Get More Customers with These Email Marketing Lead Generation Techniques

Email marketing is one of the oldest - and still one of the most effective - forms of digital marketing.

Studies show that email campaigns have an impressive ROI of $36 to $40 for every $1 spent. However, to capitalize on this potential, you need to master lead generation.

Whether you're new to email marketing or looking to improve your strategies, this guide covers everything from acquiring leads to converting them into paying customers.

Stick with us, and you'll learn the techniques to boost your lead generation efforts and grow your customer base.

What Are Email Leads?

An email lead is someone who has given you their contact information. We consider each email lead to be a marketing-qualified lead (MQL), which is one of the earliest stages of the customer journey and, hopefully, the beginning of a long, fruitful relationship. The end goal is to convert that lead into a paying customer.

There are a few types of leads:

• Cold leads have had no prior interaction with your business. They likely found you through search engines or social media.

• Warm leads have engaged with your content before. They've visited your website, downloaded an ebook, or clicked on an ad.

• Hot leads are the most promising prospects. They frequently interact with your brand and are either already customers or have shown clear interest in becoming customers.

Lead generation, therefore, is the process of collecting these customer leads.

But here's the thing: people rarely hand over their email address for no reason. Usually, there's an exchange involved. You need to give them something valuable so that, in return, they give you their contact info. We'll discuss this in one of the sections below.

How to Generate Leads for Email Marketing

There are three key steps to email marketing lead generation:

• Collect leads
• Nurture leads
• Convert leads

A lot of people focus on steps two and three without giving much thought to step one. But that's like counting your chickens before they hatch. You need a solid strategy for getting leads in the first place.

Let's go through several methods for generating leads:

Content Marketing and SEO

The most common way to get quality sign-ups is right on your website. You can place opt-in forms throughout your site to easily collect emails. But you need visitors first, and that's where content marketing and SEO come in.

Content marketing means consistently publishing valuable, relevant written or visual content. This content, optimized for search engines, attracts visitors by answering their questions and solving their problems. The more high-quality content you publish, the more visitors you'll get.

SEO, or search engine optimization, helps those visitors find your content by ranking it higher in search engines like Google. Optimize your pages and posts for keywords people search for in your niche. The aim is to start ranking your content on that critical first page.

Together, these strategies help drive traffic to your website. But what do you do then?

Let's say you have an excellent blog that Google ranks highly and brings in lots of visitors. Even if they love your content, they still need a compelling reason to hand over their email.

You need lead magnets, like gated content. These are free materials, including ebooks, tip sheets, or video training that are only accessible in exchange for contact information. We'll go into more details on these in the next section.

For example, an HR software company could gate industry salary reports, while a makeup brand might gate video makeup tutorials. Offer value first via your content, then collect emails via lead magnets.

PPC Ads

PPC ads - or pay-per-click - is another way to generate leads. It’s expensive, but it can also be very effective with the right campaign. This is often run through Google Ads. Here you can find affordable queries where potential customers might be found. If you present them with an appealing offer that meets their needs, you can score a lead.

For example, suppose that you provide survey software. If you know that many potential customers are seeking survey templates or examples, you could purchase keywords around this and attract them to a landing page that provides templates that make running surveys easier.

This would allow you to capture email addresses in exchange for these templates. This way, you can continue marketing to these potential customers in the hope that they will eventually turn to your software for further assistance in their survey efforts.

Social Media Marketing

While email and social media are often discussed separately, social platforms can be an incredible source of email leads.

Social media is great for reaching new potential leads and getting them interested in your brand. But you can't exactly put an email sign-up form in your Instagram bio.

Instead, your goal is to direct social media followers to your website, where they can then opt-in to your email list. You can do this by linking to your site in your profile, sharing posts that highlight the benefits of signing up, and promoting your lead magnets.

Alternatively, you can run contests or giveaways where an email address is used as the "entry fee." Some brands have even found success with paid social ads that aim to collect leads.

And, of course, don't underestimate the power of social shares. Encourage your followers to spread the word to their own networks for even greater reach. The more you promote email sign-ups on social media, the more leads you'll generate from those platforms.

Buying Email Lists

Buying email lists is a quick and easy strategy, but it has many downsides. This approach often results in poor-quality leads who have no interest in your product or service. The only real "advantage" of doing so is that you instantly gain access to an extensive list of addresses.

Since recipients didn't opt into your communications, they see your emails as spam, which will lead to high spam complaints. This can damage your email deliverability, cause your emails to end up in spam folders, or even get you blacklisted. (You can learn more in How to Avoid Email Spam Filters: A Guide for Marketers.)

Additionally, purchased lists frequently include invalid or outdated email addresses, which means you're risking high bounce rates. So, while buying lists seems like a quick fix, it will likely hurt you in the long run.

Creating an Email Marketing Lead Generation Strategy

The next step before you can reap the benefits of email marketing is to form an overarching strategy. This will help you stay focused and organized as you work to grow your subscriber list and turn those leads into customers.

Without a strategy in place, you might end up taking actions that don't align with your business goals. It's not enough to simply add an opt-in form to your website and call it a day. To generate and nurture leads effectively, you need a game plan.

Additionally, some of these efforts require investments of time or money. Outlining an email marketing lead gen strategy upfront allows you to prepare and budget accordingly down the line.

Create an Opt-in Offer

At the heart of your email lead generation strategy should be a compelling opt-in offer. This lead magnet should be designed to attract subscribers by providing something of value in exchange for their contact information.

Your opt-in offer could be:

• Free guide or ebook
• Webinar or online course
• Industry report or whitepaper
• Email newsletter or content series
• Free tool, checklist, or template
• Coupons or exclusive discounts

Whatever you choose, make sure your lead magnet aligns with your brand and targets the needs of your audience. The offer should provide real value rather than existing solely to collect emails. Ideally, it should be something so valuable that opting in is a no-brainer.

For example, Zapier hosts webinars, all of which require an email address to attend.

Opt-In Form

All right, your visitors have spotted something they want. Now, how do they get it?

Your opt-in form should make the value exchange clear: share your email address in order to access the content being offered.

There are a few different types of opt-in forms you can use:

• Inline form: A form that appears inline with other page content, blending into the design of the page.
• Pop-up form: A form that pops up over the main content, either immediately or after a delay.
• Slide-in form: A form that slides into view from the edge of the page.

Here are some best practices for creating high-converting opt-in forms:

• Ask for consent: Include a checkbox for visitors to actively agree to receive your emails. This ensures you comply with privacy laws like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act). Plus, it weeds out people who aren't genuinely interested.

• Keep it short and sweet: Resist the urge to ask for their entire life story. In most cases, all you really need is a name and email address. The less info you require, the more likely people are to complete your form. In fact, research suggests that fewer fields boosts the number of opt-ins.

• Make it prominent: Don't make visitors hunt for your opt-in form. Place it above the fold, or use contrasting colors to make it pop. The goal is to make it quick and easy to sign up.

• Avoid disrupting the user experience: Pop-ups have their place, but use them wisely. There's nothing more annoying than closing five pop ups before reading through the introduction of a blog post.

• Write clear, compelling copy: Cut the fluff and get to the point. Clearly state the value of your offer and what visitors will get in exchange for their email.

• Incorporate your branding: Your opt-in form is a perfect branding opportunity! Use your logo, colors, and fonts to create a cohesive, professional design.

Testing different opt-in form styles and placements is also recommended. We’ll explore this more later on.

For inspiration, check out this opt-in form from Gartner:

It ticks all the boxes - design in line with brand, concise copy, and a clear call to action. Plus, the offer is very relevant and valuable to their audience.

Landing Page

It's always a good idea to add opt-in forms in places like blog posts and the homepage. But sometimes, it pays to have a dedicated landing page to seal the deal.

A landing page is a standalone page focused solely on promoting your lead magnet and converting visitors into subscribers. It includes all the same elements: eye-catching headlines, a strong value proposition, and a prominent opt-in form.

The main advantage of landing pages is they allow you to deeply focus your messaging around a specific offer. For example, if you just released an ebook, it makes sense to create a tailored landing page detailing the value a visitor will receive by downloading it.

Landing pages also give you a link to share on social media or external sites, driving traffic to your opt-in offer. Visitors land directly on the conversion-optimized page rather than your blog or homepage.

When building landing pages, keep these tips in mind:

• Lead with a benefit-driven headline and emotional hook
• Use concise copy focused only on the offer details
• Include social proof elements like ratings, reviews, or expert badges
• Place CTAs strategically throughout the page to prompt action

Look at this ebook landing page, found on the HubSpot website:

Understanding Lead Scoring

As you start collecting email leads, it's crucial to have a system for evaluating and prioritizing them.

Lead scoring involves defining criteria to grade the quality of your leads and then using this data to focus your follow-up efforts on those most likely to convert.

For example, you may assign points based on metrics like email open rates, link clicks, page views, past purchases, demographics, and more. Leads with the highest scores represent your best sales opportunities.

The main benefits of lead scoring include:

• Identifies hottest prospects for prioritization
• Reduces time and resources spent on cold leads
• Informs future lead gen decisions and offers
• Enables personalized, targeted follow-up

With the right software, lead scoring can be automated based on the rules you define. This takes the guesswork out of determining who deserves immediate attention.

Find the Right Software

Carrying out the strategies we've outlined so far requires specialized tools. The good news is there are plenty of excellent software options to facilitate effective email marketing lead generation.

At Softailed, we use data-driven analysis to rank and compare the top providers. You can instantly compare email service providers side-by-side to find the best fit using our comparison tool to compare email marketing software. We also compile curated lists of top recommendations to simplify your research.

Check out our best picks for top email marketing software for more information.

How to Use Email Marketing to Convert Leads into Customers

By now, you've identified the best ways to attract leads and put a solid strategy in place. Your list is growing and the leads are piling it. But the hard work is far from over. Now is the time to turn those leads into customers.

As your email list grows, you must capitalize on it quickly and efficiently. Let's dive into proven techniques for nurturing your audience to drive conversions.

Build and Maintain List Quality

Before blasting promotions, first make sure you have a targeted, engaged subscriber base. It's not enough to simply accumulate emails. You also need genuine interest.

An emerging method is double opt-in, which requires visitors to confirm their sign-up via email before being added. This extra step weeds out the uninterested who entered fake emails just to access your lead magnet.

You'll also want to clean your list regularly by removing inactive subscribers and invalid emails. Keep a close eye on your bounce rate during your email marketing audits as a high bounce rate hurts your sender reputation.

Personalize Emails with Segmentation

Another way to keep your list engaged is through personalization and segmentation.

Segmentation is the process of dividing your list into smaller groups based on shared characteristics, like:

• Demographics
• Interests
• Purchase behavior
• Email engagement

You can then tailor content specifically for each segment.

For example, let's say you sell outdoor gear. You could segment your list based on past purchases and send different emails to those who bought hiking boots vs. fishing rods. The hiking segment might get an email about an exclusive discount on trail maps, while the fishing segment receives tips for landing a trophy catch.

Share Great Content

At the end of the day, effective email marketing requires consistently stellar content. You can do everything right and get 10,000 leads, but if the emails you send out are subpar, all that effort is wasted.

As such, you must learn and implement best practices around email design. That includes subject lines, copy, aesthetics, send times, and more.

But most importantly, every single email should provide inherent value to the reader beyond just promotions. Teach them something useful or give them exclusive access to discounts. When subscribers receive emails that actually help or entertain them, they'll look forward to engaging with future messages too.

Consider Send Times

A small but mighty optimization technique is carefully considering what days and times you send emails.

Depending on your audience and their habits, certain send times may lead to higher open and click rates. Map out when they are most likely to be checking emails, whether it's first thing in the morning, during lunch breaks, or on Sunday afternoons.

Continually A/B Test

Next, you can A/B test almost every email element to determine what resonates best with your subscribers. A/B testing means sending one version of an email to half of your list and a slightly different version to the other half.

You can then compare open rates and click-through rates between the two to guide future sending. A quick refresher:

• Open rate is the percentage of recipients who opened your email
• CTR is the percentage who clicked on a link within the email (You can read up on more email marketing terminology in our list of 125 email marketing terms.)

The goal is to continually iterate and improve email performance over time through data. For example, you could test two different subject lines on a small portion of your list. Half get subject line A, and half get subject line B. Whichever version gets more opens becomes your winning subject line.

You can also A/B test things like:

• The "from" name
• Preview text
• Email format (plain text vs. HTML)
• Button colors and copy
• Images and layouts

Basically, any element of your email is fair game for optimization. Just remember to test one variable at a time for reliable results.

Provide a Clear and Attractive CTA

People need to be explicitly told what you want them to do next. They may appreciate your informative email, but unless you include a clear call to action, that's where it ends. They will mark it as read and move on with their day.

A compelling CTA tells contacts the desired next step. Maybe that's contacting you to learn more about a service or product. Perhaps it's signing up for a webinar. Whatever it is, make sure your CTA stands out and entices the reader to take action.

Use action words like "Register Now" or "Learn More" to catch readers' attention. Keep it short and sweet to avoid confusion. Also, make it stand out visually for maximum clickability.

Here's how Grammarly does it:

Strategically place CTAs both at the top and bottom of emails to prompt a response whether they finish the email or not.

And, of course, you can A/B test different CTAs to determine which ones convert best.

Employ Email Automation

Marketers have a lot on their plate. They have to manually score leads, set up complex segments, continually A/B test emails, and so much more.

Automation allows you to set predefined rules and workflows that run in the background. For example, you could create a welcome series that triggers as soon as someone joins your list. The first email might thank them for signing up and set expectations for what's to come. The subsequent few emails could introduce your brand, share your best content, or extend a special offer.

Your email marketing automation strategy can also involve setting up behaviors like email opens to trigger targeted follow-up messages or alerts to sales reps about hot new leads. Automated emails are also a great way to re-engage inactive subscribers or reach out to shoppers who’ve abandoned their carts before making a purchase.

The beauty is, you set everything up once and let the software handle the rest. Your leads will feel like they're getting 1:1 attention. On your end, it's all happening on autopilot.

Read: 12 Marketing Automation Best Practices to Implement Right Now

Encourage Referrals

Finally, don't underestimate the power of referrals. Your existing leads can be an incredible source of new leads if you play your cards right. All it takes is a little nudge and the right incentive.

Some ideas for encouraging referrals:

• Include a "Forward to a Friend" link or social sharing buttons in your emails.
• Run a referral contest where subscribers get entries for each new person they refer.
• Offer a discount or freebie to subscribers who successfully refer a friend.

Making the Most of Email Marketing Lead Generation

Forty-eight percent of marketers say email marketing is their most effective online lead generation strategy. When executed correctly, email can forge direct, high-converting relationships with target audiences.

However, mastering the strategies we've explored at scale requires specialized tools. Now that you know how to capture subscribers and nurture them into customers, the only thing left to do is to find software to put it all into practice efficiently.

Our email marketing software Finder Tool allows you to find a personalized solution for your needs. Discover which platform best fits your business and budget today!