How to Improve Email Open Rates to Scale Your Lead Conversion

Email marketing is a cost-effective and easy to plan technique as compared to other b2b marketing techniques. Now the main question is - is it the most effective marketing tactic for B2B? Email marketing certainly has the potential to bring long-lasting results, why? Simply because, emails are cost-effective and an easy to adopt medium of communication for b2b service providers! Therefore, B2B marketers tend to focus on email marketing to find potential customers. So how can B2B companies plan effective email marketing strategies?

Let us discover in this blog the importance of email open rates for higher conversions and how to achieve that.

The need to optimize email marketing open rate:

Email click rate or open rate is a way to measure email engagement. Email open rate calculates the percentage of subscribers who tend to click & open emails. The number of emails opened is compared against the number of emails sent to determine the email open rate. So what exactly is the need to calculate the email open rate in B2B marketing?

The main reason is to determine whether the email marketing campaign was successful or not! Many people tend to avoid opening promotional emails. Finding the email marketing open rate provides B2B marketers with valuable insights that signal the rate of success that can be achieved through their email marketing campaign. For example, marketers can find interesting user accounts and create a unique email list. The higher the open rate, the better will be the chances of improving B2B sales. 

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How to improve your email open rate?

B2B firms should focus on improving the email open rates. Analyzing previous email campaign performance gives marketers a better understanding of the situation. There is a combination of factors involved. Let’s explore the best practices to improve your email open rates.

Focus on Data:

Data analysis is the best way to enhance any b2b marketing technique. For example, use the available data to find unsubscribed members or users and also get to know new subscribers, redundant contacts, bounce-back mailing lists, etc. Use the information to modify your email marketing campaign and make it more effective and customize it to gain maximum response. Data can allow you to know the prospect well. This will help you to create more relevant and insightful campaigns that will eventually encourage customers to open the emails, read and take action.

Focus on the high-quality email list:

Your email list contains the details of your email recipients. So how can you create a high-quality email list? Here are a few tips:

• Segment your email list based on the subscriber history. Create separate lists with news subscribers, old subscribers, frequent buyers, etc.
• Cleanse your old email list to remove soft and hard bounces and redundant subscribers
• Create fresh email lists for new subscribers to develop personalized email campaigns
• Use opt-in forms to find customers who are interested in buying from you 

A well-optimized email list will ensure your emails are getting delivered to the right people.

Relevance of content:

Email content is the building block of any email campaign providing useful insights to the reader. To encourage the recipient to open and read the emails, you need to provide informative and insightful content. Here are a few tips for creating high-quality email content:

• Create catchy email subject-lines that generate curiosity at first glace
• Use relevant images in the email body to make it visually appealing
• Create content that is short, precise, accurate,  and to-the-point
• Add call-to-action points at the end of every email

Last but not the least; proofread your email thoroughly to be sure of its quality.

Conclusion

What’s the point in investing your time and efforts into email campaigns if the recipients don’t even open your emails? Design your campaigns in such a way that your readers do not hit the delete/unsubscribe/spam button. Value what the customers want and give them quality email content. It will increase your email open rate and subscriber count.