If used correctly, email is the perfect complement to any lead generation campaign. Not to mention, it’s a known statistic that email boasts a 4400% ROI so you can ensure you’re spending your budgeted dollars in the smartest way possible. The problem is that most people don’t know how to form a template that can create a sense of intrigue with the prospect. Here are a handful of tips to help you create a template that will drive results.
1. Less Is More
There is no reason to pack all your value propositions into a single email. Limit yourself to a single paragraph for your first touch. You want the prospect to be able to capture the message in 5 seconds or less, otherwise, you’re going straight to the spam folder.
2. Personalize It
In other words, don’t use the same cookie cutter template for everyone. Introduce yourself, explain briefly why you’re reaching out, how you found the prospect or company, and go for the call to action. Keep in mind the CTA should be something very soft - usually a phone call or meeting.
3. Utilize Your Signature
This is the best way to provide a face to your company. Like the template, it should be short and sweet but this is an opportunity to include your logo with a URL to your website and perhaps a LinkedIn page to help build trust and be 100% transparent with your identity.
4. Strong Subject Line
According to Convince&Convert, 69% of email recipients report email as spam based solely on the subject line and 35% will open just based on the subject alone. My best advice is to always be testing different ideas. Don’t be afraid to mix things up to see which approach yields the highest open rate. A personal preference of mine is a subject that creates a sense of intrigue.
e.g.) “<Recipients Name> have a minute?” “<Your Company Name> Introduction.” “Hoping to Connect.”
How do you use email in your lead generation campaigns?