As mentioned in part one of this article, email marketing is an important part of many online businesses, allowing as it does the ability to directly contact potential leads on a regular business, encouraging repeat visits to your website resulting in more sales. Part one dealt with using lead generation to build better, more targeted lists to improve conversion and reduce churn. This section will look at how lead generation can improve the conversion of respondents to your mailings, and measure the overall efficiency of your campaigns.
Traditional email campaigns use landing pages to track effectiveness of each individual campaign, with ordinary analytics allowing the overall effectiveness and profitability of a mailing to be calculated. However, the information gained is in the aggregate, with in most cases only average customer values being determined.
As the old saying goes, “half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
Lead generation can help to solve this conundrum. By identifying each visitor who comes to your site as a result of an email campaign, and by tracking that visitor over repeat visits, any sale in the future can be attributed to that campaign. This gives much more valuable and actionable information than the averages supplied by traditional tracking.
Not only can this enhanced level of data be used to track the effectiveness of campaigns on an overall level, each visitor can have future campaigns much more closely targeted to them by analysing which offers they have been most receptive to and have resulted in a site visit. Further, individual visitors who actually turned into customers can then be targeted with laser precision in future offers, either for repeat buys or upselling / cross selling.
This increased intelligence on the respondents to your mailings is obviously highly valuable, but lead generation has another benefit when combined with email marketing. It is a simple matter to identify visitors who responded to an email by visiting the site but who then didn’t go on to make contact. Your company will then have a second chance to convert these qualified leads either with a follow up email or a telephone call – this can have a dramatic effect on the overall profitability of a mailing, and is something that would be very hard to achieve with traditional email marketing methods.
As both parts of this article show, if your company engages in email marketing, lead generation software which has email and direct marketing functions (such as Lead Forensics, WOW Analytics etc.) are likely to be a much more effective investment than the cheaper options which don’t provide this functionality.