How to Use Outbound Email Marketing to Increase Lead Generation

There are several benefits to using outbound email marketing to increase lead generation. First of all, you can easily track the performance of your emails by using email campaign metrics. This way, you can adjust your email content or make changes as necessary to optimize your results. For example, you can personalize the subject line of your emails and optimize the day and time you send them.

Guide to outbound email marketing

A well-chosen email list is essential to a successful outbound email marketing campaign. It is not a good idea to buy email addresses off the internet as it is illegal in most countries and the risk of your outreach email getting into a spam folder is high. It is better to define your ideal customer profile and use that to create your email marketing strategy. For example, if you are a young tech startup, your target audience would be people who are interested in your product or service. You may choose to send an email to a segment of your email list based on their location or age.

Outbound email is a powerful tool for creating rapport and generating sales. Unlike regular email marketing, which is targeted towards existing customers and email list subscribers who know your brand, outbound email is sent to a completely new audience. Since your cold prospect is not yet aware of your company, you’ll need to convince them to reply to your email.

As with any form of marketing, you need to clearly define your goals and make sure your content is compelling. Your emails should be short, to the point, and contain a strong call-to-action. In addition to creating compelling content, you also need to build a list. Outbound email marketing is an effective strategy for building a list.

You should also measure the open rate of your outbound email campaigns. Though open rates do not necessarily translate to response, they do indicate the overall health of your outbound campaign. If your open rate is low, it may be because your emails are being delivered to your recipient’s SPAM folder or Promotions tab. To check this, you can use a tool called mailtester.

Metrics to track

When it comes to outbound email marketing, there are many metrics to track. These include the number of clicks on tracked links, the number of unique opens, and the click rate. While accurate measurements are important, they are worthless if they are not used to guide change. For example, if you’re seeing high click rates from mobile users, you probably need to optimize your emails for desktop readers. This is a fairly easy fix, but it takes some human judgment.

Clickthrough rate (CTR): This metric is very useful for email marketers, as it provides insight into how well a specific email is performing. Moreover, you can track the number of clicks over time, which is helpful for running A/B tests. Usually, these tests aim to identify ways to increase clickthrough rates.

Open rate: Another important metric to track is the open rate. If your email was opened by a large portion of your audience, the open rate will be higher than that of a low-performing email. A high open rate means that your subscribers are more likely to open your emails. It also means that your emails are not wasting your customers’ time. It is also important to track your spam rate, which is the percentage of users who marked your email as spam or not received it at all. Remember, the whole success of your outbound email marketing campaign depends on your recipients’ clicking on your email. If you fail to convert them, it will ruin your campaign.

Revenue and profit are two more metrics to track in outbound email marketing. Both indicators provide the story of how successful a campaign is. A high revenue growth rate means your outbound sales reps are converting qualified leads. A low number means that the average deal size is too low. In order to get a clearer picture of the success of your outbound email marketing, you should monitor your revenue growth and profitability against your annual and quarterly goals.

ROI measures how profitable your email campaigns are. ROI is calculated as the amount of revenue generated by an email campaign minus the amount spent on it. Depending on the type of business, you can calculate ROI using different formulas. ROI can be boosted further by tracking the leads generated from an email marketing campaign. Additionally, you can assign values to different lead types based on how likely they are to turn into revenue.

Click-through rate is an important metric for outbound email marketing campaigns. It indicates how many emails are opened, and it also provides an insight into how engaged customers are with the email content. To increase the CTR, you need to make sure your email content is relevant and addresses their pain points.

While these metrics are crucial, they can be confusing for those new to email marketing. A good starting point is to understand what metrics are essential for measuring your email strategy and subscriber list growth.

Contact opt-in

One of the most important parts of outbound email marketing is contact opt-in. Opt-in ensures that your emails are delivered to the right contacts. However, contacts from data enrichment tools and lead/prospect providers do not meet the necessary requirements for opt-in. In other words, contacts who have already emailed you do not have permission to receive bulk emails. To avoid misunderstandings and complaints, you should direct your contacts to a sign-up form before you begin to email them.

Contacts acquired through brand mergers may not expect to receive communications from the new brand. In such cases, you should remind them of the acquisition and ask them to confirm their opt-in status. It is also important to keep in mind that contacts who have already opted-in to a certain list might be unwilling to receive marketing messages from another brand.

Contacts may also be obtained through third-party sources. Although third-party lists may advertise that they have received opt-in consent, you cannot use them in your HubSpot marketing email tool. Moreover, contacts obtained through purchased sources are more likely to bounce, unsubscribe, or report your emails as spam. You should also keep in mind that contacts obtained through third-party sources include membership or organization lists. In addition, personal business contacts may have given their consent to another company but did not transfer that consent to the new one.

Creating an opt-in database is not an easy task. It can take months to create such a list. Nevertheless, it is worth the effort. After all, opt-in email marketing is one of the best ways to increase the effectiveness of your marketing campaign. When used properly, opt-in email marketing can become your biggest asset.

Depending on your goals, opt-in forms can be placed on multiple webpages, including blogs and sidebars. However, it is important to understand your audience’s psychology and choose the best place for your opt-in form. You can also try gated content to boost email subscriptions. For example, if a visitor visits a page, they will be more likely to enter their email address if they can only read the content they are looking for.

Another way to get email subscribers is to offer premium content. You can send e-books or guides to those who opt-in. This helps you establish a relationship with new subscribers and create trust in your brand. It also helps if you add social proof on your opt-in form.

The right opt-in practices will protect your brand and make your email marketing campaigns more attractive to your subscribers. They will also help you comply with the laws governing commercial email. There are two main types of opt-in: single opt-in and double opt-in. Single opt-in requires a subscriber to enter their email address only once. Double opt-in ensures that the contact really wants to hear from you. This method also reduces the chances of spam complaints.

Besides opt-in, double opt-in email marketing is also an effective way to increase your email list. Opt-in email marketing strategies are crucial for maximizing your ROI. The first strategy is to create emails that your audience wants to read. Moreover, you must always try to create messages that provide value to your audience. For example, avoid using words like “free” or “buy” in your emails. Such words could easily be marked as spam.

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About the Author: Walter Acosta

Walter Acosta is a blogger. His primary interests are in digital marketing and content creation and curation.