9 Email Marketing Best Practices to Generate More Leads


9 Email Marketing Best Practices for Lead Generation

1. Use Incentives to Increase Open Rates: When you include an incentive in your subject line, you can increase open rates by as much as 50%. “Free shipping when you spend $25 or more” and “Receive a free iPod with demo” are examples of good, incentive-focused subject lines.

2. Stick to Fewer Than 3 Typefaces: The less clutter you have in your email, the more conversions you’ll experience. Don’t junk up your email with more than 2, or at maximum, 3 typefaces.

3. Keep the Main Message and Call-to-Action Above the Fold: If your main call-to-action falls below the fold, then as many as 70% of recipients won’t see it. Also, any call-to-action should be repeated at least 3 times throughout the email.

4. Keep Your Email 500-650 Pixels Wide: If you go wider than 650 pixels, then you’re asking users to scroll horizontally to read your entire message. That’s a no-no.

5. Put Your Logo in the Upper Left-Hand Side of the Email: Eye tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. Put your logo in the upper left-hand side to ensure it gets the most visibility.

6. Write Compelling Subject Lines: A good subject line should contain no more than 30 to 50 characters. It should also create a sense of urgency, and it should give readers some indication of what to expect once they open the email.

7. Use Auto-Responders for Opt-Ins: Be prepared for your readers to forget they opted in. Set up an auto-responder that reminds people they opted in to your email database. The auto-responder should be sent out 1 day, 5 days, and 10 days after the person registers. Each auto-responder email should include additional content or bonus material to reward the reader for opting in.

8. Closely Tie Emails to Landing Pages: Your landing page should match the email in terms of headline, copy, and content. The look and feel of your landing page should also match the email. And make sure you’re utilizing tracking tools to see which emails and landing pages performed the best.

9. Conduct a 5-Second Test: Send a copy of the email to a friend or business associate. Can they quickly tell what your call-to-action is? If so, you’re golden. If not, keep working.

There are a lot of new tools in a marketer’s tool chest that are getting a good amount of attention these days. But don’t forget about old, yet reliable and faithful tools that can still really help you get the most out of your marketing initiatives.


What is Engagement Marketing?

What is Engagement Marketing? In 25 words or less, it is the basis for modern day marketing especially marketing by email and Social Media.

It is designed to increase Word of Mouth advertising.  Word of Mouth Drives People to Your Door. Your customers’ testimonials carry more credibility than any marketing message you could ever deliver yourself. 90% of consumers trust recommendations from people they know while only 14% trust advertising.

There are 3 main items in Engagement Marketing: (1) Providing a Wow Experience (2) Entice your customers to connect with you and (3) Engage People

1. Create A WOW Customer experience. This is the first step. If you don’t create a WOW experience, then the Engagement Marketing will not work.  The curious thing is that, more often than not, it doesn’t take a lot of money to create the WOW Experience! Do something simple that the competition isn’t doing.

Do something that can be done quickly without costing money. GET CREATIVE!  Small businesses have the tremendous advantage over big businesses because they are more flexible and new and exciting ideas can be implemented quickly without having to get approval from 16 supervisors and not having to play political games.  Get an idea and do it!

2. Now that you have created a WOW experience, capitalize on the customers emotion, ENTICE your customers to connect with you.  Creating opportunities and methods for enticing new customers to connect with you is limited only by your imagination and creativity.

By connecting with you, you can stay in touch with them.  Connections can be established by email, social media and direct mail (It is not dead).  For example, by emailing once a month, even if they don’t open the email, customers see your name and it is refreshed in their minds. If you don’t stay in touch with them, they will forget you.

To help entice your customers to connect with you, offer them something. Offer them, for example, a white paper on business trends or information about the hottest item.  You can also offer them a coupon or a free consultation. Again, get Creative!!

3. Engage People. Engaging with people is not a one-way street. Your goal, whether online or off, should be to drive participation.  There are several items that you will need to engage people. 

First is content in which they are interested.  Examples of this are news, special events and special offers.  Second is a call to action that grips people.  Third is a delivery mechanism such as email, social media and so on.   Lastly, make it easy to interact with you and share your content with others.

I have touched on just the highlights of Engagement Marketing.  I strongly suggest that if you are interested that you purchase the book “Engagement Marketing” by Gail Goodman and it is available at Amazon.