Email Marketing for Lead Generation

Email Marketing is still one of the most prevalent and effective forms of inbound lead generation because we all use email daily! Most people are comfortable with email and respond to the form of communication, so its an ideal strategy for B2B marketing.

This post will highlight some email best practices and how you can successfully generate leads with email.

Email Marketing: Lead Magnets

The first step of creating an email marketing strategy is to have a plan for creating your email list that continuously brings new leads in. The best way to do this is to offer your audience content in exchange for their email.

A lead magnet refers to a piece of content that your audience is willing to give you their email for. This way you are immediately providing your lead value, and your audience has the clear understanding of what you offer.

Examples of value-packed lead magnets could include:

To set up a lead magnet, put your offer on the homepage of your website, in a pop-up, or promote it on social media. Create a couple different types of lead magnets to appeal to different personas in your audience.

Email Marketing: Lists

The point of an email list is to have a group of people who are genuinely interested in what you have to say. Even if your email list is small, if the majority of this list are prospect buyers, it will be worth your efforts.

The first step to making sure your email list is mostly warm leads, is to make the unsubscribe button very easy to find in your emails. Letting your email list vet itself will greatly improve your open rates and ensure you aren’t emailing people who aren’t interested in your product/service.

Also, remove all emails that hard bounce. Your email analytics will notify you of each email that hard bounces. These are emails that can no longer be delivered to for a permanent reason. This could be because the email no longer exists, is fake, or your email is blocked by their server. For this reason it is best to require a “confirm email address” email to leads after they’ve submitted their email to your lead magnet.


Email Marketing: Subject Lines

Use an action-oriented subject line that offers to provide value to your clients. It is also recommended to use lower case subject lines so the emails look more like they’re coming from a friend than a business.

Examples of good subject lines:

  • Save 30% on your lead acquisition costs now
  • See 7 proven tips for improving workplace communication
  • How to reduce admin tasks for your business
  • Simplify your account meetings with 1 easy tool
  • Get a sneak peak into 2022 markets
  • CEOs-See a new tool to streamline hiring
  • Case Study: Partnerships that grow businesses

The above headlines are great for B2B and B2C businesses. Here are some other resources for B2C email lead generation:

Email Marketing: Copy

Be value-oriented

As with subject lines, its important to keep your email content short and value-oriented. Make sure your email content addresses your audience’s key pain points, meaning problems they have that your product/service could help fix. Many refer to this as, “talking about benefits, not features”.

Write in second person

It is also important to write in second person, using “you” and “your” when possible. This also lets your readers know you are talking about topics concerning them and their needs.

Keep it clear & concise

When writing emails, remember your email could possibly be one of hundreds of emails in your recipients’ inbox. Keep your email short, and get to the point. This will increase the chances of your recipient understanding the value your offering and possible clicking through to your content.

Email Marketing: Resources

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