Email marketing is still popular.
In order to feed the marketing machine companies buy email marketing lists as their ability to fill up their email marketing data base is limited.
Drive website traffic
Email marketing lists are not lead generation as they belong to the same camp as SEO, advertising, online advertising, PR, blogging and even social media.
All these marketing methods are for generating interest and awareness with the main goal: to drive traffic to the company website.
Sending emails to people on an email marketing list is like shooting with a machine gun at a herd. It is uncertain these people have any interest in your solution at that very moment. This is even less targeted and having a very low ROI compared to online advertising where your ad is presented to people actively browsing or searching web pages for a certain subject.
Lead generation and qualification
Once the interested person has landed on the website the lead generation and visitor conversion process begins:
- Identification of the company
- Analyzing the level of interest by company for lead qualification and lead scoring.
As only up to 3 percent of all your website visitors will ever contact you or leave contact details in an online form, you need to have a system in place to achieve the identification and level of interest. Otherwise all your previous marketing efforts and investments – including your fancy website – are wasted.
Once you know the visiting companies and have qualified them as leads, only then you should re-target by email in order to keep the awareness of your brand and solution.
Do you buy email marketing lists?