6 ways to improve email marketing conversion rates


Are your email marketing campaigns not getting the results you hoped for? It may be time to rethink your strategy. Here are some top tips to help you improve your conversion rates and get more customers clicking on your messages.

1. Create captivating headlines that elicit emotion.

Over 300 billion emails are sent and received every day. Standing out in a swathe of subject lines offering discount codes and offers is going to require an emotional connection being formed with your buyer. With 60 characters to get creative, you should write a headline that rouses your buyers' interests, and shows you’ve considered their interests, desires or problems when you wrote this email.

2. Create engaging CTAs

It’s important to think of your call to action (CTA) as more than just a button at the end of your email. A CTA is what you want buyers to do when they’ve read the content of your email. Don’t overwhelm buyers with too many options, clearly communicate the CTA with strong copy, a clear email design and well-placed buttons or links.

Simple, quick and effective CTAs include:

- Sign up
- Subscribe
- Get started
- Learn more
- Join us

3. Personalise your content

Email personalisation is a proven way to increase your engagement rates, with buyers being 26% more likely to open emails that are personalised to them, than generic sales subject lines. Personalisation doesn’t have to just mean adding your buyers' name or organisation to the subject line. It can also be a consideration of appropriate days and times to email, sending content appropriate to their stage in the buyer journey, or even personalising who the email is being sent from according to their role within their organisation. Personalised emails deliver 6 x higher transaction rates so time spent setting up personalisation tokens will likely be rewarded with higher engagement.

4. Provide real value

Make sure you’re targeting your pipeline with the valuable by segmenting prospect data by buyer journey. This will involve creating content to support buyers researching or troubleshooting, content to help buyers understand more about your product or solution, and finally content that helps buyers to shortlist you and validate your organisation. Even exceptional content is only worth sending to a buyer if it’s relevant to them so make sure you’re sending them what they need to progress to the next stage.

5. Optimise emails for mobile

2/3 emails are opened from a mobile device, and 70% of consumers immediately delete an email if it doesn’t render correctly. In this era of mobile marketing, email design should be mobile-first. This involves making communication personal, information easy to access and quick to download and view. For effective email marketing optimisation make sure you:

- Use mobile-friendly templates or designs
- Keep subject lines short, creating and engaging
- Prioritise the most important information

6. Test. Test. Test

Through testing you can understand what information or content your audience prefers, what headlines work and even what days and times they engage. Using a decent email tool, you will be able to see how the recipient interacts with your email. Broadly speaking, a good open rate suggests a solid subject line and preview text. A good click-through rate suggests compelling email content, and a good response rate suggests an effective CTA. Learn from the data and optimise your audience and communication to build on your engagement rates and see improvements in your results.

Email marketing is a powerful tool, but it’s only effective when it’s used correctly. We have years of experience crafting successful email marketing strategies writing templates and content to drive growth for our customers. If you want to make sure your sales and marketing emails resonating with your target audience and driving results, reach out to us for help.

B2B sales and marketing experts

We are a specialist sales enablement and content marketing agency.

Our proven playbook and compelling sales content move prospects forward and to conversion. We blend your market intelligence with our sales expertise to create an exceptional sales toolkit your team will be proud to use, enabling connections, starting conversations, and driving conversions, helping you win customers and beat competitors. It's everything your sales reps need for success, from engaging infographics to insightful solution briefs and email and messaging templates to factsheets and call scripts, delivering a 30% boost to your sales performance. Adopt the strategies used by big tech, build buyer trust, and start smashing sales quotas today.

Book a free discovery call with our team to learn more.

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