Do Specific Targeting

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Segmentation allows you to create an email list into groups of subscribers with similar characteristics, such as location, age, purchase history, etc. When you create email content that then speaks specifically to a certain segment, your subscribers are more likely to feel understood, making them more open to what you have to say. Relevance is what differentiates you and improves your open rates, which can create new customers in the long run.

For example, Knot sent this exclusive offer commercial property owners database to a segment of customers who had previously booked their services:

The-Knot-segment-targeting

Segmenting your audience by demographics allows you to meet people in their everyday lives, whether it's sending a birthday month coupon, a special Mother's Day gift to the women on your list, or local recommendations, like this email to Lyft passengers in Chicago:

Lyft Marketing Lead Generation

7. Conduct A/B Testing
Not sure which phrase will grab your reader’s attention? Want to know if they’d rather go to the beach or the mountains? A/B testing brings experimentation to email marketing with the ultimate goal of learning more about your ideal customers. By sending two versions of an email and finding out which one generated the most engagement, you can continue to improve your lead generation process and convert leads into customers.

In Campaign Monitor, we decided to use A/B testing to see which call to action was more effective. In Group A, we sent “Get Formulas,” while in Group B, we sent a simple “Learn More.” We found that the more action-oriented “Get Formulas” button improved click-through rates by 10%.

CampaignMonitor-personalized-marketing-content

To set up your own A/B test, choose one variable to test, like images, subject line, or sender name, then send two separate versions to different subsets of your audience and see which gets more engagement and clicks. Use this data to learn more about the details your subscribers like, and be sure to include them in future messages!

8. Personalized content
Somewhere between your initial idea and crafting your email to convey that idea, it can be easy to forget that the recipient of your message is a real, live person. It may be trivial, but if you're trying to reach a person rather than an inbox, it's worth remembering who you're talking to.

What’s their name? What do they like? When is their birthday? Use the information you have about your subscribers to anticipate the kind of emails they’d like to receive from you. You know what it’s like when a Starbucks barista pronounces (and spells!) your name correctly, so give them the virtual treat. Ritual shows us what it means to go above and beyond:

Ritual-personalized-marketing-content

9. Make a great offer
There is a unique exclusivity to incoming emails. Instead of posting on social media platforms or printing out ads in a magazine, email gives you the control you need to wow your customers with offers they can’t find anywhere else. Offering exclusive promotions or codes via email keeps your readers engaged and more likely to buy. Below are more tips on how to generate leads with email marketing using valuable content.

Offer Variety: Don’t just limit yourself to discounts. Consider offering exclusive content downloads, early access to new products, or loyalty program benefits to cater to different preferences.
Gate Exclusive Content: Offer lead magnets such as valuable guides, eBooks or webinars in exchange for email addresses. This way, you will build your email lead list and get traffic to your site while providing value.
10. Automation and planning
Imagine your customer is standing in the rain and you just happen to be next to an umbrella. That’s the beauty of scheduling and automation – you can be prepared for your customer’s needs before they even know it. Automating welcome emails or behavior-based messages (like when they abandon a shopping cart on your site) is the most effective way to maintain customer relationships.

11. Optimize your email subject line
Your subject line is your first and sometimes only chance to grab your recipient’s attention. A compelling subject line can greatly improve your open rates, giving you more opportunities to generate email leads. Here are some tips for creating effective subject lines:

Please write briefly, about 40 characters.
Personalize when possible
Create urgency or curiosity
Use numbers (e.g. 24 hours only: 50% off your favorite brands)
Avoid spam words (e.g. "No Risk", "Do Not Delete", "Congratulations", "Incredible Deal", "Special Promotion").
Note: Some words marked as spam triggers may be appropriate in certain situations, especially if they accurately describe your offer. However, using them excessively or inappropriately may trigger spam filters, making your emails seem less trustworthy.