. You’ll have no idea whether something is under- or over-performing unless you have set metrics to monitor and measure them by.
Consider, for example, a goal for your average open rate.
Your key performance indicators need to be measured by data, and they need to be specific to your overall goal.
Create a Lead Magnet (That Your Audience Needs)
As we said before, there’s no point in launching a lead magnet that answers a question nobody asked. The topic you choose to talk or write about needs to be one in demand within your industry.
For example, if I were to launch a lead magnet for copywriters, through extensive research, I’d discover that one of the key areas they need help with is the ability to get more clients. So, my lead magnet would reveal different strategies and methods a copywriter could use to extend their client intake.
It’s important that the lead magnet is packed with value but equally doesn’t give the game away. Always lean on the side of “too much value: though, as this lead magnet is often the first symbol of the value you can bring to your audience’s life. You want it to be packed with a value-based punch.
Plan Your Campaign
Newsletters, brand announcements, value-based emails are three of many categories of email marketing campaigns. Trying to choose the right one is a nightmare for many marketers. Unfortunately, there is no right answer.
The truth is, it’s totally subjective to your brand, your audience, and your goals. The type of campaign you run should be influenced by your segments and lists, ensuring that the recipient best responds to the type you choose.
Create a Schedule Built on Consistency. And Stick To It.
In the business space, you’ll hear the word “consistency” all the time. Sometimes, we become numb to a concept because we overhear it. That’s natural. But if there’s one thing you need to avoid the sense of numbness over, it’s consistency.
As with any method of marketing, email marketing will only work if you’re consistently showing up in your lead’s inboxes. That’s not to say that you need to be in there every day, but it needs to become a routine for your recipients. So, if you plan on emailing your list once a week, then it needs to be once a week every week. You can increase the amount you email them but should try to actively avoid decreasing it.
Plus, you should tell your audience in clear language that you’re going to be emailing them and inform them of when, and how often, they can expect to hear from you.
Can Email Marketing Really Work?
Email marketing is an incredibly useful tool in the digital space. Nowadays, social media is such a massive part of our lives that you’d expect social media content marketing to be leading in terms of revenue increase. However, the statistics show that email is the number one way to boost your revenue.
So, if it didn’t work out this time, look back on each component. Find where it’s broken. Because if you can fix it, you’ll have unlocked a whole new world for your business to grow in.
Liz Slyman
Over the past decade, Liz has worked as a copywriter and digital marketing executive for a multitude of companies from startups to and mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.
