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Tips for running lead driving email marketing campaigns

Email marketing is the best tool you can use to drive leads and sales for your business. It is the best because it works and that may surprise you because you are undoubtedly inundated with email.

You can find success despite all the noise, the secret sauce is all about your value props.


First and foremost, you should have permission to send your contacts emails. Permission is the best sign that your email list contacts actually want to receive your emails. You can start list segmentation from step one, your lead capture forms. Use the forms to tell your visitors what they will get from your business if they sign up. You can go a step further and use radio buttons to have visitors select the kind of content they'd like to receive.

Segmentation will allow you to send the right content to the right people. In order to segment your contacts you will need to look at your lead data. For instance, if Hughes & Co. has a lead come in that expresses interest in a website redesign, they would be put in a workflow to receive marketing emails that further educate on website redesign. We do this because we know that there is value in learning more about the process and the options involved in the process.


Two very common types of marketing emails are the pitch email and the newsletter. Businesses may use both kinds of emails, but what must remain true to both is value communicated through strong content. The best way to understand your value is to ask yourself what your leads are most commonly asking before they make a purchase and then review your digital assets to see if what you believe aligns with their behaviour. At this point, you should understand value and the next step is to communicate that value in a creative way.


Marketers who use visuals in their marketing and emails see a much better return than those who do not. The reason? Science. People process visuals 60,000 times faster than text.

We're not saying do away with text, text is important but use your visuals creatively to enhance what your saying or to convince your customers to click (think contrasting buttons).

The best way to get a hold of being good at email marketing is to learn from the emails that you receive and respond to. Pay attention to the text, the visuals, the action words. Or, keep it simple by relying on the experts at H&C Inc. to take your email marketing to the next level!

Carly Snider

AUTHOR: Carly Snider

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