Concept of Email Marketing

How to Leverage Email Marketing for Conversion

Email marketing and email testing are still one of the most effective channels available to marketers for increasing revenue and making conversions. In a recent survey conducted among B2B marketers, it was discovered that 59% of them declared that their primary channel for the generation of revenue was still email marketing. It’s easy to see why this is so, because the process involves a very personalized approach to reaching out to potential customers and prospects.

Relative to other channels available for marketing, it still garners the highest engagement rates among them all. However, this doesn’t mean that it automatically achieves great results for everyone, without even making much effort. While it’s not a difficult process, it can be somewhat daunting to consistently carry out strong email marketing campaigns on a regular basis.

In order to really achieve success through email marketing and email testing, it’s necessary to constantly be improving your content, tweaking the message you send your prospects, and finding points which resonate with your target audience. If you’re wondering how to increase email conversion rates, here are some tips you can use which will allow you to leverage your email marketing campaigns to achieve more conversions and increased revenue.

Email testing

There are a number of ways you can gain some idea of the potential effectiveness of your email marketing campaign before it is ever distributed. There are tools available that will help you with email testing on the quality of your email list itself, you can test some of the subject lines you intend to use, you can assess and improve deliverability, you can test email templates in various inboxes, and you can also evaluate the potential impact of any messages you send out. 

A tool such as QuickEmailVerification guarantees a 95% deliverability rate for all of your emails, and there are other tools you can use which test your emails against spam filters, so that you can avoid having your emails directed to the spam folder. One of the most important factors for having your emails delivered and opened, is the subject line, and there are a number of subject line testing tools you can use to secure a higher open rate.

Most of these will grade your subject lines and give you a number between zero and 100 about how effective it will be, and how likely it is to be opened. By using any of these email testing tools, you will increase the likelihood that your email will be opened, and that you will at least have the potential to achieve a conversion.

Apply segmentation to your marketing campaigns

Email Marketing

On the surface, it might seem like a good idea to disseminate your next fantastic email marketing campaign to every prospect on your list. But that just seems like a good idea. In truth, you’re not going to get the conversion rate you want unless your campaign is relevant to those recipients, and it specifically targets them. You’re much better off by segmenting your customer and prospect list into categories which are appropriate to their specific business.

As an example, if you are launching a new product which has tremendous value for the finance industry, it would be very much to your advantage to develop content which specifically targets financial prospects. There are other segmentation methods which are just as effective, and which might apply to geographic location or the size of customers’ businesses. To increase your chances for email marketing success, you’re always best off to align your content and your message with the customer’s true interests.

Align your content with the customers’ journey

When you don’t put the right content in front of your customers, you will undoubtedly experience low customer conversion rates. This situation is tailor-made for email marketing, and by aligning the content you develop with the customer’s journey, it will be far easier to establish and build upon your credibility with prospects, while also providing value for your targeted audience.

In fact, it would be worth your while in most cases to take the time to actually map out the complete customer journey which you envision for all potential clients. When you accomplish this, it should be easy to identify key points along that journey which can be leveraged to increase urgency, or to provide a call to action which spurs them into greater engagement.

By taking this approach, you will have a good idea of how each piece of content and each email broadcast aligns with the customer journey, so that it can be delivered at the appropriate time and can have maximum effect. You’ll probably also increase the collaboration between your marketing team and your sales team, because they’ll have to work together to map out the customer journey.

Increase interest by injecting urgency

One of the oldest tricks in the book is still very effective, and that’s making a limited time offer to prospects. Assuming your product has inherent interest to your potential customers, it’s a great way to move them through the sales funnel a little more quickly, and to boost demand for the product. That’s why it’s worth your while to insert some time-limiting factors into your email campaigns, to spur prospects along the purchasing journey at a faster rate.

Introducing some kind of urgency into your email marketing campaign can be a very important factor for urging your prospects to follow through on your call to action. There are a number of ways you can go about this, and you can really get creative with your time-limiting factors. But it’s important that you include some form of limited availability which will instill a sense of urgency in your potential customers to act now.

Don’t get hung up on conversion rates

According to MailChimp, the B2B email marketing conversion rate for 2019 thus far is 2.73%, with a 20.9% open rate. While email conversion rate benchmarks are extremely important, you shouldn’t get too hung up on them as an indicator of the success of your business. If you do focus too much on conversion rates, you won’t be able to see beyond the metrics, and you’ll lose sight of the fact that your conversion funnel really amounts to a fairly long-term customer journey.

You can do A/B email testing of all kinds of subject lines and calls to action, but if the content itself is inferior or lacking in some way, conversion rates are going to suffer anyway. It’s good to keep in mind that content really is King, and it’s really what’s going to get your customers engaged with you to the point where they’re likely to make a purchase.

This makes it super important that you spend a significant amount of time considering what your customers really want, and then providing it to them in your email marketing campaigns. Of course, you’ll need to have the right products to back up any assertions made in your email marketing campaigns, but that’s another story entirely. In short, pay attention to your email marketing conversion rate benchmark, but pay just as much attention to your content.

Make sure your email marketing is cross-platform

It should be obvious that if your email marketing campaigns can be easily viewed across a great number of platforms, that you will have a much higher level of readership, and therefore potentially more conversions. There’s not much difficulty involved with developing an email campaign which is tailored for desktop users, but that doesn’t go far enough in today’s business landscape.

More and more, potential buyers are making their purchasing decisions with information they garner from their mobile devices, and that means marketers have to follow their lead, and send out email campaigns which are accessible from all those mobile devices. There are a number of tools you can use to make sure that the content you develop for your emails are truly cross-platform and can be viewed by the vast majority of users.

One of the best of these is called Foundation, which is a template builder that has responsive qualities built right into it, and another is Marketo’s template designer, which is specifically set up for responsive design and for testing across platforms. Whatever tool you use, make sure that your email content is readable across a number of different platforms, so you don’t lose potential audience before you even start.

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