For Lead Generation & Email Marketing Professionals Only

May 7, 2010 - PRLog -- SkyworksMarketing.com has published a "Simple Email Lead Generation Flow Chart," which concisely illustrates a multi-step email lead generation campaign.  Leveraging the oft-used phrase, "A picture is worth a thousand words," this flow chart is a useful tool for lead generation and email marketing professionals who may at times have difficulty conveying to clients how a basic lead generation campaign is constructed.

To see a larger image of the email lead generation flow chart, visit
http://skyworksmarketing.com/email-lead-generation/

Since, in the realm of online marketing, email would be considered a mature practice, the accompanying graphic of a simple email lead generation flow chart depicts the flow of a stream of Internet visitors moving through a website, getting sorted into segmented databases and leveraging those databases to maximize marketing leads and sales.

The Offer

The campaign begins with some kind of offer – and typically it's an offer of something for no cost. This can be as simple as a free download, such as a PDF, or an audio program,  a video, or even a multi-message email educational series.

A critical component of the campaign is the offer.  It should be something that is desirable to the target audience, and of course it should be pertinent to the product or services that the business provides.

As an example, offering a white paper about the "3 Most Cost Effective Ways to Promote Your Business Online" might be worth testing as an offer for a company that provides marketing or advertising services, but not for a business that sells office furniture.

Regardless of what the offer is, it does need to be recognized as valuable to the market audience. Especially since, over the years it has become more difficult to inspire visitors to exchange their email address for downloadable information - even if it doesn't cost anything.

On the other hand, if the consumers of the offer truly appreciate the content received in exchange for their email address, they may be inclined to consider such a business that provided the content as a potential candidate for their service or product dollars.

Lead Quality vs Lead Quantity

Lead generation professionals are continually refining their efforts to satisfy the competing interests of quality vs. quantity.

This particular flow chart highlights an attempt to gain a higher quantity of leads AND a higher quality by guiding visitors through an initial two-step process.

More specifically, the initial offer in this example only requires that visitors provide their name and email. However, once that is submitted, an optional survey is presented, with qualifying questions, which also makes an optional request for a phone number. Since a visitor can choose whether to provide their phone or not, they are signaling their interest in a sales call - especially if you make it clear they will be contacted by leaving a phone number.

Email Lead Generation and Database Marketing

This flow chart represents an initial aspect of database marketing. In this example, all emails are stored in a central “All Prospects Database.” Those visitors who entered their phone number are segmented into a “Hot Prospects Database,” whom are immediately contacted via telephone as part of a sales process and ultimately converted to new business.

In the future, as different marketing messages are sent to these databases and as different responses are appended to each contact, the databases are further segmented to gain a deeper appreciation of those who are prospects and buyers, as well as those that have never responded.

Of course, not all the prospects that are included in the sales process will be reached by phone and of those that are contactable, not all will turn into customers.

However, by way of the ongoing email follow-up campaign, which integrates more information about the topic that is of interest to the visitors (as well as additional marketing email messages), these follow up emails represent the crux of this campaign since their ongoing follow up will allow more opportunities to connect at the right time and with the right message with the end goal of converting more of these initial inquiries into hot prospects and new sales.

Bear in mind that most prospects will “not” provide their phone number, which means the majority of conversions from inquiries to actual hot prospects will be a result of these very  ongoing email marketing efforts.  It is only then, after those who are reading the emails get to know your business better, that they will select themselves into the “Hot Prospects Database” by contacting you to ask questions or to buy your product or service.

And the best part is that the entire lead generation process is automated up to the point that prospects enter the sales process.  

For more information about lead generation visit:
http://skyworksmarketing.com/ten-lead-generation-models/

Email Lead Generation Conclusion

This "Simple Email Lead Generation Flow Chart" does not attempt to illustrate all that can be known about lead generation nor even about lead generation via email marketing.

There is certainly more to know about testing the offers and landing pages, as well as testing which survey questions yield the best results in terms of prospect engagement and qualifying the leads.

Furthermore, there is more that one can know about tuning the variables of quantity vs. quality of leads.

There is definitely more that can be known about database marketing and lead segmentation, especially as it relates to gaining more demographic information from your email database as time goes on and as your readers receive more of your mailings.

But this simple flow chart does serve as an example of one method that can be used to construct an email lead generation campaign to increase your business profits.

To learn more about SkyworkMarketing and Pay-for-Performance advertising and lead generation services, visit:
http://skyworksmarketing.com/pay-for-performance/

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