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Despite the emergence of new communication channels, email remains king. The industry is saturated with marketing clutter, but email still drives the highest ROI out of all B2B marketing strategies. On average, businesses can earn $44 for every dollar spent on email marketing.

As email marketers, it’s important to know how your email marketing results compare to your competitors and other businesses in your industry. This will help you determine, for instance, what kind of open rates or conversion rates businesses like yours should expect. The more you know, the better.

How to Calculate your Email Conversion Rate

Before you begin benchmarking data and statistics, you need to comprehensively understand your email conversion rate (ECR) and the metrics supporting it.

Conversion rate refers to the percentage of subscribers who either complete the desired action or become customers, depending on your conversion goal.

To compute your conversion rate, divide the number of signups or purchases by the total number of successful email deliveries. Then, multiply it by 100.

Conversion Rate (%) = # of signups or purchases / # of Successfully Delivered Emails X 100

Once you know your conversion rate, you can now compare it with industry standards. If it’s below average, then you can implement various conversion rate optimization techniques. Continue to calculate your conversion rates as you try each new technique to determine which ones are working best.

Major Factors that Affect Email Marketing Conversion Rates

Mobile responsiveness is critical to how your emails are displayed on various devices. These days, users open their emails on a variety of devices—from desktops and laptops to tablets and smartphones.

A recent study by Return Path analyzed more than 27 billion email opens between May 2016 and April 2017. It revealed that more than 55% of emails were opened on a mobile device. On weekends, the rate rises to 60%.

If your emails aren’t responsive, then the effort you put on your email design and layout will all be for naught, as 70% of email recipients will delete an email immediately if it’s not mobile friendly. People are busy enough and won’t have the patience to deal with less-than-perfect email design.

Likewise, many people will simply trash an email if the text is in an unreadable font or if they have to zoom in for it to be readable. How can they even be enthusiastic about signing up or purchasing your product when they can’t even properly tap or click on your CTA button? Hence, the importance of responsive email design is very real.

The days of one-size-fits-all marketing messages are long gone, as modern marketers take advantage of segmentation and personalization tactics and technologies to reach their buyers and drive them towards conversion goals.

In fact, marketers report a 760% increase in email revenue from segmented campaigns. Furthermore, 96% of organizations believe that email personalization improves email marketing performance.

Segmenting your email list will help you personalize your email message, and ensure that your offer is tailored to the specific B2B buyer you’re sending the email to. By personalizing your email according to their interests and specific stage in the buyer journey, you can better convince your email recipient to convert.

Your email subject line is crucial to getting your emails opened. After the sender name, it’s the first thing an email recipient reads when they’re sifting through their inbox.

Research reveals that 47% of users open an email based on the subject line. If they like what they see, then they’ll open your email. So, if you want to increase your email open rates, optimizing your subject line should be your first course of action.

This aspect of any marketing email is incredibly important. If your email remains unopened, then your prospect won’t get to see the value of your offer. Therefore, your chance of converting your recipient goes to zero.

You’ve built your email list through the years and may have amassed thousands of subscribers, but are you sure that your emails are delivered successfully?

Your campaign size may be big, but your conversion rate may be extremely small due to poor email list health. Research shows that open rates and conversion rates tend to fall as email marketing lists become bigger.

You may also notice that your bounce rate is high, which means that a large portion of your email list is not getting your email at all. It may be due to network problems, full mailbox, or invalid email address. You can address this by doing a little list spring-cleaning every now and then.

Your marketing email will always contain an offer, be it through educational or promotional content. The important thing is to communicate the value of your product or service offering.

When you’re not achieving positive conversion rates, take a second look at your content. Are you highlighting the value of your offer? Are you thinking about your customers’ points of view? Is it clear how the recipient will benefit from taking action?

Put yourself in your prospects’ shoes to help determine where they’ll derive the most value. This will help identify your unique selling proposition and direct the email copy strategy.

Most emails direct their subscribers to a landing page using a call-to-action (CTA) button. There may be times when you have a high click-through to landing page rate, but a relatively low conversion rate. When this happens, you need to revisit your landing page.

It could be that your landing page doesn’t make it easy for users to sign up or purchase your product, or that you’re asking for too much information. These mistakes can create unnecessary barriers for your potential customers, which is never good. So, make sure you’re implementing landing page best practices for best results.

Email Marketing Open and Click-Through Rates by Industry

Email Conversion Rate Comparison

There will be times when you get frustrated about not being able to meet the conversion rates and metrics you’ve set for your campaign, which is why it’s important to know industry standards.

Will these numbers directly affect your conversion rates? Most likely not. But they will help you set more realistic goals and benchmark whether or not you’re doing a good job.

To get the average industry standards, Mailchimp tracked email campaigns with at least 1,000 recipients and scanned over hundreds of millions of emails delivered through their systems.

Industry Open Rate Click-Through Rate
Agriculture and Food 24.71% 2.98%
Architecture 24.78% 2.90%
Arts and Artists 27.23% 2.85%
Beauty and Personal Care 18.48% 1.96%
Business and Finance 20.97% 2.73%
Computers and Electronics 20.87% 2.16%
Construction 22.10% 1.95%
Consulting 19.54% 2.26%
Creative Services / Agency 22.41% 2.61%
Daily Deals / E-coupons 15.22% 2.39%
E-commerce 16.75% 2.32%
Education and Training 22.00% 2.63%
Entertainment and Events 21.21% 2.33%
Gambling 18.75% 3.35%
Games 20.82% 3.33%
Government 26.33% 3.62%
Health and Fitness 21.93% 2.57%
Hobbies 28.46% 5.13%
Home and Garden 23.82% 3.47%
Insurance 21.56% 2.11%
Legal 22.49% 2.99%
Manufacturing 21.74% 2.33%
Marketing and Advertising 17.81% 1.92%
Media and Publishing 22.14% 4.70%
Medical, Dental, and Healthcare 22.43% 2.42%
Mobile 19.43% 2.10%
Music and Musicians 22.86% 2.84%
Non-Profit 24.98% 2.76%
Other 23.06% 2.81%
Pharmaceuticals 20.02% 2.51%
Photo and Video 25.36% 3.49%
Politics 22.23% 2.17%
Professional Services 20.89% 2.47%
Public Relations 20.12% 1.64%
Real Estate 20.84% 1.91%
Recruitment and Staffing 20.73% 2.18%
Religion 26.46% 3.11%
Restaurant 21.17% 1.25%
Restaurant and Venue 21.71% 1.33%
Retail 20.96% 2.50%
Social Networks and Online Communities 21.71% 3.33%
Software and Web App 20.95% 2.29%
Sports 25.41% 3.19%
Telecommunications 21.57% 2.43%
Travel and Transportation 20.69% 2.17%
Vitamin Supplements 17.26% 1.80%
AVERAGE 21.80% 2.78%

Based on the data presented by MailChimp, the average open rate across all industries is at 21.80%, and the average click-through rate is 2.78%. However, email marketers need to know the average open and click-through rates for their specific industry instead of basing it on the overall average rates because it varies per industry.

For instance, the arts and artists, government, architecture, agriculture and food, and non-profit industries demonstrate an above-average open rate. On the other hand, the media and publishing, government, photo, and video have exemplary click-through rates.

Email Marketing Open, Click-Through, and Conversion Rates by Email Type

The type of email you send is another contributing factor to the results of your email campaign. Remarkety studied the metrics of email campaigns of a wide range of e-commerce businesses under their platform.

Here are the open rates, click-through rates, and conversion rates you can expect depending on the type of email you’re sending. Note that this particular study defined conversion rate as the percentage of how many people place an order within three days of opening or clicking an email.

Email Type Open Rate Click-Through Rate Conversion Rate
Newsletter 23.4% 17.8% 1%
Order Follow-Up 46.1% 16.7% 5%
Inactive Customers 38.9% 19.5% 2.6%
Abandoned Cart 46.6% 28.7% 5%
Member Follow-Up 39.2% 22.4% 2.7%

Remarkety analyzed newsletters such as email blasts sent to entire contact lists and segmented lists. They found that the average open rate is at 23.4%, while the average click-through rate is at 17.8%.

Email newsletters take a long time to create between crafting the email copy and designing the newsletter. But, the study also revealed that out of 100 email newsletters sent, only one converts into a purchase.

When a buyer purchases something from your company, you can expect them to be more receptive to order follow-up emails such as feedback campaigns, order replenishment campaigns, review requests and reward campaigns. In fact, almost half (46.1%) of email recipients open emails that are related to their purchase.

The average click-through rate is slightly lower than regular newsletters (16.7%), but the conversion rate is much higher at 5%. Once people order from you, they’re more likely to purchase again.

Some customers or subscribers can forget about your brand after reading an email they didn’t find interesting. It could also simply be because they became preoccupied with their personal and professional lives. As such, they haven’t been opening, clicking through your emails, or making purchases.

The findings of the study prove that you can win back these inactive customers by sending them emails that will encourage another purchase. Surprisingly, the open rate for inactive customer emails is at 38.9%, and the click-through rate is at 19.5%—higher than newsletters or order follow-up emails.

The average conversion rate for inactive customer emails is also higher than newsletters at 2.6%, which means that it’s a good idea to invest in winning back inactive customers by sending them coupons or special discounts and other deals.

An abandoned shopping cart is a lost opportunity. Thankfully, you can bring them back to your website through shopping cart abandonment emails.

The average open rates for shopping cart abandonment is 46.6%—even higher than order follow-up email standards. Click-through rate is at an impressive 28.7%, and conversion rate is at 5%.

New user registration emails, welcome email series, and member follow-up emails perform well too. Its open rate averages at 39.2%, while click-through rate is at 22.4%.

Meanwhile, conversion rates are slightly higher than inactive customer emails (2.7%), which means you have a decent chance of making a sale from a simple welcome series. The mere fact that a user signs up to your newsletter means that they already consider you an industry thought leader.

Final Word

When you set a goal for your email marketing campaign, you need to base it on industry standards. If you’re getting higher than the industry standards provided above, then you and your team are implementing email marketing well. Not to say that you can’t still improve, but it’s always nice to know that you’re a step ahead of the competition.

Another effective strategy is to make sure that you’re sending from a real person’s email address (name@company.com) instead of a noreply@company.com email. Your recipients need to know that a professional from your organization is sending them.

Verify and clean up your email list to increase your delivery rate and segment your list carefully. Make sure to craft a compelling subject line and personalize your content by highlighting your value offer creatively—making it difficult for your customers to pass up your email.

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If you’ve been keeping track of your marketing channel return rates, you might notice that your biggest ROI comes from – surprise – email marketing.

Based on statistics, email is the main driver of leads and revenue for B2B marketers at 73 percent and 63 percent, respectively. Furthermore, email as a platform is said to be 40 times more effective for customer acquisition than social channels.

These numbers only prove that email marketing still tops any other marketing channel for your business’s lead generation efforts—if you do it right. Marketing teams monitoring such trends will naturally beef up their email campaigns, which means you’re going up against some pretty stiff competition.

The key is not to flood your prospects’ inbox with emails that have little to no value for them. Instead, you need to stand out from the crowd and lead the way by catching your leads’ attention with email marketing principles and techniques that resonate with them.


The Issues with Email Marketing

People get sent all sorts of emails on a daily basis. On average, someone may receive dozens of pieces of promotional and advertising materials, along with personal and work email at any given time of the day. Given the huge number of other senders to compete with, it’s quite easy to see how cluttered a recipient’s inbox can become, which is a challenge for you as you try to stand out from the rest.

A side-effect of this is that people have become a lot more selective when browsing their inboxes. The filtration process involves looking for someone familiar among the list of senders or hoping to see content that’s really interesting or useful to them. But otherwise, most people are quick to send everything else to the trash bin, which is not where you want to be.

The effect is further increased when you consider how selective automated email and spam filters have become. Bottom line, if your email isn’t compelling, it’s never going to get noticed.

That said, you want to project yourself as someone who follows proper email marketing etiquette so you can establish trust with your email recipients. Once you’ve managed to establish trust initially, the chances of getting your emails opened in the future will increase significantly.


Email Mistakes to Avoid

The list below contains examples of common mistakes made by email marketers that usually results in less-than-satisfactory levels of engagement:


  1. An Uncompelling Subject Line

Everything starts with the subject line. It’s the first thing that your leads see, so it makes perfect sense to write something really compelling, and more importantly, relevant. If your subject line doesn’t immediately grab their attention, your email is unlikely to get read at all.

Try not to be too salesy either. Click-baity subject lines can be great, but be sure not to make any promises that you fail to deliver on once the recipient opens the email.


  1. Leaving Everything to Automation

Email automation is a boon to marketers, but some tend to misuse it, especially when it comes to targeted email marketing. Sometimes, marketers fail to segment their marketing lists based on customer personas so that the right emails don’t reach the demographics that actually need them.

Personalization is incredibly important for better engagement rates, and too much automation can restrict that. To avoid sounding like a robot, most email automation tools allow for personalization tokens. Take advantage of this feature and you’ll be able to bring email personalization to new heights.


  1. Sending Unsolicited Messages

Nobody likes getting something they didn’t ask for unless it’s something really valuable. In the same way, your recipients won’t have second thoughts reporting your email as spam if you send it to them without getting their permission first.  

What’s worse is if you don’t add an opt-out subscription link on your emails, which gains you the ire of your prospects since you’re not giving them an easy way to unsubscribe from your mailing list. Not to mention that according to the CAN-SPAM act, all email marketing is required to include an option to opt-out.


  1.  Missing or Unclickable Images

In email marketing, images are an important element, as they are used not only for good visuals but also to direct leads to a landing page on the website, or occasionally, the image contains the entire message itself.

It then goes without saying that when images are missing or not clickable, you lose an opportunity to engage with your prospects and to prolong their engagement.


  1. Sending Without Testing

There’s a whole gamut of things to test and check before finally hitting the send email button, including a subject line that matches your email’s content, broken links, and any error messages that might show up due to technical issues.

Customers hate it when they realize they’ve wasted time looking at something that’s full of inconsistencies and bloopers. So, make sure you run a trial of your email marketing process on a test account before getting your email campaign started.


Email Rules to Live By

Now that the great potential of email as a lead/revenue-generating channel is clear, it’s important to know how to make the most out of this tool.

Aside from following industry best practices, you should also familiarize yourself with the “unwritten” rules of email marketing. These rules are principles that relate to etiquette and good judgment, which is critical if you want to avoid the mess that comes with angry email recipients.

The Unwritten Rules of Email Marketing (Infographic)


Know the Rules

Email marketing is a simple, efficient, and time-tested strategy that should be part of every marketer’s plan. While you might find it challenging to create emails that are received well by people on your list, keeping in mind the principles to proper email marketing and sticking to the rules might just be the key to getting noticed.

Not getting the results you want from your email marketing campaign? Download our Comprehensive Email Marketing Checklist for actionable steps to build a successful B2B email campaign!

Checklist for Setting Up an Email Marketing Campaign

Email is still king in digital marketing, but with all the marketing emails, personal, and work messages that people get in their inbox, it’s hard for any brand to stand out. There’s nothing more frustrating than creating a great email campaign only to get abysmal email open rates.

We’ve all done it. You’re standing in line or trying to stay sane at a family outing and you casually break out your smartphone to weed through your email. There are several steps you go through to determine if a message is going to break the monotony of that moment or if it’s simply going to end up trashed. This is a quick decision, usually lasting less than three seconds. Based on the email’s subject you’re likely to either open it, delete it or mark it as important.

As an email marketer, this moment makes you quail. Will your subject line stand the true test? Will you get that all-important click? Subject lines, it would seem, have the ability to make or break your campaign. Yet, some troubling new research has come to light that reveals that subject lines are not as cut and dried as we marketers would like to think.

Did you know that a third of email recipients open an email based on the subject line alone and 69% of email recipients report email as spam based solely on the subject line?

That’s why the critical first step to improving email marketing engagement is creating great email subject lines that compel your subscribers to find out more.

Here are several best practices to help you write enticing email subject lines to boost your open rates and get your emails read:


  1. Keep it Short and Sweet

More than half of emails are opened on a mobile device, so it’s important to consider your target audience and what device they commonly use to open their emails. Another study found that subject lines with 8-10 words have the highest open rates. The logic here is that allowing recipients to view your whole title, plain and simple, makes the email sound simple and honest.

Only include copy that you need and optimize subject lines for every device. For mobile devices, a 20 to 30-character count is ideal. But, if your target market mostly uses a desktop, you need to make sure not to exceed 50 characters.


  1. Analyze Past Email Subject Line Performance

It’s always a good idea to back your strategy with data analytics. Measure your email open rates, and take a look at the subject lines that performed well in the past. Chances are, your email subscribers liked the subject line, and it enticed them to open your email.

However, you should also note that email open rates are also affected by the relevance of the deal you’re offering and the day/time you sent the email. So, keep in mind that although subject lines are a primary factor, they’re not the only thing you should be paying attention to.


  1. Personalize and Localize!

Statistics show that a personalized subject line is 22.2% more likely to be opened, so make your subscribers feel special by tailoring your message uniquely. Include their name in the subject line and make sure that the email you’re sending is something that they’ve shown interest in.

You can also tailor your subject line according to your recipient’s specific location. Use “you” and “your” so that your recipient feels like you’re talking to them directly. This will help you build rapport with your subscriber and make them feel more familiar with your name and your brand.

“John, here are 7 marketing tips just for you!”

“An exclusive discount, just for you.”

“You’re going to love these restaurants in Boston.”


  1. Use Actionable Words

Your email subject line often works as a call-to-action that explicitly tells your readers what they need to do. Using actionable verbs like “get your free copy” or “find more customers” will encourage your subscribers to act then and there.

“Use this Exclusive Discount Coupon on Your Next Purchase.”

“Increase Your Conversion Rates”


  1. Create a Sense of Urgency

Communicating urgency in an email subject line can entice recipients to open your email. However, don’t use it too often, as recipients may think that your next time-limited offer won’t be so limited after all.

Choose specific occasions such as a business anniversary, Black Friday, or Christmas to schedule your giveaways or exclusive deals. Tapping into a recipient’s fear of loss also works well to compel immediate action.

“30% Off for the First 100 Customers”

“Offer Ends in 3 Days”


  1. Be Funny and Witty

People get a lot of emails in their inbox, and it’s hard for brands to stand out. But, how often does an email subject line make you smile?

Humor is one of the best ways to showcase your brand’s personality, and with a strong brand personality, relationship and trust building become a whole lot easier.

Don’t be afraid to insert wit and humor in your email subject line. It’s a great way for you to catch the attention of your recipient and get them to open your email.

“Where to Drink Beer Right Now (Sent at 6:45 am on a Wednesday)” – Easter Boston

“Deals That Make Us Proud (Unlike Our Nephew, Steve)” — Groupon


  1. Use Emojis 😊

People use emojis when texting or posting on social media, so why not use them in your email subject line?

It’s a cute and trendy way to get your recipient’s attention and pique their curiosity. In fact, 56% of brands that use emojis in their email subject lines experienced a higher unique open rate.

When your objective is to stand out, emojis can truly be a blessing.


Additional Tips to Improve Email Open Rates

  1. Be Mindful of List Segmentation

By doing this, you’ll create a more focused email list. You can segment your contacts by industry, purchase behavior, demographics, or by online behavior. When someone receives your email, the first thing that comes to their mind is how relevant the email is to them. If your email doesn’t address a topic that sparks immediate interest, you can be sure that it won’t get opened.

Great content marketing has always been about context, so the more specific you can be, the more success you can expect to have.


  1. Don’t Buy Leads, Earn Them

Acquiring a massive chunk of contacts makes your list vulnerable to uninterested leads. You can’t be sure if everyone on that list is interested in learning more about your business and its services and you don’t want to waste your time on irrelevant prospects. Of course, there might be a handful of occasions where buying leads is a good idea but make sure you’re asking the right questions.

You can use a number of strategies to earn leads including offering content downloads, running a contest, and creating a blog worth subscribing to. When leads are earned and not bought, you’ll be sure that they will be more engaged and interested in communicating with you.


  1. Keep Your List Fresh

Two things to consider when it comes to database decay: contacts might have changed their email address over time, or they don’t want to hear from you anymore. So you should update your contact list every six months or so.

If leads haven’t engaged with any of your communications in this period, it might be time to remove them from your email list. Another way to deal with this is to send a “check-up” email to ask the user if they’re still interested in receiving your emails.


  1. Contact One Person at a Time

Write your email as if you’re talking to one person. Although you’re aware that you’re sending the same email to a lot of people, the recipient might not realize this is so. If a user feels like they’re just another contact in an email blast, the likelihood of engagement is greatly reduced.


  1. Be Personal, Not Institutional

Some email users already filter emails as soon as they see an email address from a company. A good practice is to use an email address that represents a real person (i.e., bob@brand.com). People want to feel like they’re important, and one way to make them feel special is to personalize. Using first names in your emails is the first step to achieving this.


  1. Avoid Spam Filters

Nowadays, a lot of email servers have built-in spam filters. If your marketing email gets caught by these filters, your open rates will undoubtedly be low. You should avoid words like “free,” “sale,” “buy,” and “discount,” overlinking and a few other tactics.


  1. Find Your Timing

You’ll be surprised at how much timing matters in email marketing. There are a few things to consider like economic period, the day of the week, and the time of day. If you’re not choosing a good time to market a specific product or service, your open rate will plummet.

Emails should be sent on the middle days of the week (e.g., Tuesday, Wednesday, Thursday), either in the late morning or early afternoon for the highest chance of getting opened.


Subject Lines Matter

Your email subject line is the second thing your subscriber reads (after seeing who it’s from) when they receive your email. So, make sure that you tell your recipient what they can expect in your email, or use a little personality to reel them in.

Subject lines have so many other factors that influence open score than just length. Don’t get me wrong, length is a big part of it. But, sealing the deal with an email recipient can be as simple as just being creative. During Barack Obama’s campaign, the top performing subject line was ‘Hey :)’.

As you can see, the research is varied and doesn’t necessarily always agree! For us, we’ve found that 8-12 words tends to be our “sweet spot” for subject lines, but if you are sending your own mail you may want to take MailChimp’s advice and do an A/B split to see what works best for you.

By figuring out what your recipients respond to best, keeping things short and to the point and having a little fun- you can expect your campaigns to steadily improve. Entice them to open the email by conveying a sense of importance and relevance, and center it around the individual you’re sending the email to. Don’t forget to A/B test your email subject lines as well to determine what works and what doesn’t.

At the end of the day, if your emails aren’t getting opened, then your message isn’t being read. You have great content—you just need it to be seen!

Need to up the ante on your email marketing strategy? Check out these 7 steps to developing better content!

7 Steps Better Content WP Header

An email list with relevant, high-quality contacts is a company’s best asset. While there are many online and offline techniques to build an email list, it’s a marketer’s job to ensure that your list remains relevant and up-to-date to reduce database decay.

According to HubSpot, your email list degrades approximately 22.5% each year, so it’s a good idea to implement a regularly scheduled data cleansing program. Building and maintaining a healthy email list takes time and effort, but it should still take top priority.

Whether you’re running an online business, a brick and mortar shop, or a mix of the two, you still need a way to stay in touch with your prospects, customers, and fans. As consumers become increasingly dependent on the internet in their day to day lives, the feasibility of email as a communications tool will hold steady. Email as a marketing channel is very much alive and should not be ignored.

Techniques and trends in online marketing constantly evolve, so it all boils down to a relevant contact list that you have total control over. If you haven’t already started building your email list, there’s no better time than now.


Tips to Build a Relevant Email List


  1. Optimize Your Signup Forms and Popup Boxes

Email signup forms can (and should) be optimized on every page of your website. They can also be integrated with certain social media platforms like Facebook and Twitter. To optimize form conversions, make sure that your form is short, sweet, and straight to the point. Only ask for critical information (i.e. name and email address) during the opt-in process to remove unnecessary barriers to entry. 

You might have heard somewhere that popups are dead, but did you know that you can effectively double your website’s lead conversion rate by adding popups? Popups are generally pretty intrusive so don’t overdo it. But don’t be shy when it comes to signup forms – put them everywhere! A neat hack is to ask your employees to include a link in their email signature that lets users subscribe there and then.


  1. Build Your Social Media Presence

Find out where your potential clients and target audience are hanging out. Build your social media presence by posting relevant content such as quotes, images, videos, or anything you know your audience might like and comment on. Follow other accounts that are relevant to your industry and don’t hesitate to post comments and share relevant posts. Don’t be a troll. Make sure that all your posts are directed at helping users and equipping potential clients with useful information.

Once you have established your social media presence with valuable comments and posts, users are more likely to check out your profile. Include a link to your landing page or blog that leads them to sign up and provide their email address.


  1. Create Valuable Content

Blog, blog, blog! Create valuable content on a regular basis and post it on your website’s blog. You can also build a microsite with landing pages that capture lead dataWith this awesome content, you can show users that you are an authority in your specific niche. Let them know you’re offering free industry information and educational materials.

Regular blogging can help you build an email list. Just ensure that your subscription signup form is easily visible on every blog post you create. Through this, you can also determine which post is performing the best, so you can recycle and repurpose the same content to promote exponential list growth.


  1. Offer Freebies and Incentives

Offer users something they can’t resist. This can be in the form of a downloadable eBook with relevant content, a useful tool, a template, access to a free webinar, exclusive discounts, or incentives via your loyalty program.

Give users something in exchange for their email address and other contact details. Whatever incentive you decide on, make sure it’s something your target audience really wants.

Aside from attracting new followers, you should also make use of your existing followers by rewarding subscribers or clients who refer their friends or family members. Offering freebies or incentives to encourage advocacy will work to enhance customer loyalty and generate more leads. They’ll also work to increase customer retention because after all, existing customers bring in 67% more sales and cost 5x less to attract.


  1. Join Trade Fairs and Events

Offline events such as trade fairs and expos are great ways to reach your target audience. These trade shows are usually frequented by highly-focused individuals that are likely to make up your target market. Make your booth enticing, and incentivize your sign-up booth. Some businesses even host mini-games where users can win free items.

Trade shows and events are most often used as sources of new prospects and business opportunities (64%), as lead gathering, cultivation and prospecting opportunities (63%), and for face-to-face customer meetings (60%).

Joining offline events is almost never free. You’ll need to shell out a certain amount, depending on what kind of event it is or who is hosting, just for the right to set up a booth. Not to mention the resources needed to get the right people to run your booth and encourage sign-ups.

Yes, it may cost you a significant amount, but bear in mind that an email list may well be the best investment that you make. It also doesn’t hurt to network with other industry professionals who might just be able to give you a hand in the future.


Final Thoughts


Now that you’re starting to collect email addresses, the fun part begins! Optimize your email sequence with a tone that reflects your unique brand personality and keep posting educational and valuable content to keep your new subscribers engaged.


Remember to import your new contacts in your email marketing software’s email list (if the process isn’t automated) and don’t forget to send them a welcome email to say thanks and confirm their subscription.


Ready to start your email marketing campaign? Make sure you’ve got all your bases covered with our FREE checklist!

Checklist for Setting Up an Email Marketing Campaign

The Internet of Things (IoT) is radically changing the way people search and receive information. Luckily for businesses, this interconnectedness allows them to deliver content in different ways: social media, blogging, video, audio, and a host of other interactive platforms. Plus, let’s not forget email.


Email marketing is very much alive. It has withstood the test of time and remains a strong force to contend with in lead generation and management, as well as customer engagement. In fact, based on statistics from Campaign Monitor:



The numbers, compiled by experts and practitioners in the field of marketing, are compelling indeed. Whether it’s about automation, mobile, personalization, engagement, or ROI, they are echoing the same point—email is still highly relevant in the modern age.


Personalized Email Marketing

Personalized Emails

No one appreciates generic or template-style emails, that’s for sure. People want to feel like more than just another sale to your company. To stand out from all the inbox clutter from other brands, you need to get personal to attract and retain your customers.


If you want your prospects to take notice of your message, you need to do so much more than just push your content. Personalizing your emails means you know your subscribers well enough to know what they’re looking for. Be ready to give it to them at the right time and via the right channel.


Here are some ways to maximize your personalized email strategies:


  1. Practice Segmentation in Your Email Marketing


This means grouping your leads by their browsing activity, demographic information, and purchase history. This data can then be used to customize your email, making them more relevant to any particular group of contacts.


Putting segmentation into action enables you to track your leads’ activity according to what category they belong to. With this information in hand, you can come up with different customer personas such as those interested in demand generation, data management, or sales leadership, to name a few. Your next move should then be to provide relevant content that’s valuable to each persona group.


Another useful idea to help tailor your emails is to use your customers’ time and location information. Have you ever noticed how emails arrive into your inbox usually at 9 or 10ish in the morning? Businesses have identified it as the best time to send out marketing emails.


However, a more reliable time marker that you could use is your customers’ email open histories. With that information, you can personalize email deliveries to match the ideal time of your subscribers. It goes without saying that the content should cater to what those prospects are looking for right then and there, which brings us to the next element in email marketing personalization.


  1. Offer Well-Tailored Content


You might be wondering how individually targeted your email content should be. First of all, you should know that marketers identified “creating relevant and compelling content” as both the most effective and the most challenging email marketing tactic. So, how do you work around this sticky situation?


First, you must gain mastery in the art of questioning. Asking the right questions can give you good insights as to what your customers’ priorities are.  


For example, one of the most important questions you need to find an answer to is why a particular customer is visiting your website. If you’re an event organizer, and a lead checks out your “Party” page, they’re probably interested in getting you to organize their party for them. But there are a number of other questions you should be asking to get a more holistic understanding of their needs.


If it’s an anniversary party, for instance, you might want to know if it’s anything near the most cherished milestones like a silver or golden anniversary. You could use the answer to send out a targeted email with details about suggested themes or motifs that are most appropriate for the occasion.


Second, you can use personalized emails to direct your customers to a landing page on your website, which should have the same look and copy as your email, including CTAs. The idea is to identify your customer segments, write custom emails for each segment, and develop several landing pages for that particular segment. With this strategy, your leads will be able to recognize that you are giving them an integrated, personalized email experience and may feel more encouraged to convert as customers.


  1. Automate Your Email Marketing


Marketers are under great pressure to generate, nurture, and manage leads, and you’ll be needing tools to automate the majority of the tasks involved in email marketing. Such tools are not only meant to make things easier for you, but you’ll be amazed at how they can scale things up in the personalized email department as well.


In case you didn’t know, social media leader, Facebook, is making use of automated behavioral trigger emails to increase engagement. One strategy involves sending emails to accounts that haven’t been active on the platform for some time, encouraging them to engage more. I’m sure you’ve received that “A lot has happened on Facebook since you last logged in” email and I’m sure it’s worked on several occasions. By simply telling users what they’re missing out on, Facebook can compel them to log in once again.


For your own marketing, you could use trigger emails for various purposes: as a welcome greeting, for up-selling or cross-selling pitches, or to send updates about your subscriber’s account.


The Nature of Marketing Automation

Marketing Automation

Marketing automation is both a challenge and an essential part of a modern business. Through marketing automation, you can sift through a huge amount of data to get to know your customers better and to use that understanding to deliver useful marketing content to them.


Automation is marketing technology in action. It enables you to track the digital footprints of your leads, turn those interactions into insights about the customers’ sales journey, and help you craft better content to drive prospects towards a purchase decision.


However, automated marketing does not come without its challenges. Here are some of the major obstacles facing marketers and their brands:





The bottom line on marketing automation is that it allows you to scale processes without removing the ability to segment and personalize.


Best Emails for Nurturing Leads

Best Emails to Nurture Leads

Email is indispensable to marketers, as it’s still one of the most convenient ways to communicate despite the presence of new other modes of messaging. However, marketing emails may be unwelcome to some because there’s plenty of clutter getting sent around and it can be a pain to filter through dozens of emails to find something relevant.


You can enhance your email campaigns by knowing which ones resonate well with customers. As a rule of thumb, the best email types are the ones that:


  1. Educate


If your email can teach your prospects something about their pain points, or how exactly your products or services can help your customers deal with them, you’ve got a winning marketing tool in your hands.


By crafting educational content, you are asserting your expertise and value as a brand that people can trust and depend on. It might take a lot of time and effort to sustain the distribution of this type of email, but it’s the gradual, stage-by-stage process of educating your customers and earning their trust that makes this one special.


  1. Establish Connections


The goal of any email marketing campaign should be to open a dialogue and create meaningful conversations between a brand and its audience. The closer you can get to your customer, the more engagement you can expect in return.


Be sure to give your customers the option of choosing other possible means of connecting with you. It may be via subscription to your newsletter, connecting on social media, or alerts to product development updates. Whatever the case, let the prospect choose the channel that suits them best.


  1. Offer Something Relevant


Sending product offers to prospects may seem like a great idea, but you need to make sure that they’re getting more than that. If someone signs up on your website, for example, it means they are ready to explore your content, so you should give them what they want.


Instead of sending them a free trial offer for your product or service, you might want to first find out what pages or topics engaged them, and then send additional content that they might find valuable. As they consume more of your content offers, you can leverage the trust that you’ve established to deliver more brand or product-centric content, driving them towards a purchase.


  1. Help Someone Improve


As you nurture your leads, keep in mind that one of your goals is to help them improve their everyday lives. Of course, you should keep your content consistent with your brand’s theme. For example, if you sell vitamins and your target audience is mostly made up of health conscious individuals, you could create content about how specific vitamins reduce the risk of specific diseases.


Your emails should have a similar slant that complements their goals and shows them how they can meet their objectives in a more effective manner.


  1. Recreate Opportunities


You can’t expect things to be always rosy with your email marketing efforts. At one point or another, you will come across subscribers that aren’t responsive or those that just don’t click through.


To turn this around, you could request your subscribers to provide feedback regarding the emails you send in terms of frequency, content type, and quality, or anything about their experience with your brand or service. Whether or not you receive the feedback you were hoping to get, you’ll still be able to use these insights to address any areas of concern.


  1. Have a Personal Appeal


This has been a prevailing theme in email marketing because knowing your customers’ preferences builds a special connection between your brand and your audience. A personal touch can be especially useful if you want to get past barriers in the sales cycle. Your customers will appreciate the extra effort you’re putting in.


Ways to inject a personal touch include checking in, saying thanks, remembering special events, and thinking ahead so that your customer doesn’t have to.


Final Thoughts


All the signs are telling us that email will never bow out of the marketing game. People won’t stop using email as a primary communication channel, and we can see this from how much it’s growing.


On a less serious note, here are a couple of stats about when people check their inboxes (via Inc):



People are checking their email everywhere! So don’t be afraid to ramp up your email marketing efforts when it comes to lead nurturing because chances are, you’ll be pretty happy with the ROI if you’re doing it right.


Want more ways to nurture leads and improve conversion rates? Check out our FREE lead nurturing whitepaper!

Your Complete Guide to Lead Nurturing

An essential aspect of nurturing new sales leads is email marketing. It’s a strategy that allows you to reach out to your prospects on a more personal level with relevant content.


According to a report by Salesforce, 49% of marketers claim that email is directly linked to the success of their business efforts. Direct Marketing Association also noted that there is a 4,300 percent return on investment when it comes to email marketing for businesses in the United States.


Furthermore, a study by Custora found that customer acquisition through email quadrupled from 2009 to 2013, with the 2009 benchmark set at 7%. There is now no question that marketers should believe in the power of email.


Apart from being cost-effective, there are many reasons why email marketing can be a successful channel for businesses. A well-crafted email campaign is personal, action-oriented, and measurable. Get inspired to make awesome email marketing campaigns by these brands who know how to get the job done!


  1. Drift – Break The Ordinary

Drift Email(Image Source: Drift)


This welcome email sent by Drift to people who subscribed to be part of their email list is pure genius. The campaign resulted in 75% open rate and a 25% response rate that are actual replies from their subscribers.


Its effectiveness lies in how short and straightforward it is. People are aware that emails sent by companies are automated, but this message seems to break conventions. The wording is immensely conversational, more like a direct message on social media than a formal business communication. So it may be automated, but it maintains a personal touch thanks to its clever use of language that makes you feel as though you’re having a casual chat with Dave.


  1. PayPal – Be Clever and Relatable

PayPal Email(Image Source: HubSpot)


PayPal’s email is clever and relatable, managing to effectively grab the attention of their audience. It’s no surprise to learn that people tend to read what they think is relevant and applicable to their lives.


As a marketer, you should find different situations that are connected to your services and your target market, and use it to your advantage. In this case, the scenario addressed was splitting bills with friends, something that used to be a pain. By showing PayPal’s solution to this everyday problem, the company shows its customers that they know how their products are being used, something most brands can learn from.


  1. BuzzFeed – Punchy Subject Lines and Preview Text

BuzzFeed Email

Of course, BuzzFeed is known for publishing hugely popular articles with awesome headlines. Many of their posts have become some of the internet’s most prized gems. But, did you know that this company has equally awesome email marketing efforts?


BuzzFeed plays with phrases that go along with their email’s content. As seen in the photo, the punchy headline goes incredibly well with the preview text. This is a highly compelling strategy that’s great for arousing the interest of readers. It’s simple, funny, and engaging. Take a tip from BuzzFeed and start writing email subject lines like you’re writing an article title, your open rates are sure to improve.


  1. Litmus – Play With Moving Images

Litmus Email(Image Source: Hubspot)


Animation is a great way to encourage your readers to interact with your message. Litmus is doing a fantastic job when it comes to incorporating animation in their emails.


In this campaign, they’ve used a swipe motion animation to mimic what their email tool can do. It’s as simple as that. The movement catches the eye of the reader and provides a deeper understanding of the message and how the audience can benefit from their product.


  1. Kate Spade – Feedback is the Key

Kate Spade Email(Image Source: Myemma)


This particular email by Kate Spade is a sure hit, as it serves to be mutually beneficial for them and their customers. The data collected from patrons can help with planning and strategy, while that 25% off is a gift every customer can enjoy.


Ask your customers how they feel and get their insights into your services. Every customer’s feedback is important to determine brand direction and fuel business growth. It allows you to build a foundation of loyalty within your marketplace. Customers will also feel valued if they can see that your brand understands the importance of their opinions.


  1. Cook Smarts – Offer Something Useful

Cook Smarts Email(Image Source: Build Fire)


To create messages that engage your audience, you must see things from their perspective and offer something that adds value.


Cook Smarts did this in a very clever way. They generated a daily meal plan for their subscribers to help avoid the stress associated with figuring out what to eat. Its success lies in the fact that the content complements their product and encourages users to see what’s on offer.


  1. Boden – The Sense of Urgency

Boden Email(Image Source: Myemma)


If you’re one of their customers, wouldn’t you want to take advantage of this last chance sale by Boden?


The elements of this email compel readers to discover what’s in store for them. There is an obvious sense of urgency that’s portrayed by saying “last chance,” and that’s enhanced by telling the reader that they almost missed out. Their call-to-action telling users “Quick-Clean Up” also gives the impression that the sale is a particularly good one where they can get large discounts.


  1. Bonobos – Extend a Helping Hand

Bonobos Email(Image Source: Build Fire)


Bonobos knows what their target market needs. With a mix of fashion expertise and a bit of humor, they were able to make a style guide for men’s clothing. It’s a perfect campaign for email marketing, which appeals greatly to the needs of their audience.


This strategy works because your brand becomes a source of valuable information. Marketers need to understand what’s important to their audience and extend a helping hand.


  1. Uber – Clear and Simple

Uber Email(Image Source: Hubspot)


Nothing beats a clear and concise message that resonates with your audience. Uber lets their contacts know about new offers like deals, promotions, and guides—all paired with a simple yet strong call-to-action. The style used in the email is also very consistent with their brand and mobile app. The simple yet elegant detail complements their visual branding and serves to highlight their message more clearly.


  1. Airbnb – First Impressions Last

Airbnb Email(Image Source: Myemma)


First impressions last, and they play an important role in email marketing. It’s your first step to getting the attention of your target users. Remember, great impressions result in long-term outcomes.


Take a look at Airbnb’s welcome email. It is pro-active and encourages an immediate interaction. The visual elements are simple and give off a friendly vibe while the CTAs compel users to get started. It’s also very friendly for mobile users, which many brands still tend to ignore to this day.


What to Takeaway


These brands have successfully executed email marketing campaigns in multiple ways. It took time and effort for them to produce these strategies and we’re pretty sure that decisions were based on actionable insights using target market data.


Take note that you can always take inspiration from them, but a little experiment of your own won’t do any harm. Brainstorm with your team, get advice from experts, and never forget to include customer feedback in your decision-making process.

Ready to start building your next email marketing campaign? Make sure you’ve got all your bases covered with our FREE email marketing checklist!

Checklist for Setting Up an Email Marketing Campaign

Did you know that 215 billion emails get sent every single day in 2016? That might sound like a ridiculous number to most people, but email (as a communications channel) is still growing. By 2019, that number is set to increase to 247 billion.

Believe it or not, email is still, by far, one of the most effective ways to generate sales leads. That being said, email is also one of the trickier content marketing channels to master. Send the wrong headline or forget to format correctly and – Bam! You’re hit with an opt-out request.

Don’t let your email get sidelined, keep them in the inbox and out of the SPAM folder by creating creative, personal, and compelling email marketing campaigns.

Here are 6 of our best tips.

1. Know your audience

Be sure to send targeted emails that set the stage by describing a few compelling pain points likely felt by your readers. Next, reveal how your company uniquely understands how to solve the challenges before them. Lastly, end with a clear call to action that describes how your company can help solve their problem.

2. Don’t be a robot

Personalize your emails. Give them personality, sass, and don’t forget humor. Automated email campaigns usually sound generic or like a robot wrote them. Be better than that. Write an email that you would want to read and watch your click-through rates soar.

3. Create urgency

. In order to move your readers to action, you have to present urgency. After letting them know that you understand their situation and that you have what they need, you should imply that they should act immediately. Unless your letter puts emphasis on the “now”, they might never act at all. Everything about the letter should point towards the call to action.

4. Use a Call To Action (CTA)

Place the CTA somewhere after the initial pitch, and then repeat it near the end. Make sure that it is clear, concise and irresistible in design so that it compels the reader to follow through on your desired action.

5. Keep it simple

Time is money so your emails should be no more than 200 to 250 words in length. Remember, yours is not the only email hitting your reader’s inbox today (far from it) so keep it clear, concise and compelling.

6. Make it readable

Keep your emails engaging and readable by using short, descriptive words that paint a picture and create urgency. Keep your paragraphs short and remember to make good use of “white space” to make your email easier to read.


Creating emails to generate business leads involves a lot of trial and error, and will require a great deal of A/B testing and a careful eye on your analytics, but don’t get discouraged. Keep refining your approach, pitch, and the overall design, as you can always get better.

You can also try to put yourself in the reader’s shoes and think about what kind of message might compel YOU to take the next step. Use those insights to direct your emailing efforts in the future.

Best of luck with your B2B email marketing ventures!


Need help with the rest of your email marketing campaign? Find out the key principle behind developing powerful lead generating content for your marketing strategies.

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