Posted On: Apr 28, 2020
Posted By: John Duff
Email Campaigns convert leads to customers

Across the world, B2B companies are generating leads with the help of the email campaign, but do all of it get converted?

Not really!!!!

As a marketer, you need to check at least 80% of your generated leads get converted, if not all. This would prove that you are following the right path. It’s not that difficult, but yes, challenging for many of the marketers.

So, how to crack the secret code to covert more leads?

There are some tricks that would help you to convert these leads into customers:

1. Psychological Trigger Email:

Every customer has a trigger point that motivates them to purchase a specific product or service. As a marketer, you have to find that trigger point. Check the below example:


The example is of a brand Natura Siberica, a company based out of Moscow, Russia. It manufactures natural products from the wild Siberian herbs. As per the research from the department of pharmaceutical sciences at the University of California, Irvine, Siberian herbs could improve the immunity and help human beings live longer. These miracle herbs are also known to slow the aging process of the skin.

Don’t you think this much information is enough to trigger a customer to purchase the product?

With most of the consumers looking up to the natural products for their beauty care regimen, the brand successfully managed to develop a content that thanked its new subscribers with the unique message about their services. The content such as “the wildly harvested herbs,” “from the unspoiled continent of Siberia” are the trigger statements for consumers.

2. Educational Email:

Consumers now have many resources to find the information before going for a specific product or service. In this scenario, if you send an educational email, giving them the message that you have the expert knowledge on that product, it will motivate them to purchase your service. The below example is of an educational email:

child prodigies

As you can see in the email, the brand has given some information about a research from the Ohio State of University. A research information in the email helps to increase the credibility of your email as you are stating some facts by the industry experts and specialists who have an absolute understanding of the subject.

3. The Case Study Email:

The case study is another crucial content that can be sent in an email.

As in the case study, you explain the problem which one of your clients faced and how you resolved it; the content facilitates gaining the customer’s trust on your brand. It helps in the right lead nurturing process as many times it can put back the leads that have gone cold into the sales cycle. Find the below example:


Here you can see, how HubSpot, included a catchy line to promote their case study in the email signature, “How UK based company increased the web traffic by 400%.”

4. Following a Precise Newsletter Schedule:

Newsletter has always helped marketers to gain the right attention. If you find your campaign to be debilitated, try following this schedule immediately and witness amazing results in a few weeks.

Yes, you have to develop an amazing newsletter for that!!!

Check the below example to understand how you could create a useful newsletter:

net a porter

Net-a-Porter added editorial content in its newsletters, a unique approach to guide its female reader to dress in a fashionable way. Every woman likes to look good, so this approach of the brand helped to drive more conversions.

5. Personalized Emails:

Personalized emails will never be out of fashion. Almost all the consumers like personal attention. So, when as a marketer, you send personalized emails as per their interests, or offer discounts on their favorite products, it would help to boost conversion rate.

The below one is a great example of personalized email:


You can see the marketer has sent the list of restaurants and hotels which opened near to the location of the recipient. They know that most of the consumers would be interested only if the eateries are near to their location. Also, in the beginning, instead of mentioning Dear customer or just Hello, they personalized it by mentioning the recipient’s name ‘Stefan.’

Another example mentioning” just for you”

recommended products

Don’t you think the consumer would give a second look at the recommended products?

She would be pleased to know that the marketer has complete knowledge of her skin type, complexion, even the color of eyes. It would significantly enhance the chances of conversion.

6. Subject line, Subject line, Subject line:

Last but not least, the subject line plays a vital role in converting more number of prospects. It’s a human psychology when you receive any email which does not look interesting, you quickly move on to the next one.

A smart marketer would always craft a subject line that would motivate the recipients to open the email. For example, asking a question that would arise curiosity, or using the scarcity subject line, even using numbers in the subject line that makes the recipients believe that you have the exact information about a specific subject, thus motivating them to read the complete email. It significantly increases the chances of conversion as you have the buy time to convince the prospect with your email content.

The below example is a good one with the right subject line:

right subject line

The subject line ensures, that conversation with the customer continues with ease.

You should also make your email content as convincing as the subject line, so that the prospect gets converted easily.


Email campaigns could drive good conversions for any brand, when implemented the right way.

Many marketers have struggled to master the art of crafting the right email that could convert prospects into customers. The above blog discusses some of the innovative practices that would not only help to drive more leads but also improve the conversion rate, thus leading to better revenue and ROI.