Recruitment of prospects through email marketing: how it works and who should use it

Anyone who has been in digital marketing for a while will have heard of the road capture.

The capture of prospects (or leads) via email marketing is nothing more than email submissions to very careful databases (qualified and optimized) that are rented to agencies that own them. They are usually sent as dedicated emails, meaning the entire message is about your promotion.

To find a database provider would be good to make sure that they are Premium databases, that is, exploited exclusively and with double opt in, that is to say, that the subscribers who are registered in them not only registered their email in a field but also have confirmed that they have the interest and grant authorization to send them information, promotions, etc. based on the interests it declares to have.

In addition, it is important that these providers have their own technology, both to carry out the shipments as well as to measure the actions that these users carry out when interacting with your advertising, from an opening, a click or registration. Besides that comply with all current regulations, such as in the case of European suppliers, since it is the most demanding law that exists in the world on this subject.

Math of Lead Acquisition

If all goes well, those subscribers will click, and those clicks will convert to either a registration or a sale. Recruitment email marketing is charged based on how many subscribers your email message will be sent, or how many clicks your email will receive.

In the end, you may end up with ad conversions They cost less than other types of advertising.

Now, there are a large number of companies that declare that an angular part of the growth of their databases and therefore clients, is due to recruitment via email marketing, which was the key channel to publicize their products in a massive way, as well as attracting potential customers without representing them a considerable investment. So it’s worth your time to at least find out how it works.

Who does email marketing work for to attract prospects?

It is a channel that can work very well for:

• When you have a small budget. And it will be enough to do some basic tests with email marketing ads.
• Sector with very high CPC’s. If your business is registered in an industry where pay-per-click prices are through the roof. In this case, the cost per click of the email ad(s) can be much lower than what you would get from any other digital channel.
• saturated niches. If you are in a niche that is completely saturated with content (such as cars, credits, tourism, etc.)
• High competition in Search. If you are in a niche with intense competition for search engine traffic.
• For launches and traffic generation. Whether you’re about to launch a product, or need to drive traffic to a page quickly.
• You don’t have time and you need results. If you don’t have time to write posts, build an audience, or do anything that takes more than a few days to see results.
• You need to help your sales force that depends on capturing leads for commercial and closing work.
• you are a B2B and you have a difficult target to identify in other digital channels such as Facebook
• You have exploited the universe of prospects from other channels and the CPC has become more expensive when looking for new opportunity niches.
• You require a branding action always on low cost for seasonal communications, discounts and news
• For your type of business, email marketing is the channel that best converts you and the one that brings better quality traffic, after a couple of emails you are able to make them buy

How to do the math on whether prospecting will be worth it for you

Starting from knowing your current ones in your main channels (such as Facebook and Adwords) you can find two scenarios for emailing. That’s because you never know what results you’ll get. The best thing to do is figure out a realistic result and see how it compares to your current cost per conversion. It then reruns the numbers with the worst case scenario results:

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