You’ve probably already heard that email marketing is one of the main tools for prospecting a brand’s audience and, consequently, increasing sales.
Almost every day, you probably receive a large number of emails. And what they all have in common is that they were sent to you with the intention of being read.
And this is no coincidence: worldwide, 4.48 billion people used email in 2024 , which represents more than half of the world’s population.
With such a large number, it becomes increasingly clear how important email can be to the success of a marketing campaign.
Why use email?
People don’t believe it, but in fact, email marketing is an extremely powerful tool for prospecting customers and boosting sales of your company. It allows you to reach several people with the same message at one time, yet personalized, and it boosts chances of buying by a potential customer.
Furthermore, with the help of email marketing, you’ll be in close contact with your customers, and this will enable you to bring these customers to loyalty. In other words, it can be applied in order to keep in contact with active and potential customers, thus developing more sales.
However, though a very efficient tool, email marketing still gives doubts in people’s minds.
And one of the main questions is how to prospect clients via email in the correct way.
With that in mind, we decided to write this post with 4 tips to help you prospect clients via email and sell more.
1. Before prospecting, build a contact base
The first tip for prospecting customers via email is to build a qualified contact base. This means that you must have a database with the emails of people who identify with your product or service.
One of the simplest ways to get these emails is through Inbound Marketing . This strategy is used and built to attract, convert and delight customers. And the most common way to attract users is by offering content in exchange.
To access this content, the users will be requested to provide their personal information, such as, for example, an e-mail address. To observe the LGPD requirements and, first of all, always to leave a message for the lead, legalize communications and data use.
The most prominent method of lead capture to put together a database is through your website’s capture form. The capture form is a lead generation tool by which you can gather data from your visitors for access to something such as the delivery of an e-book or attendance in a webinar.
Besides having a capture form on your website, you can also collect the email addresses of your followers through social media. One of the easiest ways of doing that is by using Facebook Ads or even Google Ads.
Facebook Lead Ads is a Facebook tool that lets you create a capture form within the social network.
When someone clicks on your ad, the form opens up and Facebook automatically prefills the data with the contact details of its user (name, email, phone, etc.).
There’s also a more grassroots approach to getting contacts into your database: investing in networking and attending fairs and events. Here, at events, you can hand out free valuable stuff – an e-book or a brochure, for instance – for the contact information of your potential customers.
2. Segment your base
The second tip for prospecting clients via email is to segment your contact base.
This means that you will have to split your contacts into groups based on certain criteria, such as the customer profile, location, behavior, type of subject the lead is interested in, and so on.
Segmentation is important because it lets you send more personalized and relevant emails to your audience, thereby making chances for generating a qualified lead.
This also minimizes your number of emails landing in spam, which also hurts your deliverability.
3. Create an email campaign
The third tip for prospecting customers by email is to make an email campaign.
An email campaign is a series of emails that would be sent to a target group in terms of achieving certain objectives like sales generation, lead generation, and so on.
A message will be what constitutes the success of an email campaign. This must appeal to the recipient’s eye as well as be relevant. After all, we saw earlier how huge the number of emails a user receives every day is. In practice, in order for your message to reach the recipient’s hands, you have to make the right decision on the subject line.
Top tips to increase your open rate:
- Understand the behavior of your base;
- Prioritize times with the highest peak openings (have reports on hand);
- Avoid commercial terms to avoid SPAM;
- Be creative, not sensationalist;
- Always do A/B testing.
Additionally, it is important to define an objective for the campaign and create a landing page to direct leads. A specific page for the campaign, where the user is directed after clicking on the email.
The landing page shall contain a form where the lead should enter his contact details, along with a short descriptive text of the product or service. The optimization of the page both in SEO and in the mobile version has to be done because nowadays many people use their cell phones to surf the internet.