One of the most consistent and important questions a company leadership team can ask is, “Where do our best leads come from?”
Once this is properly identified, you then go granular and apply key performance indicators (KPIs) to the different approaches and track the return on investment (ROI) of each.
Let’s have a look at what many small to medium-sized businesses are doing to capture and convert leads…
Formstack surveyed marketers—most of them managers, directors, vice presidents and C-level executives in the U.S.—at over 219 small and midsize U.S. businesses to gain new insights on the current state of lead capture.
What’s striking about the results of Formstack’s inquiry is how heavily the companies surveyed rely on relationship marketing to advance the ball. Only two categories—PPC ads and the corporate website—fall outside of the relationship marketing tent. For instance, email marketing ranked as the number two medium for gaining a high volume of leads and number three for quality.
According to Campaign Monitor, email is the channel generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI.
The reports and surveys do not delve into how to make your email campaigns work, but I’m happy to fill in the gaps.
Successful email marketing relies on effective one-to-one communications and the intimacy of email. It’s also about acquiring and segmenting lists, judiciously applying automation and tracking opens, unsubscribes and the like. Of course, none of that matters if your company lacks the ability to craft consistently interesting updates and then string them together into a cohesive campaign, without annoying your audience.
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