Whether you market in the B2B or B2C space, you likely use email as a primary tactic for lead generation. When used properly, attribution can be tracked from the email open rate to the site visit, and eventual appearance in-store or on your client list. In fact, in 2017, 205 respondents representing Business to Business marketing professionals named email as their top lead generation tactic.

So what should your email include in order to perform better than your competition? With surveys, trivia, or games and loyalty programs at the bottom of the list, many of the ideas that once served you well are becoming obsolete.

Compelling Content for each Stage of the Buying Process

56% of respondents named compelling content as the number one priority of any email campaign. Your customers will grow to trust that opening your communications provide a benefit. This may take time and dedication, but loyal clients are well worth it.

Downloadable Content

Offer the material they just read as a download. But be sure you aren’t just restating already consumed content. The download should be more illustrative, provide further insight, or some other element to surprise and delight the audience — rewarding them for their click and print.

Audience Segmentation

Not everyone cares about every topic, and your audience should be able to opt in or out by sharing their preferences. You don’t want to send an existing client the introductory offer, or the new client the 20% off for the item they just purchased. Know who you are messaging, and be sure the content of the email is relevant to him or her.

Automations

Emails should be sent to your clients based on actions they took, or “triggers.” Take the thank you email, for instance. The completion of a transaction should always trigger a message of genuine gratitude for their business, without the hope of something in return.

80% OF MARKETERS IN NORTH AMERICA NAME LEAD GENERATION AND BRAND AWARENESS AS THEIR TOP REASONS FOR CONTENT MARKETING.

Begin with these tips for your email campaigns, and measure the results. You’ll find what others have found — that compelling content curated for your exact customer will build trust and the feeling of “special.”

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