As email marketers, we are aware of the importance of organizing and analyzing email campaigns. We also know how important each lead received through email marketing can be. We further know that a campaign with an audience of 500,000 and 5,000 total clicks is much less desirable than one with an audience of 10,000 and 2,000 total clicks, although this campaign has a lower number of clicks.

Email marketing can serve as a strong lead generation tool, as long as it is done properly. One way of using email marketing to cultivate leads is through email sequencing. Much like an email series, sequencing sends out targeted messages in a specific order. For example, say your company is attempting to promote a particular product. Instead of sending out a message that is directly specific to the product, create an email series to send to your whole email list. The first email should be a general introduction that explains who you are and what your goals are as a company. The second email can be more in depth, talking about what your company does or your industry. The third email is the one that explains the product you are promoting and the deals you are offering.

By creating this series and sequencing, you are giving your readers the chance to get to know both you and your product. Once trust is established through email marketing, you can start analyzing the leads you are receiving!