Every day, there are millions of emails (nearly 139,003,801,793 of them were sent today according to Internetlivestats.com) that load the different online messaging providers, yet only a few of them are fully read, engage their readers, and accomplish their true final objective: to nurture and strengthen the bond between a brand and its potential/existent leads by useful, direct, and timely communications.
When a copywriter sends an email and a lead, he/she has to consider that this is just one of the many situations that a brand can face. In order to avoid being listed on a blacklist as a spam address over an important client's inbox, then marketers and creative writers need to focus on offering interesting and efficient solutions over this high Return of Investment (ROI) marketing vehicle. In fact, the emails’ conversion rate into a new client is even higher than the social media, according to 40defiebre.com
Building a database through a landing page
Developing an organic single opt-in email list (a list where all contacts subscribed to receive high-quality and authoritative content) is one of the most effective strategies that a digital marketer can do. An organic single opt-in list can be created -and boosted- by distributing landing pages all over the website and bulk corporate emails.
Most of the most astonishing and relevant landing pages are intended to offer further information every time a lead enters each one of the content pages. The idea is that the valuable offer, when wakes up the attention, interest, and desire of a lead should obtain, in return, the contact’s information, like the email address.
It doesn’t matter if it is the homepage, the “Contact us”, or the “Who we are” sections of the website, a landing page can perform as a ‘lead bite’ and offer versatile content extensions to the audiences based on their needs (what section, subsection or content page they are visiting), as well as user activity on different pages of the website.
By creating interesting content, daily updated news and tips, original audio and media resources, in sum, solutions to problems and necessities of the audiences in different approaches, the landing page will be seen as a necessary element to interact with and it will guide to the acquisition of a lead.
The content inside an email marketing campaign can go from periodic newsletters, eBooks, personalized catalogues, downloadable content, free tips/hacks/how-to/guides, webinars, podcasts, to basically any kind of original production that can prove the brand’s trustworthiness in the area. In the end, those efforts will benefit its positioning on the market and the SERPs.
As a final recommendation, it is necessary to highlight that a double opt-in list is actually better for some businesses and should be the second step after their marketers master the single opt-in list. A double opt-in list is a reinforced email subscription list. It is an alternative to build a loyal email lead list where the leads that subscribed on an initial phase confirm (basically two times) their subscription by following a link that the brands send over their email address.
 |
If you wish to receive a detailed offer or consultation on Globalization or Localization services provided by Wagner Consulting, then please feel free to contact our Sales Team, who will gladly assist you. Localization Division at Wagner Consulting |
