While email may not garner the same hype as new technology, it’s still the workhorse of inbound marketing. A recent Salesforce benchmark report showed that 73% of all marketers consider email marketing the core their business and that 74% believe email produces or will produce significant ROI in the future.

With this in mind, here are some email marketing tips that will generate more leads for your business.

1) Build Your Own List and Create Multiple Subscription Lists

Rather than renting lists, spend time to build your own email list over time. Implementing a subscription box, a call-to-action, or engaging downloadable content on your website allows visitors to sign up on their own volition. And it allows you to capture their information and grow your subscription list.

Taking things a step further, use the specific information provided by your subscribers to segment your lists. Smaller, targeted lists allow inbound marketers to send relevant content to specific personas. According to Hubspot, targeting emails by persona increases click-through rates by 16%.

2) Create Incentives

According to Radicati Group, a technology market research firm, the average business user sent and received an average of 121 emails per day in 2014. With stakes so high, inbound marketers must put in the extra effort to attract prospects.

And according to Hubspot, including an incentive in your subject line can increase open rates by as much as 50%. Keep things crisp and concise: “Free Shipping When You Spend Over $50” and “Receive an iPad with Demo” are examples of smart, focused headlines.

3) Focus on Content and Engaging Subject Lines

You’ve heard it before: content is king. And there are no exceptions when it comes to email marketing. Your content needs to be top-notch if you want people to stay subscribed and share your emails.

Similarly, you need to draw readers in with compelling subject lines. As a general rule, a good subject line should be between 30-50 characters. It should be timely, relevant and create a sense of urgency. Readers should already have a sense of what to expect once they open the email.

4) Utilize Social Media

Social media can bolster a stale email campaign—and attract qualified prospects. Here are some quick tips regarding specific platforms.

  • Twitter: promote a whitepaper or similar downloadable resource that requires users to provide an email address to receive.
  • Facebook: add a call-to-action on your Business Page that links to a landing page that requires an email address for access.
  • LinkedIn: promote links to landing pages on your Company Page or in relevant LinkedIn group discussions.
  • YouTube: leverage a company channel by adding enticing calls-to-action and URLs in your videos that encourage users to subscribe to your email list.
  • Google+: promote email sign-up offers through Google+ updates and your “About” page.

5) Pay Attention to Design

Aesthetics can go a long way. And with inbound marketing campaigns, simplicity and readability are key. Keep colors consistent with your brand, and stick to fewer than 3 typefaces. The less clutter in your email, the more engaged your users will be.

Also, make sure your emails are between 500-650 pixels wide. If you go wider, then users are required to scroll horizontally to read your message—which they probably won’t do.

The end goal of any digital marketing campaign is to draw website traffic and convert prospects into new leads. But what happens next separates a good inbound marketing company from its competition. Creating efficient, engaging email marketing campaigns will set you apart from the pack—and help convert prospects into leads.

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