This document discusses lead generation through email marketing. It explains that identifying the right target audience, sending promotional emails, and following up can help businesses generate sales leads. Some key benefits of lead generation are brand building, promoting products/services, targeting customers, and generating qualified leads to increase sales. The document also outlines the standard steps in a lead generation process through email, including selecting the best contact lists, researching customer behavior, promoting emails in stages, following up promptly, and responding to customers.

1. Marketing Path Driven by Customer Success
Effective Lead Generation Through Emails

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Lead Generation Through Emails
Introduction
In a completive business world it is important to reach out to customers, aimed with the following objectives:
1. Right Information
2. Right Channel
3. Right Lead
Hence, to gain a lead through right prospect, effective B2B campaigns need to be delivered to customers. In today’s technology driven communication world reaching out to a customer is not a constraint but reaching out through a proper channel remains a challenge.
Thus evolves ‘Lead Generation’ concept through email. Most marketers have now turned to lead generation through emails as a way to target customers, gain lead and prosper business activity. Even though other open channels such as social media, tele-marketing, direct marketing etc exist, ‘Email Lead Generation’ has proved to be most effective channel to deliver B2B campaigns
Lead Generation Through Emails

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Lead Generation Through Emails
Lead Generation Process
How does an effective lead generation process work? How can a marketer ensure deliverability to the customer?
Steps involved in Lead Generation where a prospect responds to the emails are:-
1. Identify Target- This process involves identifying potential customers, prospects etc.
2. Send Promotional Email - This involves sending introductory promotional email to the prospect in order to inform about the product/service offered.
3. Prospect’s Response - Prospects views email and decides to take action by responding to email.
4. Landing Page View- Prospect will be directed to the landing page to view promotional information offered and sign up to receive further updates.
5. Sales Lead Generation- Prospect turns out as a lead to the sales team, as per the planned process and thus a successful marketing campaign is delivered.
Identify Target
Send email to prospects
Prospect Views Emails
Prospest visits Landing Page
Sales Lead Generated
Invite Internet Visitors
Convert Visitors into Leads
Nurture Leads into Customers

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Lead Generation Through Emails
Why is Lead Generation Necessary?
A marketer intends to attract sales leads to promote business and multiply prospect count towards a campaign. For they need to work out on a strategy to provide deliverable to the prospect. In this process, as a buyer, a prospect is able to get the necessary information about the products/services offered by the business. For a marketer, this is an opportunity to sell the products to potential customers as per the consent obtained i.e. sending campaigns through emails and thus qualify prospect as a lead.
Benefits of Lead Generation For Marketers Brand building activity Promote products/service offered through effective email campaigns Target customers based on location and other preferences Generate and qualify leads to increase sales In-depth knowledge about leads and their preferences Control leads through high conversion rates and flexible pricing plans
For Prospects and Customers Product information obtained directly through email promotions offered by marketers Choice of products from wide range of business opportunities Agree to get information as per customized preference Customers can choose from various pricing plans offered-thus managing budget effectively
Prospect
Product
Marketers
Marketer
Prospect
Lead
Sales

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Lead Generation Through Emails
Lead Generation Approach
It isn’t enough to identify a target and start sending promotional offers. It is essential to obtain leads based on specific criteria through which chances of increasing price based plans to wide variety of target audience are high. In a marketers approach to lead generation, a further search with some of the following elements will help to reach large target audience:
 Industry or SIC Code
 City, State or Region
 Zip Codes
 Email Address
 Key Contact Individuals like CEO,CFO, Management Professionals etc
 Industry based sectors like Agriculture, Travel, Aerospace, Healthcare etc
Marketers can gain an edge over competitors by exclusively selecting the lead lists based on the above criteria. Lead generation through emails can be delivered through the below methods:
1. Email Newsletter-These are emails sent as newsletter campaigns on a periodic basis to the listed subscribers. This is an effective way to build relationship with customers as it informs about product information on a regular basis.
2. Transactional Emails-Transactional emails are triggered upon customer action like email receipt, order
delivery acknowledgement, purchase confirmation, auto generated promotional email etc. This is the best way to gain lead as customers are asked about the product feedback, satisfaction surveys, announcement of special offers etc.
3. Direct Email Marketing- This type of marketing targeting customers with an intention to provide promotional offers, special offers, catalogue lists etc. The list is collected for a specific audience with interest in knowing about promotional offers and thus leads are generated
Email Newsletter
Transactional Emails
Direct Emails

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Lead Generation Through Emails
Key Steps in Lead Generation through Email Achieving success in lead generation through emails require thorough preparation including performing industry analysis, market research, studying customer approach, current marketing trends etc. A marketer can gain a lead through some of the below standardized and result oriented approach:
1. Select Best Contact List- It is essential to find specific target audience hence marketers should search for accurate and best lists such as IT leads, Healthcare leads, Sales leads etc. This will ensure better sales outcome and increase in profits.
2. Research Customer Behavior- Prior to engaging in marketing campaign, research on customer behavior towards the market should be done. This will help marketers land right target for the leads and based on research conducted and acts as an added advantage of knowing customer behavior.
3. Promote Email Campaigns in stages- A customer is a key resource for the business. Developing customer relationship for a long term basis will help in retaining trust thus it is highly essential to promote email campaign in stages. Delivering updated email content on a periodic basis instead of single instance, will strengthen customer relationship and result in gaining frequent leads.
Contact List
Research
Promote Email in Stages
Follow up
Respond

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Lead Generation Through Emails
4. Follow up promptly- When a campaign is delivered a follow up email ensures that customer is aware about the product offered. There also chances of customer missing out initial promotional campaigns due to spam or other reasons but a follow up mail will eventually generate lead suggesting customer’s faith and interest in receiving the repeated offers.
5. Respond to Customers A prompt response to customer’s feedback or a query will help marketers get hold of a lead. This also suggests customers trust in the promotional campaign sent initially and is enough for a marketer to add the customer to the contact list database. Marketer should also be quick to address to any kind request by a customer apart from feedback like product info, price, etc. which can be converted into landing pages. Conclusion Lead generation through email has strengthened customer relationship with businesses and partners-leading to long time commitment and promising constant deliverables
With extensively researched data, standardized lead generation approach and maintenance of high quality contact lists, lead generation through email is a powerful tool to enhance marketing campaigns.