Email marketing has gained immense importance in the b2b industry. It is considered as one of the most critical communication tools that can be further optimized to convert leads. You can reach out to a wider and relevant target audience and engage in personalized communication. Following certain email etiquettes can definitely increase your email conversion rate.
This blog talks about 3 techniques that can accelerate email conversion rates for your business.
Start segmenting
Segmentation is the most critical aspect of email marketing as it makes sure that you send the relevant e-mailers to the right audience. None of your email campaigns will work without segmentation.
Start with the database! Have a clean and updated database or contact lists. Know your target audience well and then align your offers and the e-mailers accordingly. Segmentation will only optimize your efforts.
Segment your emails based on the following –
- Shortlist the type of subscribers
- Update your database and lists from time to time
- Make sure all the contacts are active
- Segment your emails based on the demographics and firmographics
- List out their online behavioral patterns
- Monitor their purchase history and habits
- Use psychographs to further know the prospect well
- Keep it as relevant as possible
Create compelling subject lines and opening lines
No matter whom you send the email to, if the subject line isn’t attractive or engaging enough, your email open rate will always remain low. Create customized subject lines and focus on the opening lines as well.
The subject line should not hint at things that are not offered in the email. Personalize the subject line by adding the sender’s name and the most exciting offers. You can hint at how a service can solve the most critical problem of the prospect and highlight data if needed. But whatever you choose, be sure to keep it short and crisp.
You can also introduce an element of surprise in the subject line. Compelling content is the key to higher open rates and conversion rates when it comes to email marketing. So invest a lot of time in creating the right subject line, opening lines and keep the overall messaging relevant and insightful.
CTA (Call-to-Action)
A lot has been said about CTAs and still many marketers do not take CTAs seriously and as a result, it hampers the overall success of the email campaigns. CTA or Call to Action is a kind of navigation that you offer the prospect. It can be a big deciding factor as it can motivate the prospect to take further action of doing business with you.
Hence a CTA needs to be relevant to the audience, the CTA button should be in the eye-line of the prospect and the content should be compelling enough to motivate him to take action.
Conclusion-
Email Marketing is one of the most important aspects of your b2b sales and marketing strategy. E-mailers are the best way to reach the relevant target audience and enhance sales. A comprehensive strategy needs to be built if you want higher email conversion rates.
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