An effective lead generation campaign will bring in potential customers for much lower cost than a traditional advertising campaign, will see a greater volume of potential buyers, and prepare your business for Q4. Running this kind of campaign is a great strategy for planning ahead for sale, launches, and future loyalty groups or expansion. 

Find the Audience

Starting off you will want to work on an audience that is nice and broad. Similar to a normal conversion campaign you can narrow the audience but that’ll increase your cost per lead and lower your overall lead list potential. In general though, we recommend a large audience as it’s easier to get an email or phone number from an interested party than a full sale.

Getting leads for under $2-3 is ideal but depending on the product or service the cost can go up and still be very profitable. Narrowing down age, gender or location are helpful if you’re a business that wants an in-person launch or only tailors to men or women. 

Creatively Create

Making effective creative design would be a great second step. Typically you can run a design similar to a popular social media post or if you’ve run an advertising campaign before, an effective creative from that. The design should be straight to the point, with the copy serving as additional and more detailed information that many people will still want to read before being redirected to a website.

Make it known if the email list is just for offers, business updates, future sales or even Facebook group access. Though the cost per customer is lower, they will still be cautious to join. Preventing them from receiving spam or unwanted email. 

Timing your Email

A little closer to strategy we will discuss the perfect time to run such a strategy. For email marketing in general, you can launch the campaign at any time. Especially if you want to increase the number of subscribers for a generic email list. For specific products or launches that are not season-based, like a new shirt in June, a few weeks to prepare the audience for the launch is usually enough.

The Holy Grail of email marketing will be for Q4 and holiday shopping. These leads can convert at just about anytime, though a generally accepted average is 30-90 days. In order to make this average deadline using Q3 as a springboard for Q4 sales is perfect. Waiting until September, or more daringly October, can have repercussions such as the audience has been prepared by a competitor. 

Execute the Strategy

Executing this strategy is all about timing, content and accuracy. Sending out too many emails and people will get annoyed and unsubscribe from the list. Not enough emails and you may find buyers unprepared for the launch or product, though they will likely remain on your email list.

Finding the sweet spot will rely on the content you send, and the complexity of the product. For clothing no more than a few emails should do it. Service providers will need to go more in depth, show examples of success and previous buyer testimonials. All of these tips will result in an effective campaign. Just as a normal conversion marketing strategy, know your audience, and you can sell to them.