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Question: I know that sales are the driver of my business. Any thoughts on lead generation in today’s environment?

Answer: Sales mean revenue and that is, in fact, the driver of all businesses, small and large. There are basically two sources of revenue with your current line of offerings: Selling to existing customers — either more of the same or different products or services than they are currently buying. And selling to new customers, where you have to generate the opportunity to sell them, which starts with a lead. In order to achieve both you have to have very specific but different strategies and accompanying tactics. The one commonality is that your offer to potential buyers has to have added value for your customers and prospects.

The byword for lead generation during the pandemic is “creative.” What worked in the past may not in this period of changing consumer patterns and behaviors. Check out these ideas that you can customize to your business and the unique seasonal environment in which we all live and work.

Review your website’s call to action and SEO (search engine optimization). Do a Google search on your business to see where you rank in the search results. If you are not 1, 2 or 3 then you might have your webmaster or whoever is responsible for the maintenance of your website check out the SEO, den länkar and keywords — the words people type into a search engine to find what they are looking for. McKinsey calls the top search results (1,2,3) the “initial consideration set,” which will lead a buyer on a journey of investigation and learning. Having high value “keywords” also guides leads to you. Keywords should describe who you are, what you do and what you offer. The one big mistake small businesses make is that they create a website or have one created and don’t maintain it.

If you are not encouraging buyers to leave reviews on sites with länkar back to your website, you are missing opportunities.

Become a knowledge leader. Buyers are thirsty for knowledge. They want to know the details behind the “headlines.” They want answers to their questions, like “why does the food on the top shelf of my refrigerator freeze?” Your website can be the FAQ center for buyers or prospects. When their questions are answered, the value of your business increases incrementally, since you are providing a service beyond the product you have sold them. You might feature experts in the field with blogs contributed by them. You might find some YouTube videos to post that answer frequently asked questions posed to you. You might post articles by major manufacturers or länkar to major manufacturers’ websites that have articles, posts or blogs that might be of interest to your customers and prospects. Remember, always have a call to action button so they can contact you.

Offer something of value for free that connects you to them. You might offer a handy checklist on springtime lawn prep or fertilizing or tips on watering different flowers, shrubs and grasses. When you offer prospects and even customers something of value that helps them address their “pain points” they may not even consciously know exist, you are creating a value proposition for them and a link to you. This value-added connection might be a quiz that tests their knowledge about soil preparation. At the end, you might offer them a checklist to help them prepare garden soil for planting in exchange for their contact information. That becomes a lead to the next sale.

Measure what’s working and do more of it. As a marketer you have a number of tools, both traditional and digital, to generate leads. Make a list of all those vehicles you are using. The Sunday Cape Cod Times, The Register, postcard campaign, local event sponsorship, Facebook and LinkedIn posts, online promotions, or an email campaign. Then, keep track of results. Tom Watson, of IBM, said to manage it, you need to measure it.

Give something of value to generate a lead. The key is “something of value.” If you offer junk, you get junk leads in return. The biggest issue with giveaways is that they are over-attracting and nonselective. However, if you create a white paper or a checklist that applies to solving customer problems, you will find those who take advantage of the promotion will be those who are qualifiable. Not qualified, but qualifiable. You can also offer a free trial of your product or service, which gives you the opportunity to demonstrate and prove the value of your offering. That exchange may result in a qualifiable sales lead.

Offer a challenge or quiz. If you offer a quiz to your website visitors it gives you an opportunity in a creative way to learn more about them and obtain contact information. When done right, you can give and get at the same time by giving them information while you collect lead data.

What digital tools are available to small businesses to generate leads? HubSpot Marketing starts as a free tool that offers forms, pop-up forms, live chat and chat box that will aid in capturing, storing and nurturing leads. And it will plug into HubSpot’s CRM or can be connected to your CRM, email tool or data platform in place.

Intercom is an on-site messaging and chat feature to engage on-site visitors and collect their data. Once in the system, their behavior can be analyzed so you can create “trigger messages” to accelerate their onboarding as a viable lead.

Mailshake is an effective tool for outreach marketing. It helps automate, personalize and optimize your emails for sales development, content promotion, länkbygge, PR and even fundraising for nonprofits. It offers ready-to-use templates that can be used with modest customization. Qualaroo is an on-site polling tool, which can no only collect user feedback that can be used to improve the customer buying experience but also to collect lead qualification data using a pop-up form.

Contributed by Marc L. Goldberg, certified mentor. Sourced: “16 Creative Lead Generation Ideas,” Allie Decker. Hubspot Marketing, “The 15 Best Lead Generation Tools in 2020,” Alex Birkett. For free and confidential mentoring to jump-start your lead generation, contact SCORE Cape Cod and the Islands, capecod.score.org, capecodscore@verizon.net, 508-775-4884. We go where you are!

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Most people involved in email marketing know the importance of a brilliant email subject line. Seeing that you only get a few seconds to nail your email’s first impression, the subject line obsession is more than justified.

That is why crafting poor email subject lines is one of the biggest email marketing mistakes, regardless of how established your brand might already be.
Apart from nailing that first impression, your email subject line is the most decisive factor for recipients to open your email and engage with its content. Even worse, it’s what could get your email marked as spam and harm your sender’s reputation. 

The numbers seem ruthless, but we reassure you there is a way out. All you need is a talented marketing team and a bit of creativity. We know you already have the first part, so all we need to do is help you with the second part. Continue reading to discover how to create clever email subject lines that get noticed – and, most importantly, opened.

What Makes a Great Email Subject Line

Creating email subject lines that grab readers’ attention and serve your marketing objectives should be your top priority. To achieve that, there are certain elements that subject lines should have, no matter what. Let’s check them out:

  • Make it brief. Email subject lines are meant to be short and show the email’s value beforehand. That is even more important, seeing that many recipients will open your emails on mobile devices. Fortunately, most ESPs like AWeber and the most reliable AWeber alternatives allow you to preview how your emails look on different device types and check the components you must improve.
  • Get to the point. Email recipients are busy people looking for the benefits that come with the emails delivered to their inboxes. To stand out in such a crowded space, you need to share what valuable insights your emails have in store for them. So, if you can help your audience see outstanding results and want to spread the news, your email subject line is the appropriate place. 
  • Keep it relevant. Your email subject line could be clever, unique, and precise. But if it doesn’t match the email content, it will do more harm than good. Your subject lines should be aligned with your email objective so that readers know what to expect and if they are interested in reading more. The last thing you want is to make a promise you won’t keep and make them feel misled.
  • Personalize and conquer. Most subscribers have received tons of emails and have grown weary of emails without personalization elements. They need to feel special and that your brand has done its homework about who they are and what they want. Use the recipient data you have at your disposal to show them you care and give a human touch to your email promotions.
  • Avoid spammy tactics. Would you open an email with a subject line that is fully capitalized and includes spam-triggering words? Probably not, and neither will your subscribers. To stay away from spam, avoid too many special characters, excessive capitalization, and spammy words like “buy,”, “money,”, or “click”. 

Brilliant Email Subject Line Types That Get Opened

There are several approaches to catching your email recipients’ attention, from employing humor to piquing their curiosity. But putting in that creative spirit is a whole different matter, right? That’s why we compiled a list of the most brilliant email subject line examples to spark your inspiration and help you increase your open rates.

Generate urgency

When you include an element of urgency in your email subject lines, your recipients will open your emails in no time. Consumers tend to prioritize their purchase decisions based on the time sensitivity of the offer, and recipients are no different. Words like “now” or “limited time” can work wonders for your open rates, triggering subscribers to open and click through your email. So, if you have a time-sensitive offer, choose your marketing messaging wisely to highlight it in your email subject line. However, don’t overdo this type of promotion since receiving too many limited-time-only deals could get the opposite results and annoy your subscribers. 

Subject line: Limited-time offer: free premium wristband with any Steel HR purchase.

limited-time-offer
Resource: Nokia

Nokia is a brand that knows how to influence its subscribers to take the desired action and move down the försäljningstratt. This Valentine’s email promotion leverages time-sensitive language to create urgency. Not only that, but they made sure to include all the necessary information for readers to know what the deal is about. Recipients appreciate it when you save them time, and they can tell if they are interested in your promotion beforehand. 

Highlight your personality

Most experienced marketing professionals are aware of the benefits personalization brings to the table. But while tweaking email elements to the recipient’s preferences is of utmost importance, getting personal isn’t just about that. Subscribers love authenticity and unique marketing messages that stand out from the crowd. Your email subject lines must reflect your brand personality, no matter the email objective. But for this tip to work, you must establish your brand’s tone of voice. You can play it funny, witty, professional, or whatever characteristic fits your business objectives. So, get your creative juices flowing as long as you keep it relevant and consistent with your overall branding.

Subject line: Your cart is sobering up

sobering-up
Resource: Whisky Loot

Abandoned carts are an integral part of a successful e-commerce email marketing strategy, and it’s an excellent field to showcase your brand personality. From start to finish, the email copy is brilliant and reveals the personality behind the brand. Liquor Loot uses a clever pun in the subject line related to the product left behind. The email content is aligned with the subject line and the overall brand tone. Even if recipients don’t click on that “Treat yourself” CTA, they will open the email and relate the tone to the brand the next time they get an email from them. 

Show value

Email subject lines that announce exclusive deals, one-time offers, or special discounts are usually the ones with the highest open rates. That’s because they lead with the benefits, letting readers know what they can gain from opening and reading the email content. By being clear with your recipients from the start, you build a trusting relationship with them. When your email delivers on the promise in the subject line, you are one step closer to building customer loyalty. So, if your product or service solves an everyday challenge and helps them meet their goals, your email subject line should give readers a hint. To successfully follow this tip, make sure the language you use is actionable and precise, urging them to take action.

Subject line: Get a free handcrafted gift when you

free-handcrafted-gift
Resource: Starbucks

This email subject line from Starbucks does much more than just mention a specific offer. They keep the recipient hanging on by stopping mid-sentence, almost forcing them to open the email and learn on what occasion they get the free drink. It’s straightforward, precise, and worth their while. From the benefits-oriented verb to the actionable email CTA, this email is about the reader taking the desired action within the specified time limit.

Ask a question

Posing questions is a popular content optimization strategy. Questions come with a double benefit: they increase recipients’ engagement and pique their curiosity. When subscribers come across a question in your subject line, it forces them to stop and think about the answer. To draw recipients into your email content, opt for intriguing questions that could open up a conversation rather than one with a simple yes or no answer. The sky is the limit here, but try to keep up with rising audience trends while staying on-brand. Their natural curiosity will be more than enough for them to want to learn more about it. 

Subject line: How much do you know about sleep?

ask-a-questions-casper
Resource: Casper

Casper’s subject line isn’t just posing a question. The email subject line takes it one step further by giving them an idea of what the email is about. That way, recipients know exactly what’s in it for them and expect to find helpful information regarding their sleeping habits once they open the email. This email subject line example ticks all the boxes by combining an intriguing question that picks recipients’ interest and valuable content that addresses their pain points. 

Catchy Email Subject Line Examples

When it comes to email subject lines and the elements you could include to grab your readers’ attention, the sky is the limit. To stir your creative juices, we will present some of the most catchy email subject line examples that left us no choice but to open the emails.

  1. Subject line: Forget FOMO—see what’s waiting for you (Nike)

Looking for ways to leverage FOMO (Fear Of Missing Out) in a subject line to catch your recipient’s eye? FOMO is a psychological factor that many marketers rely on to motivate their target audience. Nike is our winner here. Readers know the email content addresses their needs just by reading the subject line. By asking recipients to forget about FOMO, Nike makes them feel included and that they are about to enter a world of exclusive deals and compelling product recommendations.

  1. Subject line: Get the story behind the brand (Drizly)

You can take one thing for granted: people love stories. Recipients have grown weary of companies going and on about their selling proposition. Sharing the story behind your brand adds a human touch to your emails. Your subscribers are curious about how everything started. Drizly’s subject line is attention-grabbing and straightforward. Email recipients appreciate knowing what they will read beforehand – in this case, inside information that makes them feel part of Drizly’s exciting journey.

  1. Subject line: Quiz: Which shower scent fits you best? (Harry’s)

Frågesporter are among the most effective elements marketers can use to increase engagement. Even if a recipient isn’t interested in buying, the word quiz in an email subject line will make your email stand out in a stuffed inbox. That’s why Harry’s subject line highlights the quiz included and what it’s about. The quiz is related to the brand’s products, so recipients will be prompted to take it and find which shower scent matches their personality. And why not buy it, may we add.  

  1. Subject line: Your basket is having abandonment issues… 🙁 (Jack Wills)

Humor is, by definition, a crucial element to include in a catchy email subject line. Companies that employ it in their subject lines watch their open rates and recipient engagement increase. This email subject line from Jack Wills is clever and to the point. It puts a smile on the reader’s face and motivates them to open the email, go back to their abandoned items, and proceed with the purchase. 

  1. Subject line: You asked, we answered: What do I get as a member? (Thrive)

We can’t stress this enough; your audience loves knowing you care for them instead of just selling. Even more so when you hear them and are willing to address their concerns. This is precisely why this subject line from Thrive is so successful. It gives precise information on what readers will read in the email, meaning the benefits they gain as members. Subscribers always appreciate getting the answers they asked for, and “You asked, we answered” is as customer-centric as it gets.

  1. Subject line: Share your thoughts and get a chance at a $200 gift card! (Everlane)

Including surveys in your emails is highly recommended to increase recipients’ engagement. Surveys make customers feel their opinion matters and could shape your marketing strategy. In this email, Everlane isn’t limited to asking subscribers to answer the survey. The brand takes it one step further by adding a compelling incentive and highlighting it in the email subject line. Recipients are eager to offer feedback to a brand they have already interacted with. Even more so when it comes with a chance to win a $200 gift card.

Slutord

An email subject line is a critical component of every email promotion, giving marketers’ a headache each time they start crafting an email campaign. That’s because this tiny piece of content urges or discourages email recipients from opening an email. And seeing that they get tons of emails every day, you need to make that limited-character text count.

To do that, make sure to study your target audience and employ a brand tone that hits their soft spots. Create time-sensitive offers, ask questions they will be eager to answer, and always remember to show why your email marketing message is worth their while. Whatever you do, ensure you monitor how your email subject lines perform. 

All you need is reliable email marketing software with A/B-testning capabilities that allow you to check what works and what doesn’t. Even if you discover your subject lines hit the target, don’t rest on your laurels and use those insights to continue tweaking your subject lines to drive long-term success. 

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