How to Create a List of Emails and Leads from the Ground: 5 Essential Steps

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A lot of people know the benefits of a generous list of emails: it is a great asset and allows the company to boost both the promotion of new marketing content as materializes business.

For companies working with complex sales, the relationship via email with Leads makes it easier and effective process. In practice, however, many run into creating a mailing list to call her.

We have previously explained that buying Leads lists is a great pierced . The ideal is to build on their own, because only then it will reflect the expertise of your company before the market and have qualified leads and interested in your topic. The path is laborious, but we guarantee that the initiative works and pays.

5 steps to building a list from scratch emails

Simple steps ensure a flurry of contacts for your business

  1. Preparation to generate Leads
  2. Initial settings and offers to generate Leads
  3. Creating Landing Page for conversion
  4. Promoting Landing Page for new visitors
  5. Evaluation of results and planning the next steps

We will detail each of the following steps:

1. Preparation to generate Leads

It all starts with answers to three basic questions. The first is: why I want to generate Leads?

This issue is important to align the expectations. Generating Leads is an investment in the relationship and pays off in the long run.

In general, the higher the ticket and the complexity of the buy, the more Lead should be educated to decide to purchase.

Take for example the difference in the process of buying a course at a university and a mobile hood. While in the first case the buyer is considering a number of features before closing the deal in the second, usually he buys impulsively and poorly planned.

In this context it is clear that education company has much more prospect of achieving direct Lead through information and relationship of the accessory shop for mobile. But even she can see value in relating with a base and making occasional sales to think long term.

It is time to reflect on the second question: what kind of Leads I am seeking? To answer it, we need to know who are the consumers of our product or service.

A good way to formalize this information is through the creation of personas , which is the embodiment of the features of its consumer. We have a number of examples of personas created by the RD Station Marketing clients to share with you. Lead is the more like your ideal persona, the greater the chances of it coming to become your customer.

Be fully aware the second answer is the basis for the last question: how to attract the interest of these Leads?

Here it is to think what is the best possible offer for our personas and where to communicate it to the right people to meet. We know that every business is unique and so these choices will vary by segment.

Throughout the text better detail the main types of offers and purchase channels, so you carry out our first hypothesis.

2. Initial settings and offers to generate Leads

Among the many possibilities of offers to attract Leads up to you to identify what is more interesting to your audience. We separate the possible lures into four groups according to the value for money and the indication of use of each.

2.1 Content

Are eBooks , webinars and short courses, all with the goal of educating Leads on how they can solve a problem or take advantage of a business opportunity. Enable the market gives authority to your company before the search engines like Google.

These 4 eBook models Awesome and Free made by Digital results may help in the task. Interesting and valuable, this is a format that has high conversion rates, generating many qualified leads.

2.2 Tools

These are simple spreadsheets and templates which help the Lead to recognize a problem or solve it. Interestingly this kind of offer is the ability to attract advanced Leads in the buying process, they are seeking ways to put their ideas into practice.

An example is our of marketing automation .

2.3 Promotion

It’s a classic but still very effective way to draw attention. discount or coupon draw are examples of this type of resource, whose great advantage is the potential for buzz and viralization.

An important caveat: be careful not to attract Leads that have little or nothing to do with his persona.

2.4 Contact Offers

Examples are contact links on the company website, budget requests and the application for assessment of marketing in the case of RD. Since they are Lead requests to the company, these offerings are able to bring more advanced people in the buying process, which have clear questions or are evaluating the purchase of your solution.

It is worth noting that often the company has internal materials that can serve very well as an offering. Is a manual, a training for the team or a spreadsheet used in routine work, it’s up to you to think what is important to share with your audience.

3. Creating Landing Page for conversion

Defined the most relevant offer to your target audience , ask in exchange user information. For this, we use a Landing Page, a page designed exclusively for the conversion and thought in order to generate the least possible friction in this action. The elements that must be observed at the time of creating a Landing Page are:

Optimization for search engines (SEO)

Here’s one way to make your offer more likely to be found by those who search it in tools like Google.

Generally, the offers are interesting and tend to have some impact, so the page has enough potential to stay in good positions.

To learn more, download the eBook The Complete Guide of SEO .

Optimization for Conversion

Here think of the text that explains the offer. He should convey to the visitor the value and benefit of having a professional content and design.

The conversion form, include fields that reveal essential information from users.

To learn more, download the eBook How to Create Landing Pages that convert .

Thank you page

After a conversion, normally the Lead is directed to the homepage of the company. Our tip is to best take advantage of this time, taking the user to a thank you page that offers a second offer, related to the previous one . We combined this link everything you need to know about Thank you pages .

We know that this third step can be difficult for those starting in ready – made templates can help in the technical part of the job .

Do not forget to also create your privacy policy and leave it clear on the page, because only then you can use the information to a mailing list.

4. Promotion Landing Page for new visitors

This step will help us to better understand how to answer the third question of the preparation, comes to where we get visitors with potential for Landing Page created.

Below is a survey of the main channels of acquisition:

Social media

You can use social networks , their company and to indicate the supply and Landing Page.

More than that, remember to encourage people to share the offer: either by buttons on the Landing Page, either via e-mail confirmation / thank you etc.

CTA on the website and blog

An inexpensive alternative that generates results is the use of banners and links to your own website and blog.

Here are some tips on how to make your Calls-to-Action get noticed and clicked . Links and calls over posts on topics related to the offering may work just fine.

paid media

Working with paid media on Facebook, Google, LinkedIn or any other channel is an option with great potential and measurable return.

Each of them has its own peculiarities, but in short all use the power of target users to direct a message needs to potential Leads and customers.

The media paid, while it demands a financial investment, has great power to generate short-term results.

topic discussion groups

Facebook, Linkedin or other specialized platforms, find groups where your potential market is present.

Interact with users is an inexpensive and effective way to attract qualified visitors.


A gold tip is trying to share the action (and generated Leads) with other companies whose target audience is common to yours. The scope of the offer will be extended with little effort or additional investments, benefiting both parties.

Learn how to amplify their results using co-marketing in this post .

5. Evaluation of results and planning the next steps

Depending on the complexity of the product and the quality of the generated Lead, the sales cycle can vary greatly. So do not rush to analyze the return generated by a crop of Leads.

Probably many of the users are still being educated or worked by vendors months after conversion. It is possible to predict the results to come looking at earlier stages of the sale.

It is important to monitor how is your strategy, making analyzes each period and understanding the prospects. We suggest two basic studies to measure and optimize their efforts:

Lead Qualification

Leads generated from, how many have the desired profile and seem to be perfect for your business? That seems to be enough?

These are the customers you search and, although they have not realized the purchase, are a good indication that you are on the right track.

Then there will be adjustments Leads nutrition , in the sales process etc. But this is a good indicator of whether or not the actions worked here.

Origin of results

Among the channels that you have worked, which ones are largely responsible for its outcome? As it has cost generating a qualified Lead on each channel?

This analysis will help you understand what efforts have worked, which should be corrected and what strategies to invest more.

The analysis becomes more complex as your business evolves and actions Digital Marketing increase. Rest assured that the initial steps in this post are enough to get you out from scratch and generate Leads.

Share with us what kind of result you found after applying the post of knowledge and, if you need help, ask for a conversation with one of our consultants. He will guide you in this endeavor .

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Post originally published in February 2015 and updated in March 2018.