Recommendations for lead generation via e-mail newsletter
Despite the emergence of many different tools for delivering information to potential and existing customers, e-mail is still one of the most cost-effective. In addition, statistics show that about 27% of people prefer to receive information about the brands that interest them through e-mail.
So, we present you the 9 best practices for lead generation:
1. Use motivational phrases
Adding a “stimulus” to the letter header significantly increases the chance that the letter will be read. Even if a person is not interested in the proposed product or service, his attention may well attract the accompanying bonus offer. Many of us buy a set of “coffee + cup” just because of the beautiful cup. Often people stop additional expenses when making purchases. Specify in the header of the letter on the free delivery of any order worth more than N rubles, it will not only create a positive opinion about your store in the buyer’s head, because you take all the associated costs for yourself! Subconsciously, a person will assume that if you do not need to spend money on delivery, then he will be able to buy something else for the “suddenly freed” money. It works in practice and one should not ignore such prompting phrases.
2. Do not abuse fonts and colors
Vinaigrette is beautiful, but not in your letters. Ideally, do not use more than 2 fonts: more prominent to focus the recipient on key information in your letter, and a second font for the rest of the content.
3. Position the key text and the call to action at the beginning of the letter.
If the recipient needs to scroll down to see your main offer or call to action, which you tried to convey to him, then know: with a probability of 70% he will never know about them. A quick look at the mass of “water” without any specific proposals – and the letter goes to the basket.
4. The width of the letter should not exceed 650 pixels
Otherwise, in order to fully read each line or to see the entire picture in your letter, you force the recipient to use horizontal scrolling. Your task is to attract the attention of a potential client, so why should you create additional obstacles for this?
5. Place your logo in the upper left corner of the letter.
Numerous studies show that we are mechanically expecting to see a logo or image in this particular place of a readable letter.
6. Attractive headline
It should not be long. It should be clear and complete. Initially, the recipient reads the title of the letter. If, after reading the title, he did not understand what was waiting for him in the letter itself, he would hardly open the letter.
7. Use an answering machine for opt-in
Many people forget that they have subscribed to someone else’s e-mail newsletter. Using an automated reminder tool will help keep recipients’ attention to your service, but to do this you need to include content interesting for the recipient in the mailing text. The optimal frequency of distribution is 1, 5 and 10 days after the registration of the reader in your distribution system.
8. Link your letters to the landing page.
It is very important that when you go to the target page a potential client has a feeling of continuing to get acquainted with the proposed service or service. There should be no contrast in the transition from the letter to the site. Here, both the uniform style of the letter and the page and the general meaning of the content are important. Do not forget about monitoring tools in order to receive detailed statistics on which letters users are most actively responding to, and which ones are not.
9. Five-second test
Before you start sending a letter, send it to a friend or colleague and ask within 5 seconds after starting reading to say what action it contains. If he answers correctly, then the letter is correct; if not, work on the content and composition of the letter to achieve the “understand after 5 seconds” effect.