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What is lead generation in email marketing?

Learn how to optimise one of your most important pieces of content, and bring in more leads from your email marketing

When used correctly, email can be one of the most powerful tools in your arsenal to convert potential customers into full-on leads. As with all kinds of marketing, it’s all about how you position your brand and the strategies you use that make the difference.

If you’re still wondering ‘what is lead generation in email marketing?’ or even ‘how can I make lead emails work for me?’, we’ve covered all you need to know below.

Table of contents

  1. What is email marketing?
  2. What is lead generation in marketing? 
  3. What is lead generation in email marketing?
  4. How do you get email leads with your marketing?
    1. Know your audience
    2. Create an offer they can’t resist
    3. Make use of social media
    4. Engage subscribers with valuable, useful content
    5. Personalise your emails to give the five star treatment
  5. Does lead generation in email marketing really matter?

What is email marketing?

If your company sends emails to customers in any capacity, whether it’s a newsletter, notification of sales or receipt of any kind, you already dabble in email marketing. But even if you aren’t up to speed on using email for your business yet, email marketing can be a valuable avenue to travel down.

In essence, email marketing is any way you connect with your customer base and target audience via email. It is your opportunity to condense your business and brand into one virtual letter that can have a considerable amount more impact than you may think.

What is lead generation in marketing?

Lead generation is a crucial component of successful email marketing. The core focus of marketing your business online is to get leads. These leads convert into paying customers, which then go on to create a profit for your business as a whole.

Image of man writing email strategy on whiteboard - What is lead generation in email marketing - Copify blog

Lead generation isn’t exclusive to email marketing, but the two are often linked thanks to the powerful results you can achieve. In contrast to other forms of marketing, the statistics show that email marketing has a big impact on the number of potential customers that buy from your business, converting that lead.

Not only do conversions allow you to see how successful your campaign is, but they also represent how much money you’re making from the work you’re putting in. Return on Investment, or ROI, is a measurable statistic to see just how effective a particular advert, email or social media post happens to be.

What is lead generation in email marketing?

So, what is lead generation in email marketing specifically?

Any email designed to encourage the reader to click on the email and then click through to a website, form, or any other form of communication can be considered a lead generation email.

Essentially, you’re using your emails to capture information and encourage potential shoppers along the sales funnel.

Emails boost your chances of making money while raising brand awareness at the same time. With a click through rate averaging from 8-10% across a range of industries, that’s a huge potential audience you may be missing out on.

How do you get email leads with your marketing?

So, now you’ve got an idea of how lead generating emails work, how do you translate that to your marketing strategy?

Here are a few of our top tips to create emails that generate plenty of leads for your business:

1. Know your audience

If your emails don’t speak to your audience, there’s a chance they’ll skim over them without even taking a proper look at your content. Identifying your target audience is a must for all kinds of marketing, and emails are no exception.

Closeup of 'audience' text as spider diagram on whiteboard - What is lead generation in email marketing - Copify blog

Developing a buyer persona can be an excellent place to start, allowing you to understand your audience’s pain points, how they like to be spoken to, and how they view your brand.

2. Create an offer they can’t resist

Once you’ve got a handle on who your audience is, the next step is understanding how to use that information to create valuable resources.

For your email marketing to be effective, you have to offer something your potential leads want. This technique is known as creating a lead magnet because it draws prospects in by pinpointing their problems and offering a solution. The more relevant it is, the better.

3. Make use of social media

Social media and email marketing go hand in hand when used correctly. Pushing offers and paid posts on social platforms can be a good way to encourage new lead sign-ups to your email marketing campaigns.

Social media is also an excellent way to compound upon existing messages and create even more magnets by talking about giveaways, offers and unique codes your potential customers can get on sign-up.

4. Engage subscribers with valuable, useful content

Once you’ve got new prospects into your conversion funnel, you don’t want them to lose interest or forget about your brand.

The customer journey is an integral part of your email marketing, and you want to provide value in everything you send to them. Whether that’s great deals on their favourite items or the exact solution to a time-sensitive problem, keeping them hooked is vital.

5. Personalise your emails to give the five star treatment

Starbucks hit on something big when they started writing customers’ names onto their coffee mugs. Personalising a product adds value to it and creates buy-in.

Image of someone holding a coffee mug with a name written on - What is lead generation in email marketing - Copify blog

Generic emails and contact-wide content might be good for new launches or big sales, but even in those cases, they aren’t as effective as some well-designed personalisation.

Data is incredibly valuable to you when it comes to marketing to your audience. Whether they are past customers or have a wish list of items saved on your site, you can leverage that knowledge to create emails that speak to them specifically.

Does lead generation in email marketing really matter?

Lead generation via email marketing may sound like a lot of up-front work – and that’s because it is. But high-quality marketing is rarely built overnight.

If you want to make the most impact, your email content definitely matters.

Email is an incredibly powerful way to connect with your audience and can have results far beyond your average SEO or social media marketing strategies.

You soon see the rewards when you put the work in up-front to create a solid email marketing strategy focusing on lead generation. Without strong, engaged leads, it’s difficult for your business to rise to its fullest potential. Similarly, you’ll struggle to retain repeat customers if they don’t see you trying to keep them engaged and involved in your brand.

If you have room in your budget and time to invest, lead generation in email marketing can spell success and help to differentiate you from your competition.

Whether you opt to use a leading platform for email marketing or start small, our tips above are the best way to boost your leads with a clever email marketing strategy.

✏️ Once you’ve secured your leads, it’s time to take the sales pitch further. Learn how conversations fit into your marketing strategy on the Copify blog.


Header image: Brett Jordan 

Embedded images: Campaign Creators, Melanie Deziel, Alex Moiseev 

Harriet Swartout-Phipson

Harriet is a 20-something Digital Marketer/Creative Copywriter based in not-so-sunny North Somerset. Her passions include writing, for business and pleasure, as well as blogging and video games.

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