As we begin a New Year, lead generation is heating up in many companies. We are all set to make 2012 a great year for business, and one fundamental activity for that to happen is to generate good leads.
In B2B lead generation, email marketing is becoming more and more critical. We are not talking about emailing to thousands of addresses who have never had any contact with you before. We are talking about selectively email potential prospects with the intent to add value to their business. In showing them value, you are creating a “good feeling” for when they think of you.
Quickly plan out five email topics which would be of interest to twenty of your top prospects. Schedule and plan out a campaign using these email topics. Once you have the topics identified, here are 7 easy steps to writing your email:
1.) Draft a captivating Subject Line… make sure to use an Action Verb and a few words that will grab their attention. The subject line should not be long… preferably less than 50 characters
2.) Address your prospect personally… saying something like… “Good morning, John”
3.) In the first sentence of your email, tie back to your subject line. This adds authenticity to your message. This introductory paragraph should only be a few sentences long.
4.) When writing the body of the email, use bullets to grab attention and highlight important parts. Keep the body pretty short, but include links to your website or to helpful tips that add value to your message.
5.) Be sure to have a “Call to Action.” It could be a download from your site, or it could be a request to comment on your blog. Or, maybe you want them to hit “reply” and just give you a short answer of some kind. Show that you have an interest in helping them, and if they just (take your call to action) they will get some more value.
6.) Close with a message that shows that you plan to continue your contact. Maybe say, “Until later” or “I’ll be in touch.” If you say you will follow up, please do.
7.) Finally, be sure to track who opens your emails and who clicks on your links. Then, take action. These are potentially warm prospects… don’t lose them. Help them help you kick off your 2012 lead generation with a great start!
If you need some information on great email marketing software, please email us.
Have a great weekend!