Email Lead Enrichment Tools: What Are Those and Why You Need Them
First published: August 31, 2021 @ 6:00 pm
Email marketing software is probably one of the most powerful tools for lead generation in existence. As such, it deserves to be used correctly. Unfortunately, for most marketers and sales team, email marketing tools are just a matter of “set and forget” which leads to low response rates and poor quality leads.
This post will help you understand why you need to use email lead enrichment tools, how they can improve your marketing efforts, and save time for your sales team.
Lead enrichment is the process of sending more relevant emails to a list than the basic subscriber information that was gathered at sign up. Lead enrichment is the practice of sending more specific information about your company details, products and services to your subscribers.
This means that you can provide a much more targeted message to your subscribers, which in turn results in higher response rates and increased conversion rates. In addition, it’s also important to understand that lead enrichment can increase brand awareness among new prospects.
For example, if you were able to provide a lead with more information about your company than just an address and phone number, they would have a much better understanding of who you are and what you do.
Before we get into how lead enrichment tools work, let’s talk about why marketing team should use them at all. For one thing, lead enrichment is an extremely effective way to segment leads so that each one gets the best qualified prospects based on their needs and interests.
This allows you and your sales team to maximize the effectiveness of each marketing campaign so that you can target exactly the right audience for each piece of content that you produce. But perhaps even more importantly, lead enrichment tools allow marketers to easily create a high-quality list for their email campaigns.
If you have hundreds or thousands of email lists in your database (and most B2B marketers do), then it’s easy for a subscriber to miss an email from you if you send it at the wrong time or send it to the wrong person. There are several reasons for using lead enrichment:
More targeted messages lead to higher response rates. A recent study by HubSpot found that companies with 100% response rates have a 30% higher conversion rate than those with lower response rates.
Companies that have an average or below average response rate tend to be in industries with low demand for their products/services. Therefore, the likelihood of them buying is small, but if they do buy, they are likely to buy often.
You want to make sure that each email you send is extremely relevant to the prospect because if they feel like they are getting no information from you, they may feel disrespected and unsubscribe from your list altogether.
This in turn means that you lose out on potential sales and may end up having to spend money on future campaigns with lower response rates or even lost sales because people unsubscribed due to bad communication from you.
Creating more specific content with personalized outreach that helps you to identify the interests of your prospects allows you to tailor your marketing messages so that they are much more relevant and useful to the individual.
Lead enrichment also allows you to identify the different segments of your list and customize the content that you send to each one. This is important because it allows you to increase your response rates and improve your conversion rates as a result.
Lead enrichment tool can be divided into two types: a lead generation tool and lead management tool. Let’s take a look at each type of tool and how they work.
Lead generation tools allow you to create more targeted email lists based on your specific needs. This means that they give you the ability to provide a high-quality message based on the data that is provided by your subscriber’s contact information.
A great example of this is Lead Magnet, which allows you to create more relevant email generation strategy for subscribers by using a short snippet of information about your company as the basis for your messages.
In addition, lead generation tools allow you to create lists with custom segments based on various criteria, such as industry, job function, geographic location, customer experience, and more.
For example, if you were sending out emails related to SEO, then you could segment your list so that each subscriber received an email with an actionable takeaway for improving their own site’s ranking in Google.
Lead management tools allow you to keep track of your subscribers and send them the most relevant emails based on their previous behavior and past customer experience.
For example, a lead management tool like Inboxaroo can help you to easily segment your list so that you can send only the most relevant emails to each subscriber.
In addition, it allows you to manage your list so that you can make sure that each subscriber is getting all the relevant emails and avoid sending an email to someone who has already unsubscribed from your list.
Lead management tools also allow you to automate the process of sending a specific message or content to subscribers who have not yet responded to any other email messages.
This is useful because it allows you to increase response rates and improve your conversion rates while saving time by eliminating unnecessary steps in the process.
Because lead enrichment is an important tool for business owners, it’s important to know how to use it correctly. It’s important to understand that lead enrichment is an effective way to segment your list so that you can target each individual subscriber with the most relevant content.
Here are some tips for using lead enrichment tool:
It’s important to understand that not all of your subscribers will respond the same way to a specific email message. Therefore, it’s best to create different lists based on the criteria that you want to target.
For example, if you wanted to send more targeted emails related to SEO, then you could create two separate lists based on what keywords you would like your subscribers to use when searching for products and services related to your industry.
A good way of knowing what type of content is most effective for each segment is by observing what type of behavior they show in their previous interactions with your company.
For example, if a subscriber has not responded yet, but they have already subscribed and purchased from you before, then there is a good chance that they are interested in the same types of products and services as well.
Therefore, this is a good time for you to email them related to those types of products and services.
It’s important to know how many subscribers you have in your list and what type of information you need to collect from each one. You should also keep track of the types of content that you send to each subscriber as well as the different ways that they interact with your emails.
For example, if a subscriber has purchased a product from you before, then it’s a good idea to send them more information about it. However, if they have not yet responded to any other email messages, then it’s probably best to send them something completely different.
A good way of getting more targeted subscribers is by creating a list based on their interests or specific needs.
For example, if you were sending out an email related to SEO, then you could create a list based on keywords that people use when searching for information related to your industry and send those subscribers an email with some helpful content related to those keywords.
It’s important to know how many subscribers are still unsubscribed from your list and how many are already active so that you can send the most relevant emails at the right time and place.
In addition, it’s also important to keep track of how long it takes for each subscriber to respond.
For example, if a subscriber has not responded to any other email messages in the past month, then it’s probably best to email them about the same type of product or service that they purchased from you before.
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