6 minutes to read

How to Generate Leads from Email Marketing

How do you stand out from the crowd with your email marketing? Although email is still the main form of communication on a day to day basis, it is also the most oversaturated. People are constantly getting messages from colleagues, friends, marketers, and more. So, how do you use this tool as a way to generate new leads, nurture those leads, and close them as customers?

One of the ways to turn a visitor into a lead starts with getting their contact information. This is typically accomplished through a content offer or a opt-in mailing list. However, you must continue to interact with your contacts after you have gained their information to take them through their buyer’s journey.

So, the question remains: how do you turn a visitor into a lead and a customer through email marketing? Studies show that 51% of emails are now opened on the go. How do you ensure that your email will stand out in your visitor’s busy lives and crowded inboxes.

We’ve come up with a list of six tips to help generate more leads and customers through email marketing.


Keep track of your emails by using a content calendar. Download our free Content Calendar Template here to get started!


Your visitor signed up for a newsletter or downloaded content - what next?


Nurturing Emails

Once you have contact information for a potential lead and customer, use it! Automated nurturing and drip campaigns are a great way to progress your relationship with your new lead and potential customer.

These emails provide a way to continue the conversation with your leads by offering them valuable content that progresses in its specificity as the campaign progresses.

For example, if you have a visitor that downloaded a piece of content from your site:

  • Your first email would deliver the requested content
  • You would then follow up with the lead a set amount of days later with an additional piece of content that is in line with what they originally showed interest in
  • This would continue to progress until you eventually offer them a consultation or phone call to discuss specific questions or close them as a customer


Personalization and Lists

Another way to gain the attention from visitors and leads is to take the time to make emails that are personalized and specific to that lead. While you may not have the time to send individual emails to every single person who shows interest in your company, you can create lists and groups of leads who have similar interests.

These lists will allow you to send specific content that is relevant to the individuals in the list instead of sending the same content to every single one of your contacts.

You can also take advantages of using personalization in your emails. By using CRM programs that allow for personalization when sending out emails, you can capture the attention of leads and potential customers and make them feel as if they are not a part of a mass email. Personalization will also help your email stand out in an inbox full of marketing and sales propositions.

By using personalization and lists in your emails campaigns, you accomplish two things:

  1. You grab the attention of leads by creating emails that are tailored specifically to them by including personal details and content that is tailored to their interests
  2. You can gauge what content leads are interested in and send them similar content to continue to guide them through their buyer’s journey towards becoming a customer.


Short, Specific, and Goal Oriented

Emails must be read by leads if you are hoping to close them as customers. You could have the best email in the world, but if the lead doesn’t open or read it, it does you no good.

One of the best ways to encourage leads to not only open emails, but to read and respond to them is by keeping your emails short, specific, and focused on one particular goal.

People are busy and don’t often have time to read overly wordy or flowery emails. They want to know what you have to offer them in your message and what they have to do to receive this information. Knowing this, you should make your email as easy as possible to digest and respond to.

Ways to do this include:

  • If you want a lead to visit a link, make that link prominent
  • Let your lead know what they will see when they get to this link
  • If you can say this in two sentences instead of 4, great! If you need 4 sentences, make sure they are 4 valuable sentences.

The easier your information is to digest and interact with, the more chance you have of getting the response you are hoping for.


Answer a Question or Provide Something of Value

If people have given you their contact information, it is because they feel you have something to offer them. Don’t let them down!

Be sure every email you send is:

  • Mindful
  • Answers a question or provides a solution
  • Valuable to your leads

If you send these leads information that they didn’t ask for or isn’t relevant to them, they will not want to progress towards becoming a customer. They could even unsubscribe from your content and you could lose them as a lead altogether.

This is why you should be upfront about what you are offering (be it a newsletter or a piece of content), what contacts will be getting from you in the future, and approximately how often they will hear from you.


Progress Leads Through Your Sales Funnel Instead of Sending Them Similar Content Over and Over

The goal of gaining contact information from new leads is to eventually convert and close them as customers. Whatever initial content they are receiving from you will probably not be the information that causes them to automatically become a customer.

Because of this, you need to mindfully continue your communication with them and help them progress in their buyer’s journey. If you continue to send them content that pertains to the beginning of their journey, then they will never progress.

For example, say you are a company who specializes in hardwood floors for homes. If a lead requests to download your ebook on different types of flooring options for homes, they are probably in the beginning stages of their buyer’s journey. They are deciding which type of flooring they would like in their homes.

Once they have received and read your ebook, they have tons of information on their options. Instead of continuing to send them blog posts and other content on different types of flooring, try sending them a piece of content on the benefits of hardwood floors. Now they can progress towards making a decision on the type of flooring they would like.

You can then continue to help them progress by sending them information on what makes your hardwood flooring company stand out from other options. Finally, if they continue to respond to your efforts and progress through the buyer’s journey, you could offer them a free in-home consultation with one of your representatives.

In this example, you helped your lead progress from a visitor to a lead to a customer by providing them with different content instead of keeping all your content the same.


Include Sharing Options to Expand Your Reach

A final way to generate leads and customers through email marketing is to allow your leads and customers to do the work for you, so to speak. If your lead finds your content relevant and engaging, they may want to pass it on to colleagues and friends.

By including easy and prominent options for content sharing, you can use your current leads to gain new leads and customers.



Email is a great tool to turn visitors into leads and customers through nurturing campaigns and content offers. You must remember, however, that this will usually not happen with just one email.

Turning leads into customers is something that takes time and research. If the time is put into your email campaigns, you will see a positive return in terms of new leads and contacts.


The best way to ensure you are sending the correct content to the right leads is by developing a buyer persona. Download our free Buyer Persona here to get started!

Learn How to Create  Your Own Buyer Persona 

Written by Amy Silberman

Client Success Manager