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Email marketing is one of the best lead generation strategies that businesses can use to convert prospects into customers. Studies have shown that email has a higher ROI than other B2B marketing channels.
Unfortunately, many B2B-focussed businesses struggle with email marketing, and particularly with conversion optimization. In this post, you’ll learn six strategies that you can use to increase your overall customer value and land bigger deals with email.
1. Create Campaigns, Not Emails
The best way of improving your email marketing ROI is to have a strategic shift from sending emails to creating campaigns. Open, click-through, and conversion rates are all important. However, the customer journey is usually complicated.
Set up automated email campaigns that will deliver content to your leads based on various actions. Track the campaigns to identify the source of the leads, the links they clicked on, and the actions they took afterward.
2. Segment Your Email List
Not all leads are the same. Therefore, segment your email list to improve your open rates as well as your conversions. Use lead magnets as a first step towards segmenting the lists. Every lead magnet you produce should be targeted for prospects that fit a particular buyer persona.
You can segment your leads based on demographics, psychographics, behavior, preferences and interest, and other attributes.
3. Be Creative with Your Media
Always track your emails to gauge their performance. Are prospects opening and interacting with your content? Tracking your email results will enable you to know the types of media that your customers respond best to.
For example, if you are asking customers to open a trial account for your SaaS software, consider showing them how easy the process is with a video. In fact, “viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.” (G2 Crowd)
4. Customize Your Content
After segmenting your list, find the best way to approach your prospects. Here is where personalization comes in. The sender name, subject line, and quality of the content you send will determine the engagement rate of your list.
Make it easy for your subscribers to know who the email is coming from by using your name instead of a generic company name. Also, customize the emails by including attributes such as the recipient’s name, location, or other personal information so that the content resonates well with him or her.
5. Don’t Forget Your Existing Customers
Email marketing is not just for targeting prospects; it is also one of the best ways of staying in touch with your current customers.
Continue to provide valuable content and support your customers through email. Doing this consistently will encourage some customers to become your brand advocates, and is important for establishing trust among B2B buyers.
6. Work More Efficiently with an Email Marketing Platform
Don’t have time and resources to get the most of your email marketing campaigns? Get an automated email marketing platform that will help you create and implement email marketing campaigns efficiently.
By using an email marketing platform, you will have more time to focus on creating successful marketing strategies and making informed decisions to improve your marketing ROI.
Implement and experiment with one or a combination of the strategies listed above to improve your B2B email conversion!