The vast majority of marketers, close to nine out of ten, say that email is their primary lead generation channel.
In the B2B world, email is the fourth most important source of leads. I
n terms of an ROI, email marketing produces on average $37 per $1 invested, for better or worse.
The rule of thumb says that whatever generates leads and creates an ROI can and should be optimized for better performance.
Email conversion rates usually fall in the single-digit range, going from 1% for newsletters to 5% for abandoned cart messages and order follow ups.
Getting a percent or two above the average is a worthy goal. Here are some tips that will help you achieve it.
Start with the Open Rates
Email conversion rates are the rates at which emails are successful at getting the readers to perform a goal action.
In a system where you send out emails to get people to do something, email conversion rates are an important metric.
However, you should always remember that people cannot do what emails want them to do if they don’t open the email.
Email open rates are usually significantly higher than conversion rates, and the higher they are the better.
When trying to create highly convertible emails, you should first make sure that people will want to open them. Looking at open rates is also one of the first steps to take when diagnosing issues with an email marketing campaign.
The best email copy in the world is worth nothing to you if no one sees it.
Spend Time Crafting the Perfect Subject Line
The subject line is sometimes cited as the most important part of the email because it’s the very first piece of information about the email the recipient sees.
And just like in life in general, first impressions count for a lot.
There are plenty of statistics you can use as guidelines for writing the perfect subject line. Subject lines with six to ten words tend to be the most effective.
Including the recipient’s name in the subject line can increase its effectiveness. And you don’t need statistics to understand that sticking to a point is important.
The real trick with creating highly effective subject lines is A/B testing. The same principle marketers use to test the effectiveness of their landing pages and website content is also a great tool for finding the highest-performing subject lines.
Don’t Forget About the Email Address
According to Stella Banks from Flatfy, businesses should look beyond the usual suspects for optimization: “Headlines and email bodies matter, but so should email addresses.” The email address you use can significantly affect the email open rates, which can, in turn, affect the conversion numbers.
Survey results show that almost two-thirds of people don’t use their personal email accounts for work emails and that less than one in ten do it regularly.
You should use a professional domain because that’s what people expect, and you should create one that’s in good standing with spam filters.
Sender names are another important component of the email address. So important, in fact, that legit sender names are responsible for almost a half of opened spam email. It’s a powerful trust signal, so make sure yours is serious, appropriate, and truthful.
Use Copywriting Tricks to Boost Conversion Rates
Copywriters will always stress the importance of knowing one’s audience. In B2B email communications, one of the defining traits of the audience is the fact that they don’t have a lot of free time.
Keep the email copy succinct, highly informational, and direct. Cut all the fat, leave nothing but the meat.
If you’re asking questions, frame them so that they net a positive answer. Remember that calls-to-action need to grab attention, but resist the urge to include more than one. If possible, try to resolve a problem.
Your main goal is to write the copy from the perspective of the recipient’s potential benefits.
Highlighting all the great things they will get if they perform the goal action is great. Having something beneficial on the other side of the action — a white paper, case study, discount for services — is even better.
Email is an incredibly useful communication tool, and in the hands of a skillful marketing or sales professional, it can become a significant source of income.
But to get from the communication tool to a tool with a high ROI, email needs constant monitoring, testing, and improvement. And that’s the most important tip for creating highly convertible email for B2B businesses — you always need to be working on improvements.
Steps to boost conversion rates:
- Start with open rates
- Picking the perfect subject line
- Choosing the perfect email address
- Be sure to use copywriting tricks
About the Author: Kate is a passionate writer who likes sharing her thoughts and experience with the readers. Currently, she works as a real estate agent, you can check her website. She likes everything related to traveling and new countries.