Email Lead Generation Made Easy: 15 Proven Techniques

Generating leads through email marketing efforts involves creativity, optimization, and a deep understanding of your audience’s needs and behaviors. If you’re serious about sales leads, we’ve curated 15 best practices that will help you get better results from your campaigns. 

From A/B testing to automation, segmentation to gated content, we’ll uncover tried-and-tested tactics to significantly enhance your lead generation while building meaningful connections with your audience. So, let’s get started.

What are Email Leads?

An email lead is a person who has exchanged their contact info for something valuable, such as an ebook, offer, or gated content. At its core, an email lead is a marketing-qualified lead (MQL) that has shown interest in your product or service. 

The exchange of contact information, such as an email, marks the beginning of a relationship that can be nurtured into a conversion. 

Keep reading to find practical tips and strategies for executing the above plan and ensuring you’re geared to get the most out of your email lead-generation campaigns. 

What is Email Lead Generation?

Now, let’s look at how to start the email marketing lead generation process. 

Think of lead gen email marketing as gardening. Each lead you capture has the potential to evolve into a valuable customer, like a seed that grows into a thriving plant.

It’s a cost-effective and highly efficient way to engage your target customers and move them further into the buyer’s journey by providing relevant information, updates, and offers.

What makes your email lead generation campaigns successful?

Want to implement the above ideas for starting your successful email campaign for generating leads? In the next section, we’ll look at these ideas and more tips.

15 Best Practices for Generating Leads via Email Marketing

As you saw above, generating leads involves a lot of planning. To make it easier for you, we’ve outlined 15 best practices for your lead generation campaign. Let’s look at each one. 

Optimized Opt-in Forms

Optimized opt-in forms are critical for converting casual website visitors into paying customers. A well-timed email opt-in form can effectively power your lead generation engine. 

They’re not just a medium to capture information but are also critical to guiding prospects further along their journey. 

Your opt-in forms should enhance the user experience instead of being intrusive and ensure potential customers don’t drop off halfway through the signup process. 

As an extra measure for collecting high-quality leads, implement double opt-in in your email list building. You won’t get more leads, but you’ll be sure they’re real, interested people.

Build a Quality Email List

Your email marketing success depends on a high-quality list. Here’s how to attract quality leads:

• Offer multiple signup opportunities. Include sign-up forms on your website (blog, homepage, checkout), social media, and during webinars or events;
• Use content upgrades. Offer valuable, gated content (checklists, guides) in exchange for email signups;
• Host online workshops. Attract engaged leads by offering webinars with valuable insights and an email signup option;
• Use double opt-in. Ensure genuine signups and comply with privacy laws;
• Segment your list. Categorize subscribers for targeted campaigns and higher engagement;
• Conduct regular list audits. Remove inactive subscribers to maintain a responsive audience.

Design Clean and Concise Emails

Emails can be easily misunderstood: 64% of people have experienced unintended anger or confusion from emails. Writing clear, concise emails is crucial for engagement and conversions. 

Here’s how to improve your emails:

• Compelling subject lines. Use concise language to convey the email’s value and increase open rates;
• Simple layout. Employ short paragraphs, bullet points, and subheadings for easy scanning;
• Consistent branding. Maintain brand identity with consistent colors, fonts, and imagery;
• Clear call-to-action. Use concise language and prominent placement to encourage desired actions;
• Mobile responsiveness. Optimize layout and design for a seamless experience on all devices.

Use Personalization 

Personalized email marketing is highly effective for engaging leads and driving conversions. Here’s how to personalize your email campaigns:

• Segment your list. Group subscribers based on demographics, interests, or behavior for targeted content;
• Use behavioral triggers. Send automated emails based on specific actions like website visits or form submissions;
• Employ dynamic content blocks. Show different content based on preferences, purchase history, or browsing history;
• Add user-generated content. Share reviews and testimonials to build trust;
• Send birthday/anniversary emails. Offer exclusive discounts for special occasions;
• Recommend related products. Suggest items based on past purchases or browsing behavior.

Personalization creates a more engaging experience, fosters trust, and increases conversions.

Segmentation

Email segmentation ensures your emails align perfectly with the interests and needs of your audience segments. You can categorize your email list into groups based on set criteria or parameters. Or you can use lead scoring to segment your audience and trigger behavioral emails. 

Here are the most common types of segmentation used for an email list: 

One powerful approach is segmenting by subscriber behavior, analyzing email engagement to create targeted segments for personalized content.

Here are a few ideas for using segmentation in your lead-generation campaigns. 

Focus on engagement levels 

Divide your email list into segments such as “highly engaged,” “moderately engaged,” and “low engagement.” Use these segments to plan your content and messaging accordingly. 

Highly engaged subscribers may receive exclusive offers or conversion-oriented content, while low-engagement subscribers may be targeted with re-engagement campaigns or personalized informational content to reignite their interest.

Target using purchase history

Create segments of frequent customers or a customer base who haven’t purchased. By targeting each segment with relevant product recommendations, personalized offers, or exclusive discounts, you can maximize the chances of repeat purchases, customer loyalty, and increased revenue.

Observe website behavior

Track subscribers’ behavior, such as page visits, content downloads, or items added to the cart. Then, plan personalized emails based on their behavior.

For example, you can send follow-up emails with additional information or related content to subscribers who have visited specific product pages. 

Nurture based on email interaction

To nurture your leads successfully through their customer journey you need to take a look at their email interaction.

Create segments for subscribers who regularly open and click on your emails and those who rarely or never engage. Then, A/B test your content and sending frequency for each segment to improve email engagement rates.

Engaging Email Subject Lines

Nearly half (47%) of email recipients decide whether to open an email based on the subject line alone. Therefore, crafting compelling subject lines is crucial for engagement. 

That said, here are four ways you can write click-worthy subject lines:

• Ask the reader a question to challenge them to connect with your content;
• Use numbers to reassure your readers that your email has a clear beginning and end;
• Use emojis to spice up your content and keep readers interested;
• Use your subscribers’ names in the subject line.

Compelling Content

Sharing relevant and valuable content wins the hearts of prospective leads. In fact, 70% of people would rather learn about a business through articles than advertisements.

Here are some important aspects of using content for generating and nurturing leads:

Clear Call-to-Action (CTA)

Writing the ideal call to action can make or break your marketing campaign. It’s one of those factors that will directly impact your conversion rates.

Your emails should have a clear and compelling CTA that readers can easily act on. Use creative and persuasive language to grab your readers’ attention and encourage them to act.

For example, check out the CTA below from Netflix.

This CTA’s persuasive text encourages you to use Netflix’s free trial. 

Here are a few ideas to help you get more people to click on your CTAs:

• Start your CTA with a solid command verb;
• Use words that evoke emotion or excitement;
• Give your audience a reason they should take your desired action;
• Take advantage of the fear of missing out (FOMO).

Send Emails at the Right Time

Sending emails at the optimal time boosts campaign success. To pinpoint the best send times:

• Analyze email open rates. Identify peak engagement days and times from historical data.
• Consider time zones. Schedule emails to reach global audiences when they are most active.
• Test and experiment. Use A/B testing to compare different send times and their impact on engagement.
• Use email marketing automation. Schedule emails in advance and set up triggered emails for timely communication.

At what time precisely, you ask? Find out in this article: Best Time to Send Emails in 2024 (By Email Type)

Employ Email Automation

Automated email workflows, using technology to schedule and send timely emails, is the most popular type of marketing automation, with 64% of companies relying on it. 

Given that email marketing boasts an average ROI of $36 for every $1 spent, automating tasks like welcome emails for new subscribers is a no-brainer for efficient and effective lead nurturing.

Optimize Emails for Mobile

Most people check email on their smartphones, making mobile optimization crucial. So, here’s how to create mobile-friendly emails:

• Use responsive templates. Ensure emails adapt to different screen sizes;
• Simplify your layout. Use short paragraphs, bullet points, and legible fonts;
• Use touch-friendly CTAs. Make buttons large and easy to tap;
• Preview and test on multiple devices. Ensure consistency across smartphones;
• Prioritize content hierarchy. Place key information at the top for easy viewing.

Grab your readers’ attention with a strong headline and concise introductory text, followed by the key message or offer. 

Use A/B Testing

With split testing, you can eliminate guesswork from your email marketing campaigns. You can do this by testing specific aspects with a small group of recipients (Groups A and B), then send the best-performing campaign to the rest of your audience. 

Split testing is also a quick way to maximize your open and click-through rates since you’ll send your subscribers the best-performing emails.

The most defining elements in split testing are:

• Content;
• Subject line;
• Call to action;
• Time of day and week;
• Personalization.

Once you choose the elements to test, you can use the A/B testing tools in your email marketing software to start doing the test.

Use Gated Content and Content Upgrades

Gated content is online content you can only access after providing your contact information.

The content could be anything: videos, articles, or white papers. The form may only ask for your email address or include other personal info, such as your name or phone number, in exchange for access.

Here’s an example:

Gated content or lead magnets are effective because they incentivize providing personal details. Typically, visitors will find their way to your site via a blog post they found online.

If that blog post solves their problem, they may want to hear more from you. And you can give yourself another stream of valuable leads by designing an attractive gated content offering.

An example of gated content is content upgrades, which add to a discussion and are a follow-up to the content your readers love. Content upgrades are effective since they’re contextual and relevant without being invasive. So, the reader’s interest is established, making them more likely to convert.

Focus on Relationship Building

Building relationships through email marketing is like nurturing a friendship: it requires time and effort. Here’s how to foster strong connections with your subscribers:

• Encourage two-way communication. Solicit feedback and preferences through polls or direct replies;
• Celebrate milestones. Acknowledge anniversaries or first purchases with personalized emails or special offers;
• Provide exclusive offers. Make subscribers feel valued with exclusive access to deals and early releases;
• Share behind-the-scenes content. Humanize your brand by giving glimpses into your company culture and processes.

Use Email Lead Generation Tools

Lead generation tools streamline the lead generation process. Don’t just think of these tools as a data-capturing solution. When used correctly, they can automate your entire lead generation pipeline and even convert strangers into customers on autopilot. 

Experienced players use different types of email lead management tools to streamline their efforts. Here are some of the most common types and how they help improve the process: 

Sender can handle everything you need to execute your email marketing strategy. From visual automation workflows to high-converting forms, Sender is designed based on email marketing best practices to save you time on recurring tasks related to lead generation and nurturing. 

The best part is that it’s free to start, and you don’t need to pay anything for up to 2,500 subscribers. So, what are you waiting for?

Typical Errors in Email Lead Generation Emails

You’re putting time and effort into your email lead generation, but are you seeing the results you want? If not, you might be making one of these common mistakes:

• Poor subject lines. A boring or generic subject line is a surefire way to get your lead generation email ignored.  People are flooded with emails every day, so your subject line needs to grab their attention and make them want to learn more;
• Weak or missing call-to-action (CTA). What do you want people to do after reading your email? Download a resource? Visit your website? If you don’t clearly tell them, they probably won’t take any action. A strong, clear call-to-action is essential to convert prospects;
• Lack of personalization. Nobody likes to feel like just another name on your email contact lists. Personalizing your email marketing leads, even with something as simple as using the recipient’s name, shows that you’ve taken the time to understand their needs. This can significantly improve your chances of getting a response;
• Not highlighting benefits. What’s in it for them? People are more likely to engage with your email if they understand how your product or service directly benefits them. Highlight the value proposition clearly and concisely, focusing on the positive outcomes for the reader;
• Ignoring mobile optimization. Many people check their email primarily on their phones. If your emails aren’t optimized for mobile devices, they might be difficult to read, leading to frustration and deletions;
• Overly long content. Keep your email content concise and to the point. People are busy and don’t have time to read long, rambling emails. Get to the point quickly and make it easy for them to understand your message.

Importance of Having an Email Lead Generation Strategy 

Most businesses prioritize lead generation because it helps in increasing sales revenue. 53% of marketers spend at least half their marketing budget to generate email leads.

Email lead generation can nurture qualified prospects through the sales funnel from initial interest to loyal customers and even brand ambassadors.

Here are some of the reasons why you should have an email lead generation strategy: 

• Maximizing ROI. Businesses can attract and convert potential customers into loyal advocates faster, boosting revenue and ROI;
• Targeted engagement. Email automation lets you segment and target your audience precisely through content that resonates with their interests and needs. This personalized approach increases the likelihood of conversions; 
• Building trust and credibility. Email is a direct and intimate channel that helps build trust. By consistently delivering valuable content, such as informative email newsletters, industry insights, and exclusive offers, you can position yourself as a reliable authority in your niche; 
• Automation and scalability. With marketing automation tools, you can set up automated workflows, including welcome emails, follow-ups, and drip marketing campaigns, ensuring timely and relevant communication at scale, even as your lead database grows; 
• Measurable and data-driven. With advanced analytics and reporting tools, businesses can gain valuable insights into open rates, click-through rates, conversions, and other key metrics. This helps optimize your email marketing strategy for better results. 

Creating Lead Generation Email Funnel

If you want an easier-to-use, more effective, and affordable email marketing option, look no further than Sender. It features a user-friendly yet powerful dashboard for sending emails and SMS messages. 

You can easily create a lead generation email funnel. Use Sender’s visual automation builder to set up a behavioral automation sequence. Add forms to pages that drive maximum traffic, welcome emails for new subscribers, and a drip nurture sequence to move subscribers further into the buyer’s journey on autopilot. 

If you want to get started with creating a mail lead generation funnel, check out the following tutorial for setting an automated funnel sequence on your website:

Remember, the best way to take advantage of these tips is to act. So, why not create your first lead gen campaign today?

You might also find these articles interesting:

• Email Marketing Customer Journey: Ultimate Guide for Conversion
• Mastering B2B Ecommerce Customer Journey: the Winning Formula
• 12 Email Optimization Strategies that Work Like a Charm

About author

Camilla Mackeviciute

Author

Sender

Camilla is the content wizard who weaves creativity and strategy into every piece she works on. Her expertise lies in crafting impactful content that drives results.