• Author: Team
  • Date: May 18, 2012
  • Category: Online Advertising

While there are numerous types of lead generation strategies out there, direct email marketing is a channel that has proven to be effective time and time again. Direct email marketing is an email-based campaign in which a category-specific advertisement is delivered to a targeted list of opt-in email subscribers. When done correctly, this form of marketing can bring your business qualified leads. Based on the success our advertisers have seen, let’s talk about some reasons why direct email marketing is an excellent way to generate leads.

Pre-qualified Subscribers

The fact that subscribers have already opted in to receive emails and are pre-qualified is perhaps the most compelling reason for the effectiveness of email advertising. In order for a person to receive emails, they must have first willingly signed up as a subscriber and have an interest in the type of category you operate in. In the event that they don’t want to receive any further emails, he can simply unsubscribe and opt out.

This means that every potential lead has a genuine interest in the products or services that your business offers. It also means that no one will be getting spammed by receiving emails and ads will be professional in appearance. Consequently, you can expect to see a relatively high conversion rate at a cost per acquisition rate that won’t break the bank. In many cases, this even leads to a loyal, long term customer base.

4 Steps of Qualification


Another reason for the effectiveness of direct email marketing for lead generation is the three steps that must be taken before a person arrives on your landing page. For example, an individual must:

a) See the subject of the email
b) Have enough interest to open the email
c) Read the creative relevant to their interest
d) Be motivated to click the call to action

By email requiring a person to perform these four actions, it means that they will usually have a high level of interest in your business by the time they reach your landing page and is most likely a viable lead. At the same time, these steps tend to filter out people with minimal or no interest because these people may perform one or two actions but aren’t likely to complete all four. As a result, you can expect to reduce the amount of money you spend per conversion.

Highly Targeted


This form of lead generation is also effective because it focuses on a highly targeted segment of the population. Regardless of the niche that your business is in, direct email marketing concentrates on reaching subscribers who have a serious interest in what you’re offering. By utilizing a network of tier 1 email publishers that cover a plethora of categories, your business will be exposed to only the most relevant people who are leads. This way, you can streamline the process of generating leads and be assured that your ads are exclusively reaching your specific demographic.


No Risk of Click Fraud


Since email publisher’s success hinges upon your success, it is in their best interest to consistently match you with interested consumers that have a high likelihood of turning into customers.

While direct email marketing is highly effective, it takes an experienced network of trusted email publisher partnerships to deliver real leads to your website.  Give a call to speak with a direct email marketing expert.

Have any feedback? Questions? Place them in the comments below!

-Daniel Yomtobian

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