Email marketing may not be the most popular channel for campaigns nowadays but it is still a very important way to generate leads. Here are some points on how to get the most leads out of your email marketing.

Don't purchase contact lists - with GDPR this is an important point, when using purchased contact list performance is likely to drop,

Avoid using 'No-Reply' in the sender's email address - having a noreply@ email address not only prevents people from replying to you but they are also more likely to unsubscribe.

Stick to fewer than three fonts or typefaces - the less clutter in your emails the more likely it is that you get conversations going, having a lot of fonts or typefaces may distract your readers.

Optimize the email’s preview text - Your preview text should supplement your subject line by adding in details to capture your audience’s attention and encourage them to open.

Include an email signature - not only does it aid in branding and visibility but it also adds a touch of personalization and people are more inclined to read an email that came from a human being.

Clean your mailing list regularly - chances are that you will have people on your mailing list who never open their email and this will affect your open rate, making your campaign look worse than it actually is.

Keep the main message at the top - Even though recent research suggests that consumers scroll more than they used to – because of social media and vertical timelines – the content that can be accessed without scrolling still gets the most attention.

Personalize the email greeting - Personalizing the greeting of your emails with your contacts' first names grabs the attention of each reader right away.

Keep your email between 500 and 650 pixels wide - if it is wider than this chances are that readers will need to scroll horizontally and this reduces conversion rate drastically.

Split test different subject lines and calls to action - in order to test what works best with your clients, split your contact list and send the original to one segment and the varied one to the other and see which gets the most response.

Include your logo - logos are a must when it comes to emails as they positively impact email engagement as well as brand recognition.

Name the offer in your subject line - When you include an incentive in your subject line, you can drastically increase your open rates.

Allow recipients to subscribe to your newsletter - this may seem strange however if your current subscribers do forward your email to other friends or colleagues, why not make it easy for others to subscribe to you as well?

Write compelling and concise subject lines - Your email subject line should create a sense of urgency while giving readers some indication of what to expect once they open the email.

Use auto-responders for opt-ins - Set up an auto-responder that reminds people they opted into your email database. The auto-responder should be sent out one day, five days, and 10 days after the person registers.

Closely tie emails to landing pages - Your landing page should match the email in terms of headline, copy, and content. The look and feel of your landing page should also match the email as consistency goes a long way toward a customer's trust.

Conduct a five-second test - Send a copy of the email to a friend or business associate. Can they quickly tell what your call-to-action is? If so, you're golden. If not, keep working.

A lot more tools are available out there, however email marketing has proved to stand the test of time and is proven to aid brand recognition and add to your lead conversion.