Generate High Quality Leads With Email Lead Generation Experts
In an increasingly competitive and saturated email lead generation environment, high open rates alone will not suffice.
To generate email leads and sales, click-through rates are just the first step. What you really need is that all-important conversion. DMCG Results has long been an expert in getting you the conversion rates that truly measure the success of your campaigns. We apply some of the same successful response techniques we discovered over the years, testing direct mail.
Email conversions are not just an art. They’re a science.
It goes without saying that the call-to-action (CTA) is crucial: Call this number. Click on this link. Fill out this form. But it is not enough to build demand, awareness, or product positioning. All of these factors must be leveraged simultaneously. All the while, you must keep in mind that lead quality determines the sales conversion rate.
Let’s look at a couple of examples. If your offer includes a contest for completing a lead form, your lead response rate will likely be high, assuming the contest is well-designed. But such leads will convert at a low percentage rate, resulting in your sales team chasing its tail.
If you ask the respondent for more information to set up a firm phone appointment, your lead flow will return at a significantly lower rate than the contest. However, you will convert such leads into sales at a high rate. Ask yourself: which is more desirable?
Skilled creative development + science-based proven strategies are your key to conversion.
Every element of a response to increase email lead generation is crucial. That means crisp content that grabs attention and prioritizes benefits with bullets and bolding. And design elements that play off our brain’s intrinsic capabilities to prioritize headlines, contrasts, bolding, and judicious use of white space.
It also means understanding the fundamentals of proven direct marketing wisdom, including segmenting lists, utilizing A/B testing, grasping the all-important CTA and its role in conversion, and recognizing what works and why.
Evaluating your leads is as important as receiving them.
Even with a successful campaign, you cannot afford to rest on your laurels. Keep in mind that your leads based on response rates or cost per lead will always be deceptive. Continually evaluate your leads after your sales are known, based on the cost per sale.
DMCG can help your email lead generation efforts get off to a running start and stay ahead of the competition. We understand and create lead ranking and testing scenarios that improve your conversion rates. You can count on it!
What is direct marketing lead generation?
Direct response and direct marketing lead generation are often used interchangeably. The fundamental advertising strategy strives to acquire new business by targeting prospects who are likely to respond to a specific call to action.
The call to action with your offer and its accountability for results differentiates B2B and B2C lead generation marketing from general advertising. Without a call to action from the prospect, all advertising channels become something else.
What is a Call to action?
A call to action (CTA) is the copy in the message that asks the prospect to take an immediate action to receive an offer. Call this number. Click on this link. Fill out this form. Get this offer. All of these are CTAs. The entire message leads up to and sells the prospect on the desired direct lead generation.
It’s not enough to build demand, awareness, or product positioning. A B2C or B2B lead generation agency must leverage all of these elements simultaneously to generate a response.
That’s why a lead generation consultant who specializes in direct marketing must sell more deeply and effectively than other advertising strategists to compel response behavior.
A lead generation marketing agency lives or dies based on its ability to acquire quality leads that convert to sales. DMCG has survived and prospered based on its clients’ profitable direct lead generation.
Lead quality determines the sales conversion rate
Direct marketing lead generation through email, direct mail, and other channels must acquire leads that convert, or the low sales will not allow the direct response campaign to survive.
Here is an example of direct mail lead generation.
If your offer includes a contest for completing a lead form, your lead response rate will likely be high, assuming the contest is well-designed. But such leads will convert at a low percentage rate. Therefore, a high response rate alone does not yield the desired results in lead generation.
If you ask the respondent for more information to set up a firm phone appointment, your lead flow will yield a response rate that is significantly lower than the contest. However, you will convert such leads into sales at a higher rate.
Proper lead quality evaluation
The success or failure of lead generation campaigns is more subtle and complex than the given examples. That’s why evaluating your leads based on response rates or costs per lead alone is deceptive—continually assessing your leads after your sales are known. Evaluate your lead generation campaigns and A/B split tests based on the cost per lead.
This means that your cost per sale is the key determinant of success, not the cost per lead. It certainly is not the response rate. The cost per sale or CPS will help you select the best channel(s), CTA, offer, format, and target identification for your direct marketing lead generation campaigns.
Best lead generation direct mail formats
Effective direct response mail is determined through A/B split or multi-variant testing. The leads and sales conversions to those leads are tracked and evaluated based on the cost per sale.
After conducting hundreds of B2C and B2B direct mail tests across a wide range of industries, DMCG has a reasonably good understanding of which copy and direct mail formats work best for the industries and products it offers.
Self-mailers and postcards rarely outperform the classic direct mail package on a cost per sale basis. It consists of an outer envelope, a personalized letter, and a personalized response device. In some cases, the call to action requires a Business Reply Envelope and the support of a simple flyer or brochure.
If you haven't tested your format, you have missed a major opportunity to improve your ROI by lowering your cost per sale.
Are you facing these problems? If so, we can help
- You are unhappy with your present direct sales lead generation program because it is not delivering the lead quality, quantity, or sales you need.
- Your sales force is clamoring for better quality leads.
- You need to strengthen your direct marketing recommendations and clarify your strategy to management.
- If you are an ad agency, you know general advertising -- but a number of your clients are asking for lead generation help. You need a lead generation marketing agency.
- As an advertiser, your lead programs are getting good results, but response is in decline. You need someone who understands and creates lead ranking and testing scenarios that improve your conversion rates.
- You need a direct marketing professional who really knows direct to help you plan and manage your lead generation program.
Call us now. DMCG can help your email lead generation efforts get off to a running start and stay ahead of the competition. We understand and create lead ranking and testing scenarios that improve your conversion rates. You can count on it.
CONTACT DMCG NOW
Are You Facing These Challenges?
We Can Help
You are familiar with general advertising, but many clients are also requesting direct mail lead generation support.
Your lead programs are getting great click-through results, but your response is in decline.
You need direct marketing professionals who can effectively plan and manage your lead generation program. Call DMCG Results today!
Your current lead generation program is not delivering the lead quality, quantity, or sales you need.
Your sales force is clamoring for better quality leads.
You need to strengthen your direct marketing recommendations and clarify your strategy to management.
“Excellent strategist, flexible, innovative, meets timetable. High integrity.”
CHRIS GALANOS, VP SALES, AVIDYN HEALTH, A UNITED HEALTHCARE COMPANY