Despite the numerous new ways and strategies available today for lead generation and conversion, marketers, like myself, continue to rely on email. Email marketing is simple, straightforward and easily implementable. In fact, studies note that every dollar spent on email marketing has an average ROI (return of investment) of $44.25.

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So, how exactly can you increase your sales leads through email marketing? Take a look at the top reasons I’ve outlined below:

1. Make sure you customize emails and send to cold leads

We usually get leads from multiple sources. Because of this, it’s important that you’re able to customize what you send to ensure that you’re able to send something that’s actually relevant to their different needs.

Using email marketing tools can help you categorize and streamline the sending process so that each potential lead receives the right automated email chain.

2. Explore email automation tools to automate your campaigns

While email marketing is simple and straightforward, it can be tedious and time-consuming — when you do it manually. On the other hand, with the right email automation tools, you can streamline this process to efficiently send the right message to the right prospect, at the right time.

In addition, automating your email marketing allows you to nurture your leads over time. You can make sure follow up emails are sent regularly, following a good pace, allowing your leads to go through your sales funnel and move them closer to conversion.

3. Deliver value consistently

If you want to boost your subscribers or conversions, make sure that you deliver valuable content, consistently. Thankfully, email marketing is a great and easy way to share relevant and quality content directly to your audience.

The key is not just in making sure you deliver exceptionally written and well-researched material. It’s also in making sure that anything you send is timely, relevant, and consistent. You want to stay top of mind and have your audience associate your name with high-quality, reliable information.

4. Incentivize sign ups by offering gated content

Gated content refers to material or content available exclusively for leads who give you their information in exchange for access to it. This can be in the form of an article, a checklist, a video, a template, or an eBook.

Again, it’s important to make sure that the material you offer is relevant and useful enough to attract and entice your audience to hand over their contact information. Be sure to properly promote it by sending out an email announcement linking to the gated content. This should help your audience go through the next step of your conversion funnel.

These are just a few of the ways you can maximize your email campaigns—and there are a lot more. The point I’d like to emphasize is, email marketing should always be a part of your content marketing arsenal. It remains one of the most powerful channels that can help you generate new leads, especially when you use the right tools with it. If you have more questions, feel free to reach out. I’d be happy to attend to your questions directly.