By Paul Houston, Director of Cognition

Many businesses already know that emails can be a great way to create further business from existing customers and prospects, however, it is also a fantastic tool to generate new business too, if used correctly.

For example, companies using email to nurture leads generate 50% more sales-ready leads and at 33% lower cost. And nurtured leads, on average, produce a 20% increase in sales opportunities compared to non-nurtured leads. (Hubspot)

Here, I will give five top tips for converting email leads to prospects.

Focus on an opt-in strategy

It’s important to remember not to spam your prospects with unwanted emails as this can be one of the pitfalls with buying in mass email lists. This will only make people want to unsubscribe and not share your email with others who may have need of your services. The first step to lead generation by email is to make sure you have happy subscribers that enjoy receiving your emails.

Send people valuable offer

If you want people to act on your email you need to make it worth their while. Offers need to feel exclusive and valuable, e.g. ‘for a limited time only’. You need to ensure your marketing efforts provide your customers with information they will truly find useful, be it an informative white paper, a free consultation or discounts.

Include call to action

Calls to action are what drive people to get in touch and should be present in your email marketing campaigns. They need to capture people’s attention and give them the details they need to contact you for more information.

Link to a dedicated landing page rather than your homepage

This might seem minor, but it is incredible how often businesses miss this opportunity. Even if your call to action is about your brand or product (and not an offer like a download), still send the prospect to a targeted landing page that is relevant to what they are looking for. Don’t make them work to find the information by sending them to your homepage. Prospects are impatient and won’t waste time hunting around.

Capture details

Don’t waste this opportunity to build your database. Make prospects fill out a short form in order to access the content. That way you can follow up and move them down the sales funnel.

If you follow these tips you will be on the right road to achieving lead generation success via emails.