Engaging a customer through an email campaign often takes a complicated series of events, each event occurring at the proper time and in the right order. Each email lead that you are contacting might be looking for something different, and you have to be able to grab their attention—meaning your messages and your campaign has to be versatile enough to engage a wide variety of people.
Some people may prefer to watch videos, others like to download whitepapers or ebooks. Still others prefer to peruse your blog posts for interesting information. Your email marketing list offers should always include some tidbit that leads the recipient to your site, hopefully with the result of having them become a converting customer—whether they download free products and information or make a purchase based on your special promotions.
You are relying on the customer to take action when you are using an email lead campaign. Sending out a large number of emails, hoping to get some interest in your offers is a risk, but if you really do have great offers, then having a strong email address database will lead to great results. Your email should be pushing (gently) the recipient toward becoming an ongoing prospect at the least, and a paying customer ideally.
Different types of email campaigns require different types of messages. Automated responses may be necessary from time to time, such as when a customer signs up and becomes part of your email marketing database. A simple thank you, automatically generated, will make the customer feel welcomed, and hopefully they will be anxiously anticipating your great offers. Including a link to a free download makes for a nice touch, the customer will be pleased to receive some free information just for signing up. Think about using free whitepapers or ebooks that may encourage them to come back to your company for more information in the future. You want to do everything you can to be memorable to those who become email leads, as these are the people who are ultimately your customers.