33. The power of press: If your business is featured in an online community publication, the piece is likely to include a link to your business site. Make that link a focused landing page geared toward the publication’s readership. This tactic can work well if you have a regular column, are being consulted as an expert, or are the subject of a piece.
After an email campaign is sent out, it will be important to track and evaluate the success of that campaign. Pre-established metrics should be used to determine success or failure. If a campaign is not performing well, marketers can change the design of the ads, the products being emphasized, or the deals being offered. The flexibility of email makes it easy to implement changes quickly and inexpensively.
Contests can be held on essentially any social network, making them widely accessible. It’s important to clearly state the rules of the contest and follow the network’s promotion guidelines. Your contest prizes should be strictly related to your industry or else you run the risk of getting irrelevant leads who aren’t interested in your product or service.
Persuade them (lightly) on how you can help them. This should be a light touch, and often at the end of the incentive, on why and how you can help them, and why they should go with them. You could end the course with an open ended email, asking them how they liked it, or you can set up simple conditions to send the leads contact info to your own sales people if they reach the end of the incentive but still haven’t reached out to you.
A pop-up form. Try setting pop-ups to trigger when a visitor is slipping away, so you don’t interrupt their experience. Exit-intent pop-ups only show when a visitor moves their mouse off your website, toward the search bar or back button, giving you a second chance to collect their email. Try apps like Privy, Sumo, or JustUno on the Shopify App Store to create your pop-ups.
“Lead generation is about personal connection. At our office, we have created out “Top 50 program” where we designate the top people in our network who have the greatest potential to bring in one piece of business. From there, we look to meet with our contacts once a quarter face-to-face to learn more about their lives and develop a deeper relationship with them. We also host exclusive parties and events which we invite out “Top 50” to including movie nights, parties, etc. Leveraging your network is a great way to generate leads and in order to get those you need to build strong personal relationships with them.”
These are just a few examples of how a brand can use on-event email campaigns to extend the dialogue with customers and personalize their experience. When using on-event emails, it’s easy to “set and forget” them. But because these emails offer a tremendous amount of opportunity for additional sales, it’s important to review their performance among your customer base on a regular basis. If certain emails aren’t doing well, make sure to revisit them and refine their content.
Campaign Monitor customer Rip Curl utilized segmentation and dynamic content to deliver the right message to the right person. For example, they know the gender of their subscribers and where they are located geographically, so they can ensure that females in the United States receive a promotion about bathing suits during the summer months and males in Australia receive an email about wetsuits during the winter months.
The value we provide to potential customers increases their awareness of Moz and earns us consideration when it’s time to look for a tool. If our first interaction with someone was asking them to buy our product, it’s far more likely that we’d be treated like a commodity and judged solely based on our feature set and pricing. Also, we leverage Slideshare’s audience to distribute Rand Fishkin’s SEO presentations to get access to new customers.
If you know how to create an Excel spreadsheet and you have Microsoft Word and Outlook as your email program, you can perform a mail merge that will allow you to send a mass email to customers, clients or other contacts. By merging data from your Excel spreadsheet into an email template, your can tailor your mass email so that it's personalized to each of recipient. Learn how to set up a spreadsheet with contact information and then merge it with an email message in Outlook.
Now open a new browser tab and log into your Gmail account. Click Compose to open a new message. Type a title in the subject field and compose the body of your message. Then type $%headername% anywhere you want to insert column data from your spreadsheet. For example, type Dear $%First Name% if you want each email to use the recipient’s first name in the greeting. Once you’re done, click X to close the message, and it will automatically save to your Drafts folder.
If every subscriber on your list turned into a customer, you’d be in small business heaven. Unfortunately, that’s probably never going to happen. However, you can increase your sales by focusing the right email campaigns on the right people. The secret to doing this is email list segmentation, a process that enables you to nurture each of your list subscribers with the right message at the right time, eventually moving each through your funnel to becoming a customer.
Next, we’ll comb through our catalog of blog posts that are on this broader topic—say something like how to nail your follow up strategy—and we’ll start organizing these posts into a single Google Doc along this cohesive theme. We’ll take inventory of any major gaps that might’ve been overlooked and begin backfilling where necessary, while at the same time removing redundant content that’s been covered already in the book.
Due to the immediacy of email, a business can start seeing results within minutes of its emails being sent. A 24-hour sale is a brilliant marketing ploy that can be utilised by email, as it creates a sense of urgency and convinces subscribers to take immediate action. Businesses typically have to wait weeks until they see sales come in as a result of print or broadcast campaigns and, even then, how can they be sure what was responsible for the purchase?

The lifeblood of a small business comes from good customer service, and thank-you marketing emails are compelling and rewarding to patrons. Customers feel real value when a business takes the time to respond to their experience and ensure that all expectations were met. Thank-you emails should be customized to the consumer and include current and future offers, along with a small token of gratitude, such as a discount on the next purchase.
Email provides the benefit of unlimited space for content. Unlike many social media platforms, you are not limited by character limits or the types of media that you can share with your recipients. Attention spans are short, so it is an email marketing best practice keep the message to the point, but the choice is yours as to how long or short the message might be for each email. Make content easy to scan at a glance and get the main message, but also give readers the option for more information if they want.
To generate brand loyalty and develop a brand persona, companies can write newsletters to connect with their audience. Newsletters should be reflective of brand language and tone while reaching out to subscribers on a personal level. Companies often discuss business enhancements, highlight employee additions or successes, link to new website content, share pictures of office outings, and even ask trivia questions – anything to engage with their audience outside of a sales-driven strategy. It is best to plan these campaigns on a monthly or quarterly basis for consistency to remind subscribers of the human quality of the business. Build trust through interesting communication that is not directly intended to drive specific sales.
Manipulate, filter, import and export mailing list data You will be able to import mailing list data inside SendBlaster mass emailing software from most common sources as Outlook Express, formatted mailing list text files (.CSV format), web pages and the clipboard; it is possible to filter data in a very advanced way, based on the contents of one or more fields, which will allow you to send emails to a specific subgroup of email addresses in a specific list (for instance, only the people living in a certain area, or the contacts that run a specific business) – and all of this without learning any complex database syntax: just point & click, drag & drop!
Persuade them (lightly) on how you can help them. This should be a light touch, and often at the end of the incentive, on why and how you can help them, and why they should go with them. You could end the course with an open ended email, asking them how they liked it, or you can set up simple conditions to send the leads contact info to your own sales people if they reach the end of the incentive but still haven’t reached out to you.
Whenever a prospect, lead, or customer fills out a form on one of your landing pages, a kickback email should automatically get triggered after their submission. Depending on the form, these kickback emails are often referred to as thank-you emails. These emails are mainly for the sake of fulfilling your promise to the user, and storing the information you promised them safely in their inbox.
Attention scarcity is driving a shift from “rented attention” to “owned attention”. Historically, most marketing has been about renting attention other people have built. An example of this would be if you purchased an ad in a magazine or rented a tradeshow booth. But in the noisy, crowded market that today’s buyers live in, rented attention becomes less effective as attention becomes even scarcer. Of course, this is not an either-or proposition; you will ideally use a mix of rented vs. owned attention for your lead generation efforts to be affective.
Most SaaS companies only mention their product very subtly (if at all) in their content, but using this method, you will mention your free trial natively in your body content within your site’s blog posts. The idea is to subtly point out the fact that you have a free trial, your product does X, and it ties in with your blog post because X reason. This should naturally flow in your post content.
All the types of marketing email we have discussed so far assume that you are sending communications to your own email database. If you want to reach a different audience and gain new leads, you might want to try out sponsorship emails. You pay for including your copy in another vendor’s newsletter or dedicated send. Research shows that US firms alone spent $1.51 billion on email marketing in 2011.
Companies can build campaigns centered around events they are hosting or sponsoring to build their brand persona and engage with their customers. Highlighting philanthropy is an easy way to capture the hearts of consumers while subtly persuading them to further patronize their business. Most email marketing platforms have themes and templates for invitations, follow-ups, reminders and thank-you email. Not only can businesses maintain an organized guest list and manage ongoing communication without hassle, but they can also highlight how they are affecting their community, creating brand loyalty among their subscribers.
Email marketing is important for many reasons. For example, it is important because it is highly adaptable. You can make the emails that you send to promote your business so that they suit any need that you might have. You can target many different social groups and adapt the content accordingly. Since the business world is constantly changing, you have to be able to respond quickly to any changes that the marketing experts present.
Now open a new browser tab and log into your Gmail account. Click Compose to open a new message. Type a title in the subject field and compose the body of your message. Then type $%headername% anywhere you want to insert column data from your spreadsheet. For example, type Dear $%First Name% if you want each email to use the recipient’s first name in the greeting. Once you’re done, click X to close the message, and it will automatically save to your Drafts folder.
For instance, when I searched for “best workflow management software”, the rich snippet goes to FinancesOnline.com, one of the leading B2B review platforms. Imagine your company on this list. There’s a high chance your product will be included in what McKinsey calls the “initial consideration set” leading to the “moment of purchase” during the consumer decision journey. You also outmaneuver competitors in high-value keyword searches. This is crucial considering that Google/CEB study found out 71% of B2B searches start with a generic keyword phrase.
Once you've tested the entire roster of emails listed above, you'll see that subscribers respond to some emails more than others. Don't be surprised if they're not just looking out for discounts. After all, email marketing is really about building a long term relationship with your subscribers. That kind of relationship-building requires more planning and variety. In return, you'll get better brand recall and customer loyalty. 

One of the benefits native content has over guest blogging is that more overtly promotional content is often tolerated, which may be beneficial for generating leads in the short-term. With native advertising, your ads are front and center. They catch readers' attention by showing up in places that they're already checking out, instead of in a place that they've grown accustomed to ignoring.
How frustrating is it to book a flight or register for an event and not receive an automatic confirmation email? I know that personally, every time I make an online transaction, I wait impatiently to see that my transaction was complete. After all, nobody wants to worry that they're first payment wasn't processed, only to click the payment button again and get charged twice.
Since I work in the politics and advocacy, I have a lot of customers reaching out to me looking for business lead generation ideas and ways to connect with elected officials, mostly when Facebook, Twitter, and email, all prove ineffective for them. And it’s always the same reason; because all these channels are easily glanced over or ignored. But, writing a letter or calling them up and having a real conversation; that’s difficult to ignore and that’s what always works best.
Emails are still more powerful tool than any other platform like Facebook or Twitter. It simply works great and drive powerful returns. The only thing you need to learn is to use it effectively to achieve the desired results and enjoy the benefits of Email Marketing. Just take some time out to learn the essentials of Email Marketing and implement it in your business for the growth and success.

With email marketing, you are able to quickly and directly reach your current customers and leads on your email list. This direct communication means that you are not limited by the decreasing organic reach of social media. You don’t have to wait months to see organic traffic come to your site through the search engines. You also don’t have to buy PPC or social media ads to start seeing results. With email marketing, your email list becomes an important asset that you can continue to see benefits from for years to come. 

Are you doing everything you can to get the most return on investment (ROI) out of your email campaigns? Here are 14 different types of emails that can help give you a big boost to your email ROI. Perhaps you’ll find some that you could be doing but haven’t yet tried. And if you want to quantify, in dollars, some of your potential improvements from these emails, try our ROI Goalsetter®—the most advanced email ROI calculator and planning tool. You can get it free for 90 days with the promo code “FreeROI2013.”
Undelivered emails - poorly designed emails may not get delivered. Emails that use certain spam keywords in the subject heading or content of the email are likely to be filtered out by email software and internet service providers. If you don’t keep your marketing lists up to date, you will find incorrect email addresses mean your messages won’t reach the right person.
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