There's a good chance you're already using email marketing. But are you making the most of it?
Email marketing is still one of the most effective strategies for lead generation, building brand awareness, and generating revenue. But if you're still leveraging the same old strategies —- or worse, using tips for B2C companies — you might not be seeing a return on that investment.
You already know how to collect email addresses the old way — add a sign-up form to your sidebar, create a newsletter, etc.
In today's digital climate, that's not enough.
Here's how to collect more email addresses for your business — and why it's still a crucial practice for B2B.
Note: Leadfeeder helps identify companies that visit your website, even if they don't leave their email address. Sign up for a free trial and find out who is visiting your site.
In digital marketing, there's one thing that stays the same — everything changes.
Google updates its core algorithm several times a year, third-party cookies are on the chopping block, and don't forget AI is taking over.
What doesn't change is the importance of email capture.
In fact, three-quarters of marketers say the effectiveness of their email marketing is improving or holding steady.
That is especially true for B2B companies.
Why? Because we have longer marketing funnels, for starters. We also have to engage with more decision-makers.
Doing that without direct access to leads is near impossible.
With email, you own the connection. You don't have to rely on Google Ad targeting or wait for them to see your clever LinkedIn post.
If you collect email addresses, you can nurture leads directly, with no middle man.
Below I’ll go through ways to collect email addresses for your B2B list.
Ready to take your email collection beyond the basics? Here are eight advanced strategies that go a little beyond the "add a newsletter sign up form to your site." (Though you should do that, too!)
1. Offer data or unique reports for lead capture
Every day, billions of emails are sent around the globe. So how do you collect email addresses when everyone is overloaded with emails?
By offering something unique and original.
Perform your own research and offer the results to your audience.
For example, what strategies are growing in popularity in your industry? Are there new technologies on the rise?
Could (anonymized) internal data about your customers provide insights to the industry as a whole?
In addition to helping you gather leads, unique research can attract backlinks, which can support your SEO and content marketing efforts.
2. Provide useful templates and guides in exchange for email info
People don't want to hand over their email addresses for another newsletter. Most of us have overflowing email inboxes already.
Instead, offer access to a unique template or guide that makes their job easier.
At Leadfeeder, we know many sales teams struggle to send effective cold emails.
So, we created cold email templates based on the most effective emails our own sales team uses.
By solving a problem we know our customers have, they're more willing to hand over their email addresses so we can build a relationship with them.
3. Use live chat or chatbots to capture emails (and qualify leads)
Live chat and chatbots aren't just for answering questions. They can also be used for lead generation — and nurturing.
Use a chatbot or live chat to ask people what type of information they are looking for so you can segment them into the appropriate funnel.
For example, if you target both sales and marketing teams, (like we do at Leadfeeder), ask which applies to them.
Use this information to answer their questions or direct them to the appropriate resources. Then, ask for their email address. You'll capture more email addresses, segment your list, and improve customer service all in one step.
4. Create a free tool (or free version of your platform)
The average office worker receives more than 120 emails a day. It's hard to keep up!
This is why it's getting harder to collect email addresses — even if you offer something valuable like a report or templates.
Another strategy is offering a free tool or a free version of your platform in exchange for email addresses.
For example, we know that calculating cost per lead is a struggle for many of our customers. So, we built a tool that does it for you:
In addition to asking for an email address, we also ask for their job title, which helps us segment sign-ups based on industry or position.
5. Use triggered popups to attract newsletter subscribers
There's a good chance you already have a form to collect newsletter subscribers on your website. (At least I hope so!)
Another way to attract subscribers is a triggered popup. For example, you might have a page show up after they've read two blog posts or spent three minutes on your website.
Using a trigger based on user behavior means you collect email addresses from users with a higher intent to purchase — making your email marketing even more effective.
6. Host (or sponsor) webinars
Webinars are an ideal strategy for collecting email addresses from qualified leads. A webinar signup lead is a little more serious rather than asking everyone who visits your site to sign up.
They're willing to sit through a webinar because they have a problem they want to solve. If your business can help them solve it, they're more likely to listen and trust you later.
According to an ON24 study, 99% of marketers say webinars are key to their plans, with 72% saying webinars have a direct impact on pipeline and revenue.
Because webinars don't just provide you with email addresses. You'll also get access to audience insights like watch times and common questions your audience members have.
Don't have the bandwidth to host your own webinar?
Consider sponsoring a webinar with an industry new source or related company. You'll have the chance to reach a wider audience and capture emails.
7. Publish authoritative blog content and ask for email sign-ups at the bottom
Authoritative blog content can help you collect email addresses from customers with a high intent to purchase, especially if you post the request at the bottom of posts.
If they see the form, there's a good chance they've already read your entire post and are engaging with your brand. Here's an example from WebFX:
Note how they ask how often they want to receive emails, which helps reduce unsubscribes. Other than that, the form is simple and easy to fill out.
Most blog platforms, like WordPress, make it easy to add a simple opt-in form to the bottom of pages using plugins. Some plugins also offer access to additional insights, data, and tracking options.
8. Use contests or giveaways
Contests and giveaways are a popular email collection tool for B2C businesses — but they can work in B2B, too.
Rather than offering a free gift basket or tickets to a movie, think about what your customers really want or need.
For example, you might offer a free year subscription to your tool, a free consultation with your marketing team, branded merchandise, or even an Amazon gift certificate.
Identify hidden site visitors with Leadfeeder
Despite your best efforts, not every user who visits your site will fill out your email form.
The good news? You don't need them to.
With Leadfeeder, you can identify companies that visit your website — even if they don't fill out your forms. Using IP and domain data, we identify hidden site visitors and track their on-site behavior to keep your marketing and sales funnel moving forward.
Note: Sound good? Try Leadfeeder free for 14-days.
Now that you're here
Leadfeeder is a tool that shows you companies that visit your website. Leadfeeder generates new leads, offers insight on your customers and can help you increase your marketing ROI.
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