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Lead generation and email marketing are two things that go hand in hand when executed correctly. Email is one of the most powerful and cost-effective digital marketing tactics, as we discussed in a previous post. One of the ways marketers and sales professionals alike utilize email is for lead generation.

What is lead generation?

Lead generation is a crucial part of any marketing strategy. This term shows up most commonly when referring to business-to-business (B2B) marketing but can also apply to business-to-consumer (B2C) marketing.

Most people think lead generation is just getting “leads,” collecting names, contacts, identifying interests to follow up on. However, there is much more to lead generation than building your prospect list.

The purpose of lead generation is to focus on collecting information first before moving into making a sale.

When it comes to email lead generation, the primary focus is gathering information on the customer, such as their name and email address. You also can set it up for collecting their specific interests in your offerings, or for tracking their interaction with your content online.

Why use email for lead generation?

Lead generation with email

It doesn’t just stop there. The purpose of generating leads is to convert those leads into long-term customers. Without an effective way to generate leads, your business’s sales will suffer. 

A lead generation strategy is important for helping any business grow and build its marketing efforts. Email marketing is an effective tactic for lead generation for any industry.

Having a good lead generation strategy allows you to promote brand awareness, connect with customers and increase sales. What better way to do it than in their inbox? (Well, other than in person.) However, if you develop your email strategy perfectly, that in-person (or over-the-phone) connection will happen!

According to experts at Keap, research shows that over 48% of marketers believe email marketing is the most effective strategy for generating leads online.

Here are a few tips to consider for your next lead generation email marketing strategy: 

  1. Optimize efforts – You want to reach the right people with the right message. This takes some focus. One way you can do this is lead scoring. Lead scoring is a way you can prioritize your leads better. 
  2. Email organization – It is important that your email design is clean and well thought out. You want to play it safe with a simple design, but don’t forget your call-to-action. 
  3. Subject lines – A good subject line always grabs the attention of the reader. You want them to keep reading. 
  4. Strong call-to-action – This is the most important part of the email. If your call-to-action is lacking or not visible, it will be ignored. Keep it short but make it memorable. 
  5. Use email automation – This allows you to send bulk emails quickly and effectively. Email automation saves time and takes the busy work out of the equation.
  6. Consider a referral program – a referral program is a great way to spread brand awareness and get others involved that may have not otherwise by just passing by. Offer appealing rewards to get customers more invested in your products. 

Lead generation is a key tactic for growing your business. These simple tips can build a very effective marketing strategy. Don’t wait. Email is easy to get started with! Not only can email help with your lead generation but it also can help build brand awareness, build your online community and more.

Connect with LHM Strategic today for more information on getting started with email marketing.

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