Glossary

Email marketing terms

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Email Leads

Email leads are leads whose contact information you’ve collected through an opt-in form. These leads can continue to be nurtured through the email channel and other channels via permission marketing. Typically, these leads are sharing their email address through an opt-in form in exchange for an offer.

Lead generation is the marketing process that focuses solely on gathering potential customer information, such as their name and email address. The purpose here isn’t to try and directly sell something to these leads, but rather encourage them to continue interacting with your brand through means such as an email newsletter or following you on social media. This helps classify them as a potential customer. 

A lead magnet is the piece (or pieces) of material that helps to draw in organic leads, such as a webinar, whitepaper, or other downloadable content. These help with organic lead generation because brands optimize landing pages dedicated to this content, and, when consumers search the web for specific keywords, their content appears. If it suits the consumer’s need, then they’re likely to follow through with a sign-up or opt-in, in order to have access to that content. 

There really is no wrong way to go about creating a lead magnet, as long as you remember these essential points:

  • Your lead magnet must be immediately available
  • It needs to address a specific consumer want/need
  • It must be quick/easy to digest 
  • It demonstrates your expertise
Example

In exchange for an eBook on “How to Write Open-Worthy Email Subject Lines”, Mary fills out the opt-in form, enters her email address, and checks the box to get follow-up marketing information from Company XYZ, thus making her an email lead.

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