By Kara Jensen

Email marketing has one of two objectives: lead generation or lead nurturing. The following is a discussion of the two ways a small business can effectively leverage email communication to first generate a lead and nurture it from an inquiry to a client opportunity.

Email Marketing as Lead Generation
Email can be an effective prospecting tactic that generates new ideal customer leads. When emailing as a lead generation tactic, please remember:
• The More Personal, the Better. Make sure the email is intended for one specific recipient. NEVER blast emails to a large list when using email for lead generation. Clear and concise text emails work best, since they appear more personal and targeted.
• Address a Specific Issue. You want to turn a cold email into a warm email by citing recent news about the firm or recipient. Addressing a specific company issue cited from an external source is an excellent “bridge” to discussing your product or service. It also shows you did your homework on the  company and you’re not sending a mass email.
• End With a Call to Action. Make sure recipients understand the next steps after receiving the email. A typical call to action is a follow-up exploratory call or meeting. An email is intended to be a “door opener” to further the conversation.

Email Marketing as Lead Nurturing
Email is most effective as a lead nurturing tool. Get in the practice of inputting all contacts into your CRM database and export the email recipient list regularly. Decide how frequently you’ll send an email newsletter and determine topics that matter most to your contacts. When emailing as a lead nurturing tactic, please remember:
• Use a Well-Designed Email Template. Don’t bore your recipients with a text email newsletter. Design an email template that’s consistent with the “look and feel” of other marketing collateral. A well-designed email template will present your firm as credible and professional.
• Utilize an Email Program. Using an email program such as MailChimp, Constant Contact or Vertical Response will allow you to see which recipients open your email, click onto the website and forward the newsletter. Email marketing programs allow you to review email data and make better decisions on future email marketing.
• Include Relevant Topics. The email newsletter can’t just be news about your company, new clients, new employees or awards. No one cares! Always remember that recipients think, “What’s in it for me?” Keep that in mind as you determine potential topics.

Email is a highly effective marketing tool if utilized properly. Make sure to establish a standard process for both lead generation and nurturing tactics. Good luck!

Kara Jensen is the Creative Principal for Bop Design, a marketing agency that partners with small businesses. Bop Design focuses on lead generation through branding, web design, print design, advertising, SEO and SEM. For more information, please visit www.bopdesign.com.