This is why your B2B Email Marketing Campaign doesn’t produce Leads

Email marketing seems basic enough to carry out and needs no special skills. How hard could it be? You develop a mailing list, you send your content, and track the progress. And besides, email has been and remains to be the most faithful pillar and icon of lead generation lore.

Little do most marketers know that certain (mis)steps can and will kill their chances of conversion. These are things that we normally view as harmless and would not have any adverse effects:

Overusing images – Marketers now tend to use a singular image as the entire representation of their content, not considering the possibility that a.) Prospects might disable images when viewing email via mobile devices, or b.) Putting all your eggs on one image is a make-or-break risk. HTML-based emails are the new thing, but overdoing it could also hurt.

Not personalizing emails – Many companies take effort to the next level by ditching generic emails in favor of receiver-customized ones. When emails are segmented based on clientele profiles, people would feel that the company is personally reaching out to them rather than throwing an open letter to the world, thus increasing CTRs and conversions.

Harassing prospects with thousands of calls-to-action – Blame this on modern image technology; oftentimes we see content pages saturated with various links that not only create confusion but also causes prospects not to click anything in the end. Create a singular, powerful call-to-action and place it strategically where it’s impossible to miss and impossible to misinterpret.

Not sending enough emails – Perhaps due to a lingering (albeit reasonable) fear of being regarded as spam, marketers are missing out on conversions because their emails lack impact. An introductory email is not enough; send up to 3 emails a week and focus on educating them, not annoying them. While doing so, link your emails together and find your way in building momentum.

Forgetting to include contact information – Need be elaborated?

Lacking value in your content – The ultimate trickery is having prospects open an email with dazzling imagery and words, only to conclude in the end that nothing in it offers real value, perhaps because it was not catered to a specific need or persona. Work hard in letting them feel like hitting a jackpot upon knowing what your email has got to offer them, and you’ll see the results instantly.

4 Email Marketing Gems – Born Out of Writing 1,000 Emails

Justin Bridegan of MarketingSherpa shares 4 things he learned from writing a lot of email copy:

Having written close to 1,000 emails for MarketingSherpa promoting our marketing products over the past few years, I’ve learned a couple of things I thought I would share with you, many of them from my own mistakes.

At Summits, when people recognize my name from their inbox, they ask, “What have you found that works?” What a loaded question, right?

I’ve felt much like Edison, but with a marketing spin on it. I have not failed, I’ve just found 10,000 ways on how to not write an email.

Much like you, my writing over time has evolved to include some semi-universal best practices which many of us are familiar with, but sometimes get lost in the marketing translation from company logic to customer logic. So, here is a quick refresher.

Tip #1. Write your copy with the understanding that your audience is likely not reading, but skimming

It’s been said most people are either “filers,” who create a specific file folder for each email, or “pilers,” who let the inbox pile up with no hope in sight. Either way, your message is up against an already overflowing inbox. Standing out – and quickly – is the only hope you have.

I’m not saying all email messages have to be short, but they should be readable in a skim format. Your audience should be able to understand the main message in five to 10 seconds. Subject lines should be point first or last, not middle. Intro paragraphs should also be short and lead into the body copy, usually three sentences or less. Overall, you should test your email subject lengths to know what your audience prefers to read.

Tip #2. Stop selling to your audience and offer real value

Nobody enjoys being bombarded with product offerings and specials. Don’t get me wrong, we all like a good deal, just not all of the time and not every day. Your emails should be an ongoing conversation and always offer real value. Ask yourself, “Does this pass the ‘so what’ test?” If not, then scrap what you have and start over.

Use benefit-focused language such as “Get” or “Receive” without making them think about all of the things they have to do. You need to build some trust with your audience and make sure you provide an email address so they can respond with feedback.

Tip #3. Clarity is the key

Have you ever read an email and not understood what they were trying to say? I know I have. From internal acronyms nobody outside the office understands to copy containing three or four calls-to-action, too much clutter is a conversion killer.

Focus on one key benefit, map it to their pain point and solve it. Your email tone should convey a helpful and friendly voice. Never use words that don’t convey value, like “Submit,” or “Click.” When possible, provide more clarity and quantify your message. For example, use “Get instant online access to all 32 marketing search journals” instead of “Download now.”

Tip #4. Don’t take my word for it – test

What works for one company doesn’t always work for another. The only true way to know what works in your messaging is to test. For the MarketingSherpa audience, those who have purchased from us in the past tend to like short, right to the point emails, while new sign-ups tend to like more visual and lengthy copy. It is about tailoring your messages.

We’ve gleaned these insights from A/B testing. Before you implement any of my tips, I suggest you test them with your unique audience and product to see if they also work for you.

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The Three Important Components Of Any Email Marketing Campaign

The Three Important Components Of Any Email Marketing Campaign

Email marketing remains to be an important facet in the life of a business.

Presently, around 73% of B2B marketers rely on emails for transacting deals and exploring aailable solutions for a variety of problems (Salesforce, 2015). For this reason alone, delivering messages straight to your target clients’ can help initiate high-value engagements that are likely to result in purchases.

In fact, Convince and Convert noted in a 2013 study that “44% of email recipients made at least one purchase last year based on a promotional email.”   This is supported by an Imagine Pub post that reveals eight to ten recipients of B2B messages would buy something. You couldn’t possibly take these stats like they mean nothing to revenue when they actually establish the difference between business failure and success. The most important thing it seems at the moment: Refuse email marketing, you refuse revenue.

You can always conduct a good old-fashioned email blast to spread word about your company and what it is offering, but having a prospect make that crucial click depends entirely on whether your messages are appropriately constructed.

Email Lead Generation: How Most Marketers are Getting it Wrong

Related Post: Email Lead Generation: How Most Marketers are Getting it Wrong

To ensure a more successful email campaign requires a thorough understanding of the three most important parts of an email that can significantly increase open rates:

Introducing the no-risk offer

This is your product, service, or a simple taste of what your business could do for your future customers. With the explicit announcement that this comes at absolutely no cost to your prospects, there is nothing that would hold them back from giving your offer a try.

An obvious call-to-action

Now that you’ve made it clear that your email is absolutely free, along with the product or service that comes with it, tell your prospects what to do next by giving them a call-to-action that is more obvious and conspicuous than the no-risk offer.

Final encouragement to respond

Most prospects like to read through the whole email to make sure there is no catch anywhere, especially if they found your offer particularly tempting. So to end your email properly, remind your prospect again about what a great offer this is and encourage them to sign up now, if they haven’t already.

It’s not so hard creating emails with all the right elements in place. But you can always improve your chances of acquiring quality B2B leads by allowing a professional b2b lead generation company to hold the reins of your campaign. Especially if it has an impressive portfolio of successful campaigns and satisfied clients, such a company can achieve a certain amount of notice that your brand deserves.

 Employ email marketing and other lead generation channels in your campaign today!

The Spam Dilemma: How to avoid your Emails being tagged as Junk

Email marketing  has been dealing with the spam problem since the beginning of email marketing itself. It’s a hard enough task to deal with, considering that emailing has seen its decline especially in B2C marketing. Although it is pretty much still alive in B2B, you have to make sure your emails go through.

It has the potential to be disastrous to the entire strategy. The moment your email host has been marked as a spammer, your open rates and deliverability will drop and your account may even be suspended.

The notion that spam filters cannot be tricked is not entirely true, though.

Spam filters work by scanning the email based on content and choice of words. The system in which it operates is actually defined lucidly, therefore giving us the chance to modify our email formats to avoid being convict of spamming. You may have drafted a very professional template for marketing but if you miss out on an important identifier, your email will still be spam.

Consider these pointers:

  • Subject line. Almost everyone who has used email would know what a spam subject line looks like. Avoid punctuation marks (especially exclamation points), don’t write them in all caps, and don’t use spam-ish terms such as “free” or “download”. Don’t substitute numbers or characters for letters, too.
  • Main Content. The body of the email obviously must also be spam-free. See if you can always include a plain-text alternative, which will usually be matched up to your HTML content. Plain-text emails are not typical for spam structures, so if only a small portion of your HTML message is included in your plain-text message, most likely your email will be flagged.

And while you’re at it, make sure your HTML codes are solid. Otherwise lousy codes attract filters.

Colors can also affect tagging, so keep your color extravaganza on a low, especially with attaching too many images (one-image formats also trigger filters, so be somewhere in the middle). Keep the ratio of text to images under control, and make sure your overall formatting adopts the formal letter style in general.

  • Key: Make it a 2-way convo. As soon as the recipient responds to the email, the spam filter criteria are practically voided, because the email now becomes a conversation. To make this happen, give the other person a reason to reply. Ask relevant questions about their business. Present an idea and ask for feedback. Once the exchange has been established, you will have made a “name” for yourself in your prospect’s email and will never be tagged as spam again.

Recognizing the Assets and Disservices of Email Marketing


Email Marketing is the door-to-door sales of cyberspace.  And just like its counterpart in the real world (Forbes says door-to-door sales is dead), Email Marketing also has had its share of decline recently, or so they say. One thing that’s true, though, is that the basic functions of email have evolved in the last decade, swimming through waves of new technologies and trends.

These modern developments paved the way for strict competition for email marketing, especially with the explosion that is the social media. Some companies jump in the bandwagon and resort to Facebook, Twitter and several blog sites to uplift their marketing campaigns, while some remain faithful to good ‘ole email.

Before deciding whether to jump ship or not, it wouldn’t hurt to understand the advantages and disadvantages of email marketing.


Ready…aim…click!Probably the greatest strength of email marketing is its efficiency. With a pre-structured content ready to be deployed, all that’s needed is a lot of email addresses, and that’s that. In some cases the company doesn’t even have to anything; once potential prospects are subscribed, they can opt to automatically receive updates. Companies can do away with the hassle of sending traditional mail, or hiring people to do cold-calling.

Money saved is money earnedSending emails is free. Traditional mail necessitates more cost (paper, printing, manpower, mail service, etc). Ads on newspapers, social media sites require payment. Even having people to “like” or “retweet” a marketing post would oblige you to shell out an amount.

Easy monitoring and researchEmail Marketing provides a means of tracking the emails being sent and as well as the responsiveness of the targets. A daily or weekly report could easily be generated to show quantity as well as quality by assessing the response behavior patterns.  This makes it easy for companies to gauge their success and make improvements for future campaigns.

Personal, professional, creative touches –Depending on the target market, one can put a little dose of personality or stick to appropriate standards when communicating with potential clients. Emails are not limited to text – most companies go as far as sending videos, attaching presentations and footnoting links to other resources.


Spam – Email marketing once reached its peak popularity which in turn gave birth to what is called “spam”. Email services providers suddenly started integrating spam filters onto their systems and while it works for the most part, some emails still do get through. The problem is, some filters are extra-sensitive that they flag anything suspicious as spam, which obviously became an added burden for marketers.

Email address disclosure – As a by-product of the “spam” problem, business owners and executives became reluctant in giving out their email addresses (or sometimes they do give out one, but of the company’s official mailing address). Obviously, email marketing is pointless without an email address inventory.

Technical issues– Exploiting a technology-based marketing strategy is bound to have technology-based problems. These can be from failing email servers to ill-rendered emails and even dealing with recipients who require a certain degree of email know-how.

Companies that are on the fence with using this approach must first weigh things based on resources, urgency, and higher success rates. Email marketing may not be for everyone – but there are those who are still able to pull it off even when it’s been pronounced dead. And it’s very much alive.