Why does your email marketing campaign not generate high-quality leads?

Email marketing is a powerful tool that has long been aiding businesses in connecting with their target audience and achieving their B2B lead generation goals. 50% of B2B marketers in the US consider email marketing the most effective channel in their multi-channel strategy. This statistic is further reinforced by the fact that 36% of B2B professionals have already implemented email marketing in their customer engagement strategy. 

However, many businesses say email marketing campaigns do not meet lead-generation goals. Are you one of them? Do you feel you have reached a dead-end with your email marketing campaigns? To boost your lead generation process, let’s understand why your email marketing campaigns are not yielding the desired results.

Why does your email marketing generate low-quality leads?

• You need accurate target lists: Are you hitting the mark with your email marketing campaigns? Are you targeting the correct audience? If not, it’s like talking to a wall and expecting a response. The first and crucial step is identifying your Ideal Customer Profile (ICP), building lists, verifying their accuracy with database validation services, and engaging with them via strategic email nurturing. It’s critical to monitor email marketing KPIs and make adjustments to improve results continuously. 

• Your campaign needs more personalization: Email marketing campaigns should be about personalizing and gradually building meaningful relationships. Generic emails are a thing of the past. Today, people yearn expect for customization and expect for companies to be empathetic to their needs. Your email content should flow naturally, like a conversation that recipients find relatable and valuable. The content should motivate prospects to take the desired action, ultimately enabling you to engage and convert them into customers. Email marketing experts curate an effective content strategy to attract your ICPs to your business with valuable and conversion-focused content, driving high-quality leads in your sales funnel. 

• You need to integrate technology: Data has become an inherent part of every marketing initiative. You need to leverage data in the email marketing process to get the desired results. Strategic email marketing involves using intent-based datasets to understand where leads are in the sales funnel. The content in business-to-business email marketing should be focused on the leads’ requirements and offer them an action item to help them smoothly sail move through from awareness to the buying stage. You need data to pinpoint your prospect’s requirements and offer them the exact solution they want, and bingo! Your email response rate will soar, offering an excellent opportunity to nurture and convert them into customers. B2B marketing experts implement data-driven marketing strategies and continuously append data with data enrichment services. 

Conclusion

Email campaigns are not just about sending emails to contact lists; they are all about building and nurturing relationships. You need prospects lists that match your ICP. It’s no use casting a wide net and hoping for a good catch. Instead, your email nurturing method should be meticulous. It should identify the prospects, and the entire lead generation process should be based on it. You must talk to customers via well-crafted emails, persuading them to take the desired action. Also, data plays a crucial role in the success of your business-to-business email marketing campaigns. So, it would help if you integrated these strategies into your email marketing initiatives to make your campaigns work. 

Don’t hit the dead end! An email marketing expert is around the corner! 

If your email marketing campaign is not meeting your expectations, you can always consider email marketing experts to streamline your lead generation process. Markable Solutions’ core expertise in email marketing has helped businesses generate high-quality leads, establish relationships, and nurture them with meaningful and value-driven content. Experts like us can help you connect you with your ICPs. If you have been wondering why your email campaigns are not working, you should contact experts who’ll help you harness the immense potential of email marketing.