Emails are widely used for marketing by B2B marketers due to the benefits it provides. It is one of the oldest marketing tactics that professional marketers use. The main reason why emails are preferred is that it has the highest ROI as compared to any other digital marketing channel. Emails are a great and effective way to engage and build relationships with potential customers. However, you can increase your email marketing conversion rates by using certain tactics and tips. Keep reading the blog to know some of the best tips to increase email conversion rates.

How Do I Increase Email Conversion Rate?

Just by changing the subject line of your emails, you can see a drastic change in the open rates. By this, we mean that even small changes in your email marketing strategy can make a big difference. You can inculcate the tips given below in your email marketing strategy to increase the conversion rates.

1. Personalization 

Let’s take an example- Would you like to read an email full of information? Well, of course not! Similarly, we can’t expect our receivers to do the same. By adding a touch of personalization you can instantly grasp the attention of your potential customers.

You must try to write impressive emails with images and valuable content. Apart from that, you must encourage replies from the receivers. Emails were designed to have two-way communication. Therefore, you can even start a discussion with your potential clients via email. Also, you should ensure that you reply to your customers as soon as possible.

2. Segment your email lists

To boost your email marketing conversion rate you must segment your email lists. You can segment your email lists by using various criteria such as demographics, preferences, geographical location and psychographics, etc. It is important that you segment your email lists so as to send more personalized and tailored emails.

The main purpose of segmentation is to understand your target market and cater to them according to their needs. Segmenting can help you to create relevant content and understand the needs and preferences of your target audience effectively.

3. Write Impressive Subject Lines

The first thing a person notices in an email is the subject line. Subject lines are like the first impression of the email as they can be seen before an email is opened. Often the subject lines are the deciding factor for people on the basis of which they decide on opening or not opening an email.

You must write interesting and engaging subject lines. The subject line must convey something about your email. Try experimenting with different types of subject lines so as to know what works best for your target audience.

4. Strong Call-To-Action

The main purpose of an email is to make prospects take the next step. There are many ways to do this, either it can be through compelling text or by highlighting the offers. Well, the best way to do this is by using the enticing CTA buttons in emails.

You must write some interesting and exciting text before the CTA button like ‘Try Now’, and ‘Get a free demo’ etc. This will create an urge in people to click on it. Make a clear and visible call to action button so that it stands out and people know where to click. You can create different CTA buttons within an email like on an image and on text.

5. Use Simple Templates

With the advancement of technology and digital marketing, it might be tempting for you to create highly designed templates. But emails that seem more like advertisements and random offers never get the attention of professionals.

You must make sure that your emails look like normal emails and are professional. You don’t want your emails to be skipped and end in the trash. For this, you must keep your email template simple so that it seems like any other professional email sent by a coworker.

By simple email, we don’t mean plain email but you can add the brand logo and border with some images. This will help to draw the attention of the readers to the body text and message of the email. Not only this it will help to humanize your brand and make you seem more approachable.

6. Create a Sense of Urgency

It is human nature that people always want something that isn’t easily available. You can encourage your potential customers to take action by creating a sense of urgency and scarcity. There are many different creative ways to do this. For example, You can add a timer or a countdown clock at the end of your emails or offers. It will emphasize the urgency and make people take quick action.

Another way you can do this is by creating a scarcity impression. You can give offers or discounts saying only for the first 200 customers will get it or the offer ends tonight. The messages that show urgency often encourage people to decide and take fast action.

7. Automate your Email Campaigns

To increase your email marketing conversion rate you must automate your email campaigns. There are various email marketing tools and softwares available that you can use to automate your email marketing campaigns. Not only this you can use behavior-triggered emails and even measure the success of your campaigns.

Using behavior-triggered emails can help to get you a better conversion rate as they are based on the response of the receivers. You can automate emails for various responses or actions taken by the users such as:

  • Subscription welcome email
  • Submitted a form
  • When a prospect becomes a customer
  • Constant page views or website visits
  • Registered for a webinar or online event
  • Past purchase reminder

By automating your email campaigns you can reach out to your customers as soon as possible. It will make your brand appear active and help to build their trust. While automating your emails is beneficial and can get you a better conversion rate, you must not forget relevancy. It is important that you send relevant and personalized emails to your prospects according to their buying stage. This will keep them interested and increase the chances of closing more deals.

8. Mobile optimized Emails

Nowadays, people use mobile devices more than any other device. According to a recent study, “53% of the emails were opened on mobiles.” This shows that it has become vital to optimize emails for mobile devices. You must make sure that your emails are clearly visible and readable on the mobile screens. For doing this you can apply some of the tips given below in your email marketing strategies:

  • Write short subject lines up to 30-35 characters
  • Use large fonts to enhance readability
  • Reduce the size of images
  • Add relevant blank spaces
  • Make your CTA button easily clickable
  • Make it zoomable and easy to scroll

Optimizing your emails for smartphones will enhance your email marketing conversion rate as they will become more easily accessible. However, you should do the mobile testing of emails before sending them and see if the changes are working or not.


Emails have always been the first choice of B2B marketers for marketing. The reason is the fact that email marketing generates up to $40 for every $1 spent. Not only this, email campaigns have proved to improve conversion rates. Nevertheless, you can enhance your email marketing campaigns by keeping up with the trends and using automation tools. Even the smallest changes in your email marketing strategy can give you better results. By using the email marketing tips given above we are sure you can secure more deals and get a higher ROI.

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