Generate High Quality Leads With Email Lead Generation Experts
In an aggressive and increasing saturated email lead generation environment, high open rates alone will not cut it.
To generate email leads and sales, click-through rates is 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 filling out a lead form, your lead response 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 come back at a much lower rate than the contest. But you will convert such leads to a sale at a high rate. Ask yourself: which is more desirable?
Skilled creative development + science-based proven strategies is your key to conversion.
Every element of a response increasing 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, using A/B testing, understanding the all-important CTA and its role in conversion and knowing what’s working 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. Always evaluate your leads after your sales are known based on the cost per sale.
DMCG can get your email lead generation efforts off to a running start and help you stay miles 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 interchangeable phrases. The fundamental adverting 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 or CTA is the copy in the message that asks the prospect for 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 and generate a response simultaneously.
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 by email or direct mail and other channels must acquire leads that convert, or the low sales will not allow the direct response campaign’s survival.
Here are some direct mail lead generation examples.
If your offer includes a contest for filling out a lead form, your lead response will likely be high assuming the contest is well designed. But such leads will convert at a low percentage rate. So high response alone do not achieve the desired results.
If you ask the respondent for more information to set up a firm phone appointment, your lead flow will come back at a much lower response rate than the contest. But you will convert such leads to a sale at a higher rate.
Proper lead quality evaluation
The success or failure of lead generation campaigns are more subtle and complex than the given examples. That’s why evaluating your leads based on response rates or costs per lead are deceptive. Always evaluate 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 success determinator and 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
Direct response mail that works is determined through A/B split testing. The leads and sales conversions to those leads are tracked and evaluated based on the cost per sale.
After experiencing hundreds of B2C and B2B direct mail tests in a wide range of industries, DMCG pretty well knows what copy and direct mail formats work best for the industries and products offered.
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, 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 have not tested your format, then you have missed a major opportunity to improve your ROI and lower 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 get your email lead generation efforts off to a running start and help you stay miles ahead of the competition. We understand and create lead ranking and testing scenarios that improve your conversion rates. You can count on it.
