How to maximise the Potential of Email Marketing for B2B Lead Generation

Guest Post | 06-03-2023 | Abhishek Kumar

How to maximise the Potential of Email Marketing for B2B Lead Generation

Email lead generation continues to be the most efficient method for attracting new clients, despite the abundance of new marketing technology and strategies at our disposal. Compared to other marketing channels, email marketing has the highest return on investment ($36 for every $1 spent), according to Litmus research.

To maximize the efficiency of email lead creation, building an opt-in list of leads and prospects marketers can target their leads looking for communication. The following stage is for your team to keep these ties going by exchanging quality content.

It reads easy, but it is an exercise that involves months of hard work and creativity to take your potential customers from reading about your services to buying your services.

How does Email Lead Generation Work?

The process of gathering client leads using an opt-in email form is known as email lead generation. Information about prospective clients, including name and email address, is gathered through the opt-in form. A database for email marketing contains that data which can be optimized using lead generation services.

By sending out material that will eventually result in them becoming paying clients, email marketing can generate leads and cultivate relationships with future customers.

You must have seen the sign-up option on websites or subscribing to newsletters, which is an email lead generation touch point. There are various ways to take your customers to that touch point, which happens through many strategies.

The most organic one is to deliver value to your customers through your content, or services for a trial period. It gathers your loyal customers in a sustainable manner and increases your CTR in a sustainable way.

There are many other benefits of email lead generation, let’s read about them.

How does Email Lead Generation Benefits Businesses?

Lead generation can benefit from using email, which is a direct medium. Targeting leads, communicating directly with potential consumers, and eventually growing your client base are all possible with a good email marketing approach.

Email engagement is still growing despite the availability of a variety of other marketing platforms. In fact, over the past year, email interaction has increased, according to 77% of marketers.

Email marketing not only increased customer engagement but also significantly impacted many firms' bottom lines. According to research, 43% of online shoppers open emails from branded companies at least once per day.

When used properly, email marketing can benefit your company by:

Increase brand awareness and trust.
Establish connections with potential customers.
Prospects should receive value and education.
Convert potential clients into devoted ones.

But, we are here to understand how we can maximize the benefits of email marketing for B2B lead generation.

How To Maximise the Email Marketing Potential for B2B Lead Generation

Decide which clients to target.

To properly target your marketing efforts to your consumers' demands with any lead generation campaign, you must first identify who your target customers are.

It's critical to clarify what a lead is for your company when discussing lead generation with email marketing. A lead is someone who completes a form on your website, right? an individual who downloads your ebook? Or perhaps somebody who goes to a webinar that the business sponsors?

The improper use of email marketing, which includes sending unsolicited emails, should also be noted. The days of purchasing an email marketing list, adding it to your customer relationship management system, and sending unwanted emails are over.

With the advent of laws like CAN-SPAM and advancements in email filtering, using these antiquated techniques is likely to result in your ISP barring you and preventing you from sending any emails at all.

Top tip: Provide educational content to attract your ideal clients and convince them to subscribe to your email list.

Create a good opt-in offer.

In order to get people to give you their contact information in the first place, you must offer them something valuable in exchange. Consider what your potential customers might be looking for when they first visit your website.

What kind of pain are they? What do they want to learn more about?

Create an informative piece of content that prospects will find value in using the knowledge you've learned about your audience's wants.

Email opt-in formats include:

Reports about research
Webinar Registration

Good tip: Try out various opt-ins to determine which generates the most leads, then hone your offering from there.

Make a straightforward opt-in form.

While it may be tempting to include extra unique fields to your opt-in form, doing so may reduce the number of people who sign up.

In order to download an ebook or reserve their position in a webinar, customers don't want to take the time to fill out a lengthy form. If you ask for too much, they can completely exit your page.

Pro tip: Your opt-in form should be straightforward and simple to use to enhance the likelihood that leads will complete the sign-up. Don't ask for more information than their name, email address, and possibly a third item like their company or work position.

Make the landing page better.

Every lead generation campaign needs a landing page, regardless of whether you merely have an email sign-up form or a compelling piece of content as a newsletter subscription. The landing page serves as a central location where potential customers can learn about your service, subscribe to your email list, or get more details about your business.

Furthermore crucial for converting leads are landing pages. The typical industry conversion rate for landing pages used for lead generation is 4.02%.

Think about the value of your offering, whether it's a template they can customize or an ebook that can teach them. Ensure that the value is evident throughout the page to encourage customers to opt-in.

Pro tip: To create and test eye-catching landing pages that attract leads, utilize Hubspot's free landing page builder.

Use email automation to leverage lead scoring.

Use lead scoring to make sure you're gathering the appropriate leads—the ones most likely to become customers.

By using lead scoring, you can categorize and sort leads according to their quality. In order to obtain leads of greater quality and deliver the appropriate message at the correct moment, the process entails examining client behavior and attitude.

Email automation software is very helpful for the lead-scoring process.

With email marketing "tracks" built within marketing automation software, marketers may create email campaigns. A marketing track is a group of emails sent over time to a certain buyer type or region of interest.

As an illustration, if you were the marketing manager for an IT consulting company, you may create marketing campaigns for people like technical buyers, financial buyers, and end users. You may also create marketing tracks for subjects like system backup, scalable infrastructure, and data security.

Via your automation software, you, the marketer, can compose and schedule these emails in advance, giving you the chance to produce a unified message that will be of great value to your audience.

Following the creation of your marketing tracks, you can quickly and easily add individuals to these correspondence streams manually or in response to user behavior triggers.

Pro tip: This regular and extremely relevant email communication aids in developing leads' confidence and credibility. Additionally, it maintains your company at the forefront of decision-makers minds when it comes time to make a choice.

Be on time.

When should you get in touch with a lead? once they have downloaded your ebook? once they've viewed your webinar?

Success in email marketing relies heavily on timeliness. It's crucial to get in touch with leads who are already thinking about your goods.

To create automatic emails that are sent in response to specific actions, use marketing automation software.

Customers who watched your webinar, for instance, can receive an automatic email from you with further details about your offering. Alternatively, you can program a welcome email to go out as soon as a customer joins your list.

Good tip: Get in touch with incoming leads as soon as possible after they do a conversion action for the best outcomes.

Make your emails more unique.

Try to be as specific as you can in your emails.

Personalized subject lines increase open rates by 26% for emails. Furthermore, when users receive content tailored to their past actions, 58% of them are more likely to convert.

Add a personal touch that connects with them if you want to enhance the likelihood that people will open your emails and read the material.

Expert advice: If you use email automation software, you may divide your email list into several groups depending on factors like location, activity, and behavior. By segmenting your audience, you can send emails that are more relevant to the recipient than generic ones.

Provide pertinent content.

Building trust with excellent prospects who have chosen to join your email list will help you persuade them even more that their decision was the right one.

The one thing that will put the trust you've earned in jeopardy? sending emails to them that are irrelevant.

Always distribute email material that is pertinent, current, and personable rather than sending emails just to get into your customers' inboxes.

You can schedule a follow-up email with a free ebook that elaborates on the subject after a free webinar. Send a series of emails that address pertinent queries they could have about the template or its applications if they got a free template from your website.

Good tip: Rather than trying to sell to them right away when they opt-in, the idea is to give pertinent, helpful material as you develop the relationship.

Carry out A/B tests.

Do A/B testing to optimize your email lead-generating efforts and hone your strategy?

You send different versions of an email to subscribers when you conduct A/B testing, also known as split testing. With this method, you may test various aspects of your email to determine which ones your readers respond to the best.

Every component of your emails can be tested, including

Subject headings
Preview version
and CTA buttons

Pro tip: After a few iterations of A/B tests, you will have a better knowledge of which email subject lines and CTAs encourage your subscribers to read your messages.

Regularly purge your list.

It is inevitable that inactive or disengaged people will join your email list. Perhaps they signed up to receive your e-book at first but never showed any interest in your goods or services. Maybe they looked elsewhere for a solution and never bothered to unsubscribe from your list.

Whatever the cause, these disinterested subscribers will lower your email marketing campaign's overall engagement rates. Cleaning up your list on a regular basis will help to keep your list interested and focused.

Email scrubbing is one innovative way to accomplish this.

Email scrubbing is the practice of eliminating subscribers that are inactive or unengaged from your list. By doing this, you can be sure that your list only contains subscribers who are interested in your material. In the end, this aids in raising your open and click-through rates.

Pro tip: Often purge your email list (every six months or so). Also, you should check in if you detect a sharp drop in open rates, click-through rates, or a rise in unsubscribes.

Now that you know how to maximize your email lead generation through email marketing, you must be wondering how to create a successful email template for that purpose.

How To Design a Successful Email Template For B2B Lead Generation

Make a list of potential clients

If you are familiar with email marketing, you undoubtedly already know what an email list is. Here is a list of email addresses that you want to broadcast a message to, for beginners. You should utilize various methods to get email addresses that offer authorization because these should be permission-based.

Moreover, you must provide the choice to unsubscribe. It could come through both social and professional networks. You should use these lists as your main sources for B2B lead email prospects. When making these lists, be sure to sort through and focus on:

The most accommodating people
Individuals of Interest

Employ a clickable subject line

Even while it's true that many individuals receive a lot of emails, most of the time they decide whether to read them solely on the subject line. As a result, it demands that one writes in an interesting style. The subject line must be compelling and memorable in order to draw the reader in from the start.

Essential Guidelines -

Make sure your B2B lead-generating email's subject line is brief and to the point. To persuade the receiver to open and read the email, provide a personal touch and a hint of curiosity.

Be succinct

One cannot emphasize this enough. Business emails or emails used for lead generation from businesses must always be succinct. Given that it is presumed that everyone in the office is busy, there is really little choice but to comply.

Another consideration is time. Most people who receive a tonne of emails each day believe that time is too valuable to spend the majority of it reading lengthy emails. Hence, the main points of a message, in this case, a B2B email, should be communicated as soon as possible.

Make personalization stronger

A message that is tailored to an individual and appeals to their inner self is the only thing that will pique their interest and prompt their participation. This is the main goal of personalization. Emails used for B2B lead creation should be personalized and customized to each recipient. They ought to make an effort to address the problems that only concern them.

How might one approach this? It is easy.

Do a thorough analysis of your prospects.

If it's business, find out the name of the organization and the sector it serves. It is very simple to do this with modern technology. You can even learn more about the company's location and main line of business.

Use a strong call-to-action to qualify prospects.

The call to action (CTA) is what turns leads into customers. They appear after introducing prospects to your fantastic possibility. It's more of a command that instructs the potential customer on what to do next.

You can find potential leads who might be interested in your product by providing the appropriate forms of material that show interest in it.

You may, for instance, ask them to contact you directly at your phone number to arrange a meeting. Also, it might contain instructions on how they can join up for your services. This call to action needs to be obvious and unambiguous. Try embellishing it with a design to make it seem appealing and compelling to the reader.


One of the best methods for moving prospects through the sales funnel is still email marketing. Use marketing automation software for your company if you handle a sizable database of leads at all phases of the buying cycle. After that, set up marketing channels and begin having widespread talks about pertinent topics.

Finally, keep in mind the fundamentals of writing a superb email: Provide a catchy subject line, brief but accurate photos, integrated social media connections, and a clear next step for readers. Your email lead engagement will soar if you use these strategies!

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Abhishek Kumar

Abhishek Kumar is your common digital hooman with marketing as profession, finance as a curious habit, and sports as a survival mechanism.
He has created this content for marketboat.