3 Best Practices for Email Lead Generation
If a retailer has strategic direction to target and collect email names of "passive buyers," then the tactics may include email capture via tablet at a trade show or on a landing page/Facebook page featuring a lookbook or another branded piece of content. The names gathered via these tactics should receive specific follow-up messages and calls to action that would eventually convert them as customers.
3. Test and evolve. Successful retailers are constantly evolving their approach, messaging, segmenting, acquisition channels and customer engagement. Some areas where retailers can test and evolve include the following:
- Knowing thy customer. When's the last time you sent an email asking customers to leave a review on a recent purchase? Or to update their preferences? Or take a quick survey? These are examples of how to get to know more about the "why" and "how" around your customers.
- Cleaning your list. List hygiene is a commonly overlooked practice when it comes to list building. If a tactic has yielded dormant or inactive email addresses, it's time to remove or try to re-engage them. A simple "We haven't heard from you in a while, are you still interested in receiving our newsletter/update/etc?" can re-energize engagement with your customers.
- Expanding your horizons. Finding ways to integrate your email program with other marketing or sales efforts can only compound the success of your lead generation. Have you seen an uptick in traffic coming to your site from Pinterest? Maybe there's a way to move interested viewers on that sneak-peek board into a prospect list.
Email can represent more than 40 percent of your online-driven revenues. Establishing these steps can help you maximize the (repeat) sales from your current and potential customers.
Erik Harbison is the chief marketing officer at AWeber Email Marketing, a provider of email marketing and autoresponder software.