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Email Marketing 101

How to Cultivate Leads With Email Marketing and Make Money

You can get a lot of leads through email marketing.

There are studies that show 96% of people who visit a website are not ready to buy. That's why you need to use email to find new leads. I wish it were that easy, but it's not. There are many details that go into making an email marketing plan work that turns leads into buyers.

I'm going to talk about all the newest and best ways to nurture email leads in this piece.

Let's get started.

What is Email Lead Nurturing and Why Should You Care?

Lead nurturing is the process of building a connection between a business and a lead at every stage of the path to purchase. Leads that have been nurtured through email are more likely to buy from you, so nurturing them will help your business grow.

It's easy to see why email lead handling is better when you look at these alternatives:


It costs less to email than to mail or call someone. Setting up an email account on a web server and buying the software, hardware, and network connections you need to handle it won't break the bank. It costs less than one or two pieces of direct mail to send a message to everyone in your database. Studies have also shown that email marketing gets more responses than most other types.


Email gets around the gatekeepers who control access to decision-makers. Email can get your message straight to the inboxes of the people you want to reach in your target company, whether you're trying to reach a person, a team, or a department.


It's easy to make emails unique for each person or group in your market. For each group, you don't need to make their own brochures or other printed items. You can change the information in an email so that it fits the wants, interests, and language of certain people.


Email works with the ads you already have in print and on TV, on your website, in sales materials, and in other marketing activities. You can keep your business's image constant and give prospects information that is timely and useful to them by sending all kinds of messages in the same way, from promotional materials to customer service updates, from email newsletters to event announcements.


Mailing people every day through email with friends, coworkers, and business partners is something that many people in your target market are already familiar with. Prospects will do more than just pay attention to you if you look good, use easy language, personalize your message, and show that you know what they need. Also, they will carefully think about your message before choosing whether to answer.

Besides that, email marketing makes $40 for every dollar spent. Good email marketing tools, like HubSpot CRM or Mailchimp, will give you a lot for your money.

It's no surprise that smart small businesses use email to follow up with leads and make more sales. Now, let's talk about the things you can do as a small business owner to keep your leads interested.

1. Grow Your Email List With A Lead Magnet

You can't work with leads that you don't have, right?

You need an email list to get leads. A lead magnet is the fastest way to get more people to sign up for your email list. Getting leads is what keeps a business going.

If you want someone to give you their name and email address in exchange for free content, you're giving them a lead magnet. A lead magnet can also be called an ethical offer, a sign-up bonus, a freemium, an upgrade to the content, or a free gift.

Bribes that are moral can be any kind of useful material, such as:

  • eBooks
  • Guides
  • Audios (eBooks, Podcasts, etc.)
  • Videos
  • Checklists, etc.

You should always remember that the point of your freebie is to get people to give you their email address.

Finding your dream customer is the first thing you need to do before you can make a sign-up incentive. What do they like to do? What kind of information do you think they'd like the most? It will be much easier to make useful killer bribes that will help you grow your email list naturally once you have this information.

So you have a lead magnet. What do you do next?

You need to make sure people who visit your site see it.

This is a key element that will turn your website into a machine that brings in leads.

There are several ways to make sure that people who visit your website see your lead magnet and choose to join your email list. You can get the word out about your free content:

  • On your website header bar
  • Using an exit pop-up sign-up form
  • On your website sidebar
  • In your blog posts as content upgrades

These strategies will help you get more people to see your lead magnets, turn more visitors into leads, and grow your email list. You can also get people to sign up for your newsletters by writing guest posts and posting about them on social media. Another good way to get more publicity and get more leads is to use content syndication networks.

2. Set Goals For Your Email Campaigns

You need a goal for your email campaigns. Here are some likely reasons:

  • To nurture prospects who have requested information from your website.
  • To get sales qualified leads (i.e. prospects who are ready to meet) into your sales funnel.
  • To build relationships with potential customers by sending personal emails that make them feel special.

Having goals helps you have focused campaigns that produce results.

3. Segment Your List For Email Personalization

Once you know what you want to achieve, you can divide your list into groups based on those groups' needs and your own.

Marking everyone on your list the same way kills conversions. That's why you need to divide your list into groups to get more people to convert. Segmenting your email list into smaller groups based on certain factors is what list segmentation is all about. This lets you make email ads that go viral that are more targeted, have better messages, and get more people to interact with each group.

What kinds of groups should you use to divide email lists? There are many choices, but some popular ones are:

  • Geography (divide states into separate segments)
  • Demographics (divide by gender and age demographics)
  • Behavior/Affinity group (segment based on behavior) What they read, purchase, or subscribe to in your email campaigns, e.g. divide customers who have purchased a certain product or who regularly opens emails from you about that topic.)
  • Create a segment for your inactive or unengaged email subscribers.When you first launch an email marketing campaign, make sure that every subscriber on your list receives the message. However, over time, you might find that some of these people no longer want to hear from you. Put them in a separate group.

4. Master Email Marketing Basics

Here are some fundamentals of email marketing that you must master if you want to succeed:

  • Understand your audience. What are they looking for? What do you offer that appeals to them? What are their pain points?
  • Stick to one topic per email. This keeps your email focused. It's easier for people to scan through if there's a clear purpose for each email.
  • Don't include too much text. Use bulleted lists to break up the content and to make it scannable for those who are skimming through their emails.
  • Include an image. Add a photo to each email as this will help to draw attention to your campaign and encourage click-throughs. Also, only use relevant images related to the content of the email.
  • Communicate value in your subject line. Lead with benefits that will make people feel like they need to open it. Your email should be informative and relevant, not self-promotional.
  • Include a preheader. Support your subject line with a captivating preheader to boost open rates at the top of your email that's relevant to the content.
  • Test, test, test. Improve your email marketing response rate with A/B tests.
  • Double Opt-in. If you are implementing a double opt-in process, make sure that recipients receive a confirmation email with instructions on how to confirm their subscription, and that you send a follow-up email if they don't respond to the confirmation.
  • Keep track of open rates, CTR, and unsubscribe rates. These will help you know what works (and what doesn't) in your email marketing and lead to continual improvement.

You should make use of five different email content types in your lead generation strategy. For example, you can create:

  • Welcome email (when someone subscribes for a newsletter)
  • Personal message (when someone fills out a contact form and requests personal attention)
  • Blog post update notification (when you publish an article)
  • Survey questions (when you ask people to take a survey)
  • Product launch notification email (to announce a new product or service)

5. Leverage Email Automation

Modern marketing is driven by marketing technology. When you want to send a message, use email automation rules.

Automation rules let you make complicated processes that are triggered by actions taken by subscribers and other events. In your business email server, for example, you can set up an automation rule that will send a message whenever a user stops using the server. If someone opens your email marketing campaign but doesn't open any of the other emails, you might send them another one. You can also set up a rule that will send sent messages at certain times or days of the week, like between 5 and 6 pm on Wednesdays.

  • Send relevant triggered emails: Based on the goals of your business, you should make sure that every triggered email message is useful to the person who receives it. For example, if a subscriber has shown interest in your goods or services but hasn't bought anything yet, they might like getting an offer on something they've already shown interest in. People who just recently unsubscribed from your email campaign might like getting a triggered message that tells them why they were taken off your list so they don't have to read any more messages.
  • Know what your customers want: The email marketing benchmark report from Marketing Sherpa says that more than half of marketers don't know which goods or services their subscribers are most interested in, and only 41% say they know what's important to customers. This means you'll have to make an effort to ask your customers how we can make their experience better or more up-to-date on a regular basis. You might even want to do some marketing research (for example, use Survey Monkey to create surveys).
  • Use triggered emails to engage buyer's remorse: Many people who join email marketing campaigns aren't sure if they want to buy something, while others are sure they do want to buy something but aren't ready to do it yet. According to Marketing Sherpa, 48% of marketers have made money by sending triggered emails based on what subscribers did, like leaving items in their shopping carts or browsing a certain landing page. One way you could use this to your advantage is to send out a message with a discount code that can only be used for a short time.

6. Roll Out the Red Carpet to New Subscribers With A Welcome Campaign

Sending welcome emails to new users is a great way to both welcome them and show them what you have to offer. It's the first thing people see about your business, so make it good. The best thing? A lot of people read them.

Do you know how many welcome emails you should send?

How many welcome emails you send will depend on how much useful information you have and when you want the user or lead to reply. Four to six replies is a good number. That's enough to get your ideal customers interested in your business and keep your efforts to find new leads from failing.

How can you make your welcome emails more interesting?

  • Use a powerful subject line to boost your open rates, e.g. Welcome [subscriber’s name], You’re In! Grab Your Discount Code, Welcome You Are Now Part Of The Club.
  • Send a friendly email and an excellent content piece for their first interaction with your business. Ask them to subscribe or share if they like the piece.
  • Ask subscribers to follow you on social media, e.g. connect with us on Twitter.
  • Tell them what they can look forward to in terms of email frequency, what’s coming next, etc.

What are some best practices for this set of welcome emails?

If the lead signed up through an automation sequence, make sure it's clear in the subject line that they are now a part of your email promotion. Such as: Welcome to the group.

A quick poll is an important part of a welcome series. The cause? To learn more about the wants and needs of your leads. Here are some questions you might want to think about:

  • What lead source brought them to this email marketing campaign?
  • How did they hear about us? (Insert a message thanking each one for referring their friends or colleagues to your email campaign)
  • What has been their experience with previous automation chains?
  • Do you have any questions for us?

Keep an eye on the number of opens on your welcome emails to see if you are sending the right number of emails. How does sending too many emails in a welcome series make things worse?

  • The lead may get annoyed and not engage.
  • The lead might permanently unsubscribe.
  • You will waste time and money on the email campaign.

Key Takeaway: create a welcome email series that will help establish your business image and build a relationship with your subscriber at the same time.

Lead Generation and Lead Nurturing: A Powerful Combination

That's all there is to lead care.

The process of nurturing leads ends what lead creation began.

You can be sure that qualified leads are ready to buy your goods or services by getting to know them better through email.

Grow your leads and boost your rates and sales right now!

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