Research shows that 81% of B2B brands use emails newsletters to engage target customers and market their business.
Source: Content Marketing Institute
The data shows that effective email marketing can help brands convert leads into customers.
However, running a successful email marketing campaign needs proper planning and structure. Have you been running email marketing for your business and got close to no conversions?
Well, maybe you are using the wrong approach. In this blog post, we will teach you strategies to increase email conversion and generate more sales.
1. Personalize Each Email to Suit The Target Customer
Each target customer has different needs they want to solve for their business and life. As you run your email marketing campaigns, it is essential to ensure you personalize the email to suit different target customers.
By personalizing your emails, you capture the attention of the prospective customer as they can feel you speaking to their needs directly and understand the pains they are going through.
They can see that you did research about them, care about their needs, and want to give the best option to solve their pains.
They want to know more about how you will help them and will engage more with the content of your emails.
For example, research by Hubspot shows that personalizing CTA for email campaigns converted better than default CTAs by 202%
Source: Hubspot
Another research by Hubspot shows that 28% of companies personalize their message for their email marketing.
Source: Hubspot
Since target readers have different needs and are in various stages in their buyer journey, personalization help nurture your leads as you can connect with them at their level of the buyer journey.
For example, if a target customer is at the bottom of the funnel stage, they will need email content like demos or case studies. They need final proof of the value of the business to make a purchase.
When they see and hear other people's success with the business, they will want to try it out to solve their pains.
On the other hand, if they are at the top of the funnel stage, they need to know more about the products and use ebooks and blog content.
Sending content like case studies or testimonials will drive them from engaging business. They don’t even know what the products or services are and how they can solve pains.
Do in-depth research on your target customers and give them personalized content in your email marketing campaigns. Then, use the types of email campaigns that they love to engage.
You will quickly build trust with them, draw them to your business and increase conversion rates through your email marketing campaigns.
You can segment your leads based on their different characteristics to make your email campaigns more effective. As a result, you will reach your target customers and connect with them more profound.
2. Use Attractive And Captivating Subject Lines
Target readers read your email subject lines first. How your subject lines are attractive will drive their curiosity to open and engage the emails. Invesp research shows that 47% of email readers open the email based on the subject line.
Source: Invesp
To make your subject lines captivating, you can ask target customers questions. They should be thought provocative questions and deeply connected to their pains.
You can use urgency in your email subject lines. Let’s say you have a product on offer and want target customers to take action. You can create urgency by giving them the offer and saying it expires in, let’s say, four hours.
If a target customer wants that product, he will engage the email to know if he can make it on time to get the product before the offer expires.
You can also use announcements. If you’re launching a new product or service announcing it provokes curiosity as prospective customers want to know more about the product and if it can help them solve pains.
Whichever subject lines you use, ensure that it aligns with your target customer goals and capture their mind to see the value you want to offer them to solve their pains.
3. Send Short Emails With Different Content Types ( Visual, Images, or Text)
Your email subscribers engage with different content and they don’t prefer the same content.
Although generally, most people want visual content, it is essential to use different content types for your email campaigns.
Hubspot research shows how prospective readers engage with different visual content types from brands as they look for solutions to their pains.
Source: Hubspot
Whichever content type you use, make sure it is engaging and easy to read and understand. To increase engagement with your visual content use the best content types that target customers want to consume. To increase with readability use:
- Lots of white spaces
- Bullet points
- Different content formats
- Short sentences and paragraphs
Your email content should show readers how to solve their pain points and the value of your business to them.
Related : You’ve got mail! What email marketers need to know this year
4. Include Engaging CTAs
Your ultimate goal is to engage leads and see them take action, convert and become customers for your business. To help successfully do that, you need to include captivating CTA in your emails.
If your CTA is attractive and engaging, it will make readers take action and either purchase and learn more about the business or draw them to convert.
One great way to make them engaging is to use power words. These motivate readers to take action and engage with your emails.
Another great way to capture readers' attention with your emails is to use color preference.
Men's and women's color preference differs. Consider using the right colors for your email marketing campaigns that capture the mind of readers and make them want to engage with your emails and take action.
Using the power of color psychology on your target customers will help engage them more, make them know about your business, and increase their chances to convert.
Provoking people's emotions makes it easy to connect with them and drives them to take action. Human beings are creatures of emotion, and if you can use words that will provoke their emotions alongside their pain points, you can get them to take action.
5. Run A/B Tests For Your Email Campaigns
As you market your business through email marketing, you want to make sure that your campaigns increase lead conversions into customers.
To increase the chances of engaging with your emails, you can run an a/b test to get the suitable variation of emails that engages and converts more leads into customers. Some areas you can run tests include:
- Subject lines
- CTA buttons and words
- Email copy
Get the correct data from the tests and maximize your marketing. If, for example, your target readers engage more with relatively long email copies, then be writing those long email copies.
Once you start using the results from your a/b test, measure your email conversions to know if they are helping with your lead conversions effectively.
You don’t just want to engage the target customers, but engagements that will convert for your business.
6. Monitor Email Marketing Metrics
You don’t just want to be running email campaigns but also measure how effective they are in your business marketing drawing more customers to the business.
To know this, ensure you monitor and track different metrics that will help you gauge the performance of your campaigns.
Some metrics you can track as you run your email marketing are:
All these metrics help show you how prospective customers interact and engage with your customers.
For example, if you’re getting a lot of bounce rates from your emails, it means your content is not engaging readers and will result in few conversions.
On the other hand, high revenue per email shows target readers engage with email copy, learn more about business products or services, and convert into customers.
You can also measure the metrics on the best day to run your email marketing campaigns where target customers can engage more with the emails.
For example, here is an example of data by Campaign Monitor of the days of the week with their metric conversions.
Source: Campaign Monitor
Once you get the data from your email marketing metrics, you can leverage it to increase your email conversions.
For example, if a specific type of content has high click-through rates to your website, you can create more of that content.
Most readers will click through to your business, see what you offer, engage with your website content, and eventually convert into customers.
7. Make Your Emails Mobile-Friendly
Most target readers are now using mobile devices to research and engage businesses. Research by Statista shows that there will be over 7.5 billion smartphone users by 2026.
Source: Statista
This shows more target users are using mobile devices to access information about their needs and looking for businesses to help solve them.
As you run your campaigns, it is essential to ensure target readers can access and open emails on their mobile devices. Use a pre-header text that is captivating and can open well on mobile devices.
As you market your emails using visuals like images, it is essential to ensure they can open well when using a mobile device.
Some images can’t load well on mobile devices, and it is essential to make sure the reader can engage with the other email copy even if the visuals within the email copy don’t open.
Your CTAs should be front and center where target readers can engage with them well. For example, busy target readers want to get the email's message in just a few words.
If they can’t see the CTA that captures their attention well on their devices, you can lose a chance to engage and convert them.
What is an Email Marketing Campaign?
An email marketing campaign is a series of emails that a business uses to communicate with current and potential customers.
They are used to persuade customers to engage with the business. Email campaigns are an important part of inbound marketing.
An email marketing campaign is an email sent by a company to one or more customers or prospects. A successful email marketing campaign will inspire recipients to take action, engage with your business, and help you get more leads and sales.
This makes email marketing the perfect tool for building relationships with your customers to help you generate leads and sales.
But before launching a successful email marketing campaign, you need to do a bit of groundwork, so you're set for success when you finally send that first email.
Why Email Marketing Campaigns are Important
Nurture Leads Through The Sales Funnel.
Your potential customers don’t just convert into customers once they get to your business. Instead, they first learn more about a business product or service and if it will help them solve their pains.
To help a lead through the nurturing process, you can use email marketing campaigns to engage them to show them the value of the business and what they will get once they use it.
It guides them through the sales funnel and helps nurture them into customers for the business. They learn more about your business and how it will solve their pains. The process takes time, and email marketing helps through the nurturing process of the leads.
Increase Brand Awareness
Target customers may have pains that your business can solve for them. However, if they don’t know your business, they will never use the business services or products.
Email marketing helps engage target customers to your business lets them know more about your business products or services you offer.
Using email marketing effectively will help you reach more target customers. The information you share in your emails helps market your business to target customers. They will visit your website, engage more with different content types and build trust.
If you have other marketing channels like youtube or podcasts, they will still reach those channels and engage with your content to know more about your business value.
These days it’s relatively easy to go with an omnichannel approach with the help of freelancers or contractors.
Build Relationships and Trust With Target Customers
Target customers can’t buy from a business that they don’t trust. To get them to trust you, you have to nurture the relationship as you engage them and let them know more about your business.
Email marketing is excellent to help build that trust. For example, you can send emails of case studies and testimonials to target customers to show them other people who have used and benefited from your business.
Generate Leads For Your Business
Email marketing campaigns can help you generate leads that you can nurture for your business. You create marketing content and distribute it to different channels to engage target customers.
Some people who see your content are target customers and may need your services or products to solve their pains.
When they come to your website, you capture their details with a lead magnet and start nurturing them for your business.
As they walk down the sales, funnel they know more about your business value through content like case studies or testimonials and later convert into customers.
What to do Before Running Email Marketing Campaigns
Know Your Target Customers
You can’t effectively market your products or services if you don’t know the customers you want to sell to. Therefore, it is essential to research and understand your target customers.
This will help you target each email to their pain points engage them more as you build trust and nurture them. In addition, you will know the prospective customers well and reach out to them in ways that they will engage with your email content.
You will not just be sending email campaigns, but ones that target the customer pains and efficiently help them see the value of the services or products hence increasing the conversion rates.
You can use a buyer persona to help you know more about your customer. With your buyer persona, you can capture information like:
- Your target customer age and location
- Their goals for the business they run
- Their personal goals
- Their pain points and why they could benefit from your business products or services
- How they search for information to solve their challenges
Here are some examples of buyer personas.
Select The Email Marketing Campaigns You Will Be Using
Your target customers are in different stages in their buyer journey. Using various email campaigns will help you effectively engage each lead at their stage in the sales funnel. This will increase the engagement of leads and nurturing process.
Here are some different email campaigns you can send out to target customers.
As you use the email campaigns, focus more on your target readers engage more with. You want to ensure high engagement in your content, and using suitable campaigns will help you do that.
Have Away To Generate And Grow Your Email List
To increase the engagement and conversions of your email campaigns, you have to reach more target customers.
That’s why you need a high number of prospects on your email list. There are different ways to grow and increase your email list to engage leads.
Ensure that you aim to capture and engage the right leads for your business. You don’t want to have a large list if they aren’t even more interested in what you offer. Also, utilize an email verifier to maintain list quality by ensuring email addresses are valid and reducing bounce rates.
Have a Way To Schedule Your Email Campaigns
To increase engagement, you have to send your emails at the right time to engage more leads. You can use scheduling tools to help plan and send out your emails to target customers.
This will increase engagement as target customers will have a pattern of how you send your emails. It not only helps reach target readers but also strengthens your trust with them.
They know that you’re loyal and when the time comes for them to have the email, it will be there in their inbox.
For example, you can decide to be sending emails every Monday at 8 am or Friday at 10 pm. Since target customers know the email delivery time, they will engage with your emails more.
Best Tools To Use For Email Marketing Campaigns
To run successful campaigns, you need to use the right tools for email marketing. In addition, you should consider different factors when choosing the software to use for your email campaigns.
Here are some of the best tools to use
- Aweber
- Hubspot
- ConvertKit
- MailChimp
- Drip
- Constant Contact
- Encharge
To help you opt for the best reliable email marketing service, we’ve compiled what we see the most recommended services for small businesses and startups.
How to Calculate Email Conversion Rates
To help gauge your marketing returns and business growth you need to do more than track email metrics.
You need to calculate your lead conversions so you can know how your business is growing. Here is a simple formula you can use to calculate the conversion.
For example, if you send out 15000 emails and out of that 300 leads convert into customers, then your conversion rate will be:
300/15000*100, which will be 2%
It’s essential to reach out to more target leads with your email campaigns to increase your conversion chances.
The rates at which your leads convert also differ from one industry to another. It’s easy to convert leads in some industries compared to others.
The seven strategies we gave will help increase the rate of your email marketing conversions.
Conclusion
Reaching out to target customers, letting them know about your business, building trust, and seeing them convert into customers takes hard work and time.
Having the right marketing channels and strategies can make the process easier. Email marketing is one of that marketing channels. When done well, email marketing can increase your business sales and revenue growth.
To see conversions through email marketing, use the above strategies, grow your email list and nurture them, and increase their conversions into customers.
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