There’s an absurd amount of information and strategy out there around email. It makes sense; you can do a lot with email. After all, all the B2B leads out there have one.
Mostly, you’ll find people talking about nurturing campaigns, newsletters, and all sorts of inbound-marketing email tactics. Those are perfect strategies for after the contact’s already in your funnel, but what about before?
You can generate new leads from email marketing, too, and push them right into your MA of choice to get those nurturing campaigns rolling.
Generating Leads with Email
It’s important to note that this is exclusively a B2B thing. Generating leads with email means reaching out to cold contacts, and that’s a no-go in the B2C world.
The whole process really boils down to two requirements:
- A well-targeted, high-quality list of cold B2B contacts from a reputable data provider
- A way to successfully send email marketing campaigns to that list
Marketers today are often used to fairly manageable email list sizes – you might have twenty or thirty thousand contacts in your email list – but generating new leads requires campaigns on a whole other scale.
Think of it this way: getting a cold contact to jump from “never heard of you” to “enthusiastically filling out a form” in one fell swoop is a lot harder than convincing a subscriber to open your latest newsletter.
In order to be truly effective at lead generation, you want your campaigns to go out to as many contacts as possible: hundreds of thousands, even millions, of contacts, because the benchmarks for cold email are very different from what you might expect coming from inbound.
The flip side is you also want your contact list to be as targeted as possible, because a better list means better performance.
Getting the Right List
So you need a list that’s as large as possible and as specific as possible. It’s a balancing act, so here’s what you do: instead of going all-in on one huge list, get multiple smaller, more well-targeted ones.
For example, let’s say you’re a SaaS company with multiple buyer personas developed. Using each persona as the basis for your list selection, you might opt for a list of B2B Sales Managers, another of B2B Marketing Managers, and so on. This way, you can build up the scale of your campaigns while retaining as much targeting precision as possible.
This also means you can write much more specific email and landing page copy aimed at each audience.
It’s critical that you source your list from a reputable data provider; in other words, a vendor who sells high-quality lists that aren’t scraped.
Scraping is using a bot to crawl the web and collect anything that looks like an email address. It’s an imprecise method that leads to enormous piles of bad data and spam traps, and sending to one of those lists can seriously damage your sender reputation.
If you’re not sure where to find a good vendor for cold B2B contacts, get in touch with us. We partner with a number of them and we’re happy to help.
Sending Huge Campaigns that Miss the Junk Folder
Once you’ve got your cold contacts, you need a way to reach them. Typical email providers like Gmail, Outlook and so on – alongside MA platforms like HubSpot – aren’t equipped to handle large-scale campaigns or cold campaigns. In fact,many of them expressly forbid sending to cold contacts.
That’s because if they tried, they’d mess up a lot of clients’ accounts. Most email providers share IPs and domains among users, which means if we’re both using the same service, the IP you send from today might be the one I use next Tuesday.
When you’re talking about cold email, that’s an issue, because IPs and domains have their own sender score, basically a rating that tells spam filters how trustworthy your campaigns are. If you do something that damages an IP’s sender score, my campaign will get negatively impacted.
There are other reasons too, but in general, to send successful cold campaigns, you need software designed specifically to handle all the extra technical hurdles associated with it.
Why Email Lead Generation (ELG) Software is Critical
Cold email is a challenge – as time goes on, spammers constantly come up with new ways to foil spam filters, and the spam filters become more advanced to compensate. At this point, they’re on the lookout for so many red flags that it’s impossible to keep them all straight in your head.
Clickback’s ELG software is built expressly for generating leads using email, which means it has all of that built right in. It handles all the behind-the-scenes challenges, and helps you with creating spam-filter-friendly content, too.
There’s an ever-evolving list of spam trigger phrases that will increase the odds of your campaign getting sentenced to the spam folder, and it’s so big already that you’d go crazy trying to memorize it. One of the ways our ELG tool helps is by auditing your content on demand.
It checks your content and lets you know if it finds anything – words, phrases, formatting etc. – that might negatively impact your inbox rate. That way you can write awesome content freely, and then tweak it if there’s anything potentially negative in there.
That’s just scratching the surface. Generating leads with email marketing is an untapped goldmine for B2B marketers.
Want to see it in action for yourself? Book a live 1:1 software demo!