Bringing in and following up leads with e-mail marketing
Email is ideally suited to lead generation. Why? And how does lead generation with email work? You can read all about it in this blog. We also give you examples of how you, as a web shop, can generate leads (and thus new customers). Read on!
What is lead generation?
Before we tell you all about lead generation, let's start with the basics. What is lead generation anyway? In short, lead generation is expanding your customer base. You do this by collecting new contacts, which you then persuade becoming your customers. As a web shop, leads are, for instance, new newsletter subscribers. They subscribe to the newsletter without directly placing an order.
What makes lead generation different from approaching new customers? When generating leads, you focus on collecting contact details, often in exchange for a quid pro quo. This quid pro quo can be anything. Think of an exclusive product catalog, early access to a new collection or (perhaps most famously) a discount for new newsletter subscribers. You then approach the new contacts with relevant content to encourage them to make a purchase from you.
How to approach leads?
Before you start generating leads, you should think about how to follow up on your fresh leads. There are different ways to approach your new contacts. For example, target the leads with ads on social media or make contact by phone. The disadvantages of these two examples are the costs; these are often higher than the return. So how can you best approach your leads? Via e-mail, of course!
Approaching leads via e-mail has a number of advantages:
- Email is known for its high ROI (Return On Investment). The costs are low while the returns are high.
- E-mail is a low-threshold channel. Anyone can create a great e-mail!
- Emails can be automated.
- E-mail enables personal communication. Even when you use automation.
How to generate leads?
To generate a lead (i.e. get a newcomer to leave their contact details), a quid pro quo is needed. After all, you don't just give contact details to a company without getting something in return, do you? So don't expect your potential customers to just leave you their e-mail address either. Do something in return! Do you find it difficult to think of a quid pro quo for a newsletter subscription? Here are 11 examples:
- A discount code, valid on the first order
- Free shipping, valid on the first order
- Give a product as a gift (for example: free product when spending from €75)
- Give new subscribers access to a loyalty programme
- Limited edition products
- Webinar
- Samples and trial versions
- Early access to the latest collection
- An exclusive product catalogue
- A whitepaper with product usage tips
- A no-obligation consultation
With Reloadify, generating new leads is easy. Thanks to features such as built-in landing pages and pop-ups, you easily collect the contact details of potential customers.
Tips for generating leads
Lead generation can start! Below are 6 additional tips that will make winning new leads even easier.
Seduce the potential lead
Always use a well-kept and professional landing page or pop-up. Reflect your corporate identity and use activating text. Be as original as possible. Don't forget the text in the button! Curious about what works? A few examples for inspiration:
- Capitalise on FOMO (Fear Of Missing Out). For example: "Subscribe today and don't miss a single offer!"
- Be as original as possible. Don't put simple text like "Subscribe" or "Subscribe" in your button, but put positive, short and active text in your button. For example, "Send me all offers".
- Add a (short) testimonial from a current customer. This piece of social proof can persuade a doubting lead to fill in his or her details after all. After all, if that one customer is happy with your emails, your emails will be interesting, right?
Always fulfil your promise
Whatever you have set as a quid pro quo, make sure you always fulfil your promise after you have obtained the contact details. After all, the contact has already kept its side of the promise. Now you have to!
Be clear about what the new contact should expect from his subscription
Honesty is the basis of any (customer) relationship. Therefore, always be transparent and clear about what a new contact can expect from you. Are you planning to put your new contact on the newsletter list? If so, mention this in the subscription field. You score bonus points if you also indicate how often you send an e-mail. Do you send a newsletter every day, every week or every month? Indicate it! The better the contact knows what to expect from you, the better the basis for your relationship.
Comply with the AVG / GDPR legislation
Since the entry into force of the AVG (General Data Protection Regulation) or its European version, the GDPR (General Data Protection Regulation), the rules around who you can email have been tightened considerably. Don't let this put you off! As long as a contact has given permission, you can feel free to e-mail them.
You read it: the contact must actually give permission. So don't start working with purchased e-mail lists but generate your own leads.
Use your form for leads outside your website too
A page (or pop-up) for recruiting newsletter subscribers is the first step. Don't just stick to your website, don't miss opportunities for leads! For example, also link to your subscription page on social media, get physical shop visitors to subscribe too, and put a link to the subscription form in your email signature.
Send relevant content
Make sure you always send emails with relevant content. That sounds more complicated than it is! As long as you don't send outdated, obsolete or expired offers, content will soon be relevant.
💡 Extra tip: let your contact fill in his or her interests. That way, you can easily tailor your e-mails to your newsletter subscriber's interests and you will always be relevant!
