How to Optimize Customer Quality with Email Lead Scoring

  • How to Optimize Customer Quality with Email Lead Scoring

    Are you facing a storm of low-quality leads?

    Then you are in the right place!!!

    We are here to decipher the code to generate the best quality leads through lead scoring.

    What is Lead Scoring?

    Lead scoring is the process where every action of the user is tracked and measured based on points. As you have the numbers to refer to, you can prioritize the leads and accordingly target them. The high-priority leads get special treatment from the marketing and sales representative with regular follow-ups.

    The below graph represents the quantitative numbers, where almost 48% of salespeople stated having more quality leads to convert them as customers.

    Lead Quality Stats

    Source: b2bleadblog

    Even Steve Jobs, in his quote, said:

    “Quality is more important than quantity. One home run is much better than two doubles.”

    How is this lead scoring executed?

    For example, if a customer

    • Randomly checks your website – 2 points
    • Checks your pricing – 10 points
    • Visits your website regularly – 5 points
    • Download the whitepaper- 5 points

    All this significantly helps you quantify the customer’s interests and optimize customer quality. The outcome is the generation of the leads that actually bring revenue for your organization.

    Find some of the effective methods for the right lead scoring:

    1. Increasing the engagement process:

    Customer engagement is the key to success. You cannot deny this fact.

    Marketers across the world have implemented different tactics to improvise this process, but only a few of them are successful. So, what are those tactics?

    First, let’s understand when a prospect lands on to your website via the email campaign, you have some secs to capture their attention. If you could not do this, they would hop onto the other site. The trick here is to elongate their stay via good content and images that interest them.

    engagement

    Source: addthis.com

    Wayfair, an e-commerce company based out of Massachusetts, USA, keeps its customers engaged by recommending the products they have seen before. This tactic hooks the customer to stay for a longer period on the website.

    You need to also decrease the loading speed of your website. This limitation irritates a significant number of customers.

    bounce rate

    Source: convert.com

    Even if the loading is delayed by one second, the bounce rate is increased by 56%.  As a marketer, this would be the last thing you want.

    2. Simple and strong CTAs:

    You send a huge number of emails to the recipients but most don’t get you the desired results!!!

    Quite disappointing for a marketer.

    However, if you search for the right reason, you would often find the confusing CTA as the culprit.

    You should know CTAs are to make it easier for the reader. Design it well, with the right color, content, and place it at the best spot in the email.  This would immediately grab the right eyeballs. The decision-makers termed as the high-quality leads have less time, so these CTAs would save their time by subtly conveying them to take the next step.

     

    zendesk

    This unique example of Zendesk shows that you can even design the best email with multiple CTAs, but all should be clear and concise to produce effective results.

    3. A Result-oriented Subject Line:

    Ever wondered about your poor open rate?

    It’s simple, you do not have a strong subject line. The subject line is like a sneak peek of what to expect in the body of the email. It aims to raise the interest among the reader so that they keenly wait for the upcoming story.

    Acknowledge the fact, the right decision-maker decides to open the email by just seeing the subject line. Therefore, make it as interesting as possible.

    The question here is, what interests these set of customers?

    Well, the answer is, hard facts, numbers, proof, data, something that is a great concern for them, and so on…

    buffer

    “Buffer has been hacked-here is what’s going on,” this was the subject line of the email that Buffer sent to its users. And the company witnessed a good open rate.

    Why do you think so?

    It’s because hacking could have an impact on the business results of the user.

    When you understand the pain points of your customer, then more than half of your job is done. It gets you on the right track.

    4. Demographics:

    The boomers, Gen Y, Gen Z, are all different. They have varied choices, and that’s because they are exposed to different social circumstances and advancements in technologies.

    If you want to connect each of these customers, then you have to segregate accordingly based on this factor. The next thing to follow is segregating based on their gender.

    What’s the use of sending content designed for the female subscribers to all?

    segmentation-strategies

    Source: Neilpatel

    It would drag down the quality of your leads and also the results of your campaign. Just as you can observe this email, it has all the required elements to impress a female subscriber. But will motivate the male subscriber?

    5. Email content aligning with the subject line:

    If your email content does not align with the subject line, then the recipient might feel cheated. It would make them lose trust in your brand. So, always make the body content a continuation of the subject line in the email. This way, you could make your recipient read the email, and make them execute the action you planned for.

    Crafting the right email content is a part of B2B content marketing.

     

    email content

    The subject line happily conveys, “You are invited.” It then follows with the right information in the content body. The information is about joining the exclusive club of investors who share the same ideas and business strategy.

    The tactic improves the lead scoring process and gets the leads that convert easily.

    Conclusion:

    A marketer has to optimize its marketing practices if he wants to improve the quality of leads. Most of the high-end customers with time-constraint have many options to look into. So, you should grab the opportunity when they land up on your website.

    This blog makes you aware of the best marketing practices to implement in your strategy and stimulate the lead quality.

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John Mathew, Direct Consultant