Lead scoring is the process of scoring the leads to identify the most winning leads for the sales funnel. This method is now increasingly and successfully used by marketing and sales teams to identify the right audience and boost their ROI with optimal efforts.
Lead scoring systems assign scores according to key attributes such as demography, actions (website visits, downloads, etc.), and even recent searches. In a nutshell, they score the leads according to their interest in a business and conversion potential. When the leads attain a certain score, they are qualified as top leads and go through a pre-planned sales strategy.
The email lead scoring system is lead scoring for optimized and result-oriented email campaigns. There are several lead-scoring best practices that can help in eliminating the fluff and improve the quality of the leads.
Email Lead Scoring Best Practices that Help
1. A Crisp Subject Line
More often than not, bad, confusing, or quirky subject lines fail an email campaign. It is important that the subject clearly states what’s in the email and highlights the benefits so that the receiver is keen to open the email.
2. Strong and Clear CTAs
CTAs or Calls to Action are crucial and not just their color or position but also what they say. Marketing experts say that simple and clear CTA messages work better than smart or stylish ones. Because at the end of the day, a customer has to click on the CTA and if he/she fails to understand that, the whole marketing effort fails. So, strong and clear are the keywords here.
3. Demographics
It is important that the audience of the email is chosen with caution. A personalized email is appreciated only when it makes sense. For example, A campaign for a Female Clothes line should go to a mostly women audience group. Similarly, a discount voucher for winter jackets should mainly go to customers who are experiencing very low temperatures at the moment and will have a use for it.
4. Email Content Quality
After a good subject line, people expect to read content that explains the subject. It should align with the subject line and if an offer is mentioned in it, customers should find an offer code in the email. The email content should have a proper flow, it should be structured with subheads and images and of course, be true. This approach builds trust and ensures that customers do not mark a business as spam. So, lying in the subject line is a big no, no, and writing vague email content is a bigger NO.
5. An Efficient Landing Page
When a person takes an action on an email and lands on a website, the landing page should hold them there for a long time for a conversion to happen. And this is where we talk about the UX/UI. The design of the landing page, color usage, content placement, content quality, and even the placement of CTA and the page load time decide if a customer will stay on the website for a long duration or will increase the bounce rate.
Design an Impactful Email Scoring System
These were the best practices that improve customer quality through lead scoring. Next, come the scoring methods. Businesses have to design their scoring methods optimally to identify hot leads and take appropriate action before the potential customer turns to another brand. This aspect includes deciding scores for different actions such as: clicking on the email, website visit, abandoned cart, etc. But that’s for another blog. For now, let’s focus on the best practices and get to work. Want help with your email lead scoring system, click here and schedule an appointment with our lead scoring expert, right away.