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How to drive leads using email marketing and lead scoring
Collecting leads through email is an effective strategy to grow a business. To best generate leads, specific tactics can be used to make the most out of an email lead generation strategy.
What Is Lead Tracking?
Lead tracking documents and categorizes potential clients and customers. By monitoring individual actions, specific data can be collected for the purpose of more effective marketing. Lead tracking can track individual actions such as how many times a representative has interacted with a potential consumer.
Manual lead scoring involves lead-to-customer conversion. This is measured by the number of new customers or clients divided by the leads generated. Predictive lead scoring uses machine learning to identify the best leads according to specific data points.
UTM parameters is a tracking module Google uses to view unique URLs. By using UTMs, a marketing agency can specifically see how a user found that website. Testing the effectiveness of lead campaigns can be particularly useful through using UTMs.
Marketing Automation
Automated lead generation is a marketing process where software is used instead of real people. When lead generating is automated, more time can be spent elsewhere. Several tools to help marketing automation include Lead Forensics, LinkedIn Sales Navigator, and Growbots.
By using the process of lead scoring, a business can understand how this data works best for them. Lead scoring assigns measurable value to each lead that is generated. This can be based off the professional information a lead has submitted or how they’ve engaged with the website.
Some of the most common models of lead scoring are based off of:
- Demographics
- Online user behavior
- Social network engagement
- Spam filters
Depending on the business, some of these methods of scoring may be more helpful than others.
Other Ways To Test
Testing out subject lines is especially helpful for email marketing. Sending a variation of the email campaign to one group and then another to a separate subset is called A/B testing. Even small changes can make a big difference when writing subject lines.
The best subject lines depend on the type of business, but there are a few that tend to do better than others. Adding something personal, but descriptive allows for both information and emotion to come through in one line. All caps and excessive punctuation should be avoided.
Conclusion
Over 4 billion people use email all over the world. Strategies that incorporate data that can be consistently measured over time can prove invaluable to a company. With specific lead scoring methods, email is an effective marketing tool for any business.
