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Email Marketing Guide: From Finding Emails to Engaging Your Prospects

Image courtesy of (Stuart Miles)/ FreeDigitalPhotos.net

Email is one of the primary business communication tools and one of the best ways to make any business-related offers. If you are serious about email campaigns, this guide will help you find email leads, offer tips on how to engage prospects, and suggest what content one should send out regularly. Dig in for advice on how to make a mass email campaign work. 

Create Profile for the Most Suited Candidate

Getting the name and the contact details of a few hundred people do not ensure that your next marketing campaign will be a success. It can be a complete disaster if you do not put in the time to properly understand your prospects. 

No, you do not need to visit their office and engage in a face to face interview. You have thousands of leads; if you took this approach, it would have taken you months. Then what can email marketers do? 

The easiest way to form an idea about a prospect is to check out their profiles on Facebook, Twitter, and of course, LinkedIn. Facebook and Twitter are a great way to form an idea about your prospects’ thought process. It can help understand their views are on a variety of topics. On the other hand, LinkedIn is a great place to gather information about their qualifications, their skills, their educational background, and so on. 

While going through your prospects’ LinkedIn profile, you may feel like collecting their contact details. For this, you can use a powerful email finder tool called SignalHire. This bulk email finder comes with a browser extension. With a single click, you will see valid phone numbers and emails of anyone on LinkedIn. 

Getting on Instagram might not be a good idea, as marketers can only learn about how a person looks by seeing their pictures.  

Follow A Timeline

Just like any other marketing campaign, you should stick to a fixed timeline for your email lead generation. Whether you have already gathered the email list or are waiting to send your first email, you should set a deadline for yourself. 

Often people justify spending too much time finishing a project by saying they are making sure there are no loopholes. Always remember, every campaign will have some flaws; there is no way you can reduce them all. 

What you can do is keep your expectations to a moderate level and stick to a deadline no matter what. Often the campaign that you spend the least hours on will have the highest engagement. On the other hand, the campaigns you spent the highest hours on will have the least engagement. 

Follow an Interval

After you have the lead list and enough knowledge about your prospects’ likes and dislikes, it is time to send emails and reach out to them. But when should marketers do it? 

There is no specific rule for email marketers to follow, but you should always try to follow a particular interval. Send emails regularly, and do not miss a single window. If you send emails out of the blue and out of whim, your readers might not have a positive reaction. They might see you as a spammer who only sends emails when he has to meet his sales quota. 

Email marketers might face many situations where they will not have the content ready to send with their emails. What do you do in those situations? Do you back down? Or do you send an email anyway? 

It is a better idea to improvise. Gather any spare content you have from the last project, stitch them together, and send the email. Or you can send an email that contains links to a new podcast you just uploaded. 

Prioritize on the Content

Even if you have a large email list, you can’t expect a good engagement ratio if you do not focus on your email content. Don’t consider your prospects as low maintenance. If you continue to treat your prospects the same way, your brand image will eventually be tarnished. 

Marketers attribute a failed campaign to a lack of time. So, it is a better idea to follow a plan that you make beforehand. That way, you will have enough time to create informative content for your prospects. 

Always try to offer value through your emails. Do not just fill it up with hollow words. While doing so, make sure your email is precise and short. Now that might be a seemingly hard balance to hit, but you can do it in seconds with practice. 

If you do not have anything special to say in an email, but you cannot miss out on an email window, send a summary of a new blog you just published on your site, and invite your recipients to visit your website. 

Define your Needs

Now, to avoid disappointment, you must define your needs first. What is it that you are aiming to achieve with your next marketing campaign? Are you trying to make more sales, or are you trying to make more people visit your website? 

If your goal is to get more traffic to your website, place proper CTAs with the right texts that call out your prospects and motivate them to visit your website. 

If your goal is to make more sales, explaining the new features and design improvements you have made to your existing product is always a wise call. 

Now when executing an email campaign, you should not be afraid of rejection. It is part of every marketing campaign. Try to learn your mistakes and improve yourself with time. 

Send Follow up Emails

Sending an email is only half the work. If you sit back, open yourself a cold can of beer, and ponder that your work for the day is done, you’re mistaken. No matter how positive your email open rate is for a certain campaign, you should always send a follow-up email. 

If the last email you sent was to make an announcement or promote a discount offer, let your leads know that you are serious, and they will miss out on a great opportunity if they don’t take this email seriously too. 

You can take help from many email tracker tools. These tools are capable of fetching information about how many people opened your email, how many people simply ignored it, and how many forwarded it to another friend. 

Remember the email finder tool we discussed earlier – SignalHire? This tool also has a bulk email sender feature. Find out more here signalhire.com. 

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Marc Wheeler

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