Adding an interactive element that sparks interest and evokes a response among recipients is the heart of lead generation through email marketing.

By adding a valuable, no-strings-attached offer on the main page of your email newsletter, you will start building a two-way relationship with interested prospects. Such an offer might be exclusive access to a free white paper that gives insight into your industry. Or it could be a complimentary trial or no-cost consultation with an expert at your company.

Whatever the offer, the keys are to

• make it obvious (i.e., don’t hide it in the bottom corner of your newsletter);
• make it valuable; and
• make it easy for readers to take you up on your offer.

If you ask for too much information from readers — especially personal or financial information — they will assume there’s a catch and may suddenly distrust you. That’s not a good way to begin a new relationship!

Alternatively, if readers feel they really gained something from your offer without giving up a lot to reap the reward, you have taken a giant leap toward establishing trust and rapport with them — and you’ve gained a valuable lead in the process.

When warm leads are ready to purchase products or services in your industry, you’ll be the first company they will think of as they remember the value they received through your email communication.