B2B Marketing Blog

John Doe

Architect & Engineer

We love that guy

trying to hard sell to post-conference leads

Phew! The conference is over. It’s been long, tiring day (or days) on your feet in business clothes, smiling wide to cover up how introverted you are, and speed dating with any CEO who will let you give your elevator pitch. No matter, you proudly took home with you a nice stack of business cards to follow up with. Sitting down at your desk and rolling up your sleeves, you begin entering all your new soon-to-be best friends to your CRM (tip: if you’re using the HubSpot CRM, you can simply scan cards and upload contacts straight from your phone). It’s time to send some sales emails.

Pause. If you’re about to send out a generic sales email that starts with, “Remember me, {your name} from the conference yesterday?” following by some serious hard selling, I’m telling you right now, don’t do it.

Before you begin spamming your new leads with borderline aggressive sales emails, it’s time to do some homework.


Qualifying your conference leads

I hate to break it to you, but there’s a good chance that not every one of your new CRM contacts would be a perfect fit for your business. How do I know? There’s a lot of variables that render a lead an ideal buyer profile (AKA an ideal customer). When hitting the booths and conversations are snappy, it can be difficult to gather all the information necessary to qualify a lead as relevant.

Sitting in the comfort of your own desk, it’s time to do a little research on each company and see how it relates to your Prospect Fit Matrix, or your checklist of what makes a prospect a fit for your business. Characteristics such as business model (B2B/ B2C), sales cycle length, cost of service, funding, and company size can all be factors to consider when researching each company on their website, LinkedIn, Crunchbase, or their social channels.

As you begin to measure up each company to your matrix, you’ll start to develop three lists of companies:

  1. High leads – these are the winners. We’ll talk about how to approach them in a second.
  2. So-so leads – they’re a mixed bag. They may have scored low on characteristics they could grow into or have potential to acquire in the future. For example, if you’re looking for companies with a minimum of Series B funding or companies who are more SMBs than startups, both of these are subject to change over time. For starters, go ahead and send them a quick hello email. By jump starting a relationship now, you’ll have what to build off of when the time is right. To ensure they don’t slip through the cracks, set yourself a reminder to follow up with them next quarter and/or in 6 months. While they’re not a model lead now, they very well might be a stellar fit down the line.
  3. Low leads – simply put, if they’re not a good fit for your company (and most likely won’t be in the future), best not to waste your time.

Uncovering pain (if you haven’t already)

Did you talk about a pain point of theirs during your conference chat that your company solves for? Great! Make sure that any of those relevant notes that you made following your 1:1 also make it into your CRM. If you didn’t experience any grand pain revelation, not to worry. If there’s any chance you can uncover a relevant pain by looking at their website, social media, or online tech, be sure to do that. By understanding their pains, you’ll have the best shot of creating strong emails (I know, we’re getting there) that really resonate with them. One more thing: learn who the decision makers are for the company on LinkedIn. If your contact isn’t THE person, make sure your emails are written with their buyer persona in mind, and find the respectful and appropriate way to ask for that introduction. Showing your leads you’ve done your homework is an excellent way to both grab their attention and let them know that to you, they’re not just another business card.

Sending a personalized sequence

We’ve hit that point in this blog post, that if you haven’t ready, I recommend you take a peek at my previous sales enablement post about using personalized sequences to reach out to new leads. The key difference between that post and what we’re talking about now is that those sequences were cold, while these post-conference sequences are a lot warmer. That’s because, (a) on their end, they gave your their contact info and are expecting your follow up and (b) on your end, you’ve qualified them as strong potential client. Now it’s time to plan out your awesome sequence. Here are a few tips on how to make it count:

  1. Why sequences? First off, I’m calling this a sequence because you can’t just send one email. According to HubSpot’s VP Sales Vet, Pete Caputa, “Forty-four percent of salespeople give up after one follow up and the average salesperson only makes two attempts to reach a prospect.” You’re going to want to send a number of emails that educate and engage over time, since you may not reel them in on the first or second go at it. But how many parts should you have in your sequence? 10 touchesNo more than 5? Is 6-8 the psychological sweet spot7 emails over 18 days? The more the merrier? The jury is still out on that golden number so you’ll want to test the waters to see what works best for you.
  2. Get started. Your leads probably spoke to dozens of other companies during the conference. Be sure to begin your sequence as soon as possible to ensure you’re face-to-face interaction is still clear in their memory. Wait too long, and they may have forgotten who you are and what you do. Pro tip: Prepare your email sequence templates before you head to the conference. That way when you get back to the office, you won’t be wasting your time starting to write them from scratch.
  3. Sign ’em up. This may seem controversial, but during your first email of the sequence, give them the heads up that you’ve taken the liberty to sign them up to your monthly newsletter. It’s a great way to send over a constant drip of valuable content, but be sure to always give them a way out by letting them know that they can change their preference setting at any time.
  4. Acknowledging the pain. Remember the research you did on their company pain? Time to gently bring it to light. Get into their shoes and show them that you understand their industry, the competition, and the pain they experience due to the resources they lack. Instead of positioning yourself as the solution right away, offer them your expert advice that you think will help them, help themselves throughout their buyer’s journey. By adding value through your emails, you’ll begin to do something very different than your hard-selling post-conference competitors. Check you out taking the high road!
  5. Make it personal. Anything else you talked about at the booths? Make sure to bring those topics up and offer content resources (blog posts, eBooks, webinars, etc.) from your company that you feel they’d find interesting or informative. If you’ve learned something about the contact or company through your research that seems appropriate to mention, speak up. Every personalization token counts in making your follow up about them, and not about you.
  6. Long-term follow ups. For those ‘high leads’ and ‘so-so leads’ we mentioned earlier, make sure to create tasks for yourself to follow up the following quarter and in 6 months time. While the time to talk may not be right now, budgets, needs, and resources can change. Be sure to have your alerts on so you’ll be a first responder when they do.
  7. Think outside the inbox. Real talk: Four out of five marketers say that their open rates aren’t higher than 20%. Keep in mind then that email isn’t the only way to engage your post-conference leads. Go ahead and follow them on LinkedIn, Twitter, Medium, and any other platform that may be relevant. By multi-channel lead nurturing you can like, comment, and interact with these leads on platforms they’re looking to engage others on. Start social selling on their turf, and watch them be amazed by how attentive you are.

Follow-up email

(Courtesy of SalesStaff)


Returning to the office after a conference, it can be compelling to start picking up the phone and hard selling to your new leads. Instead of assuming they’re ready to buy, it’s time to go back to the drawing board and begin educating them; allowing you to build a relationship based on value and trust. Once your leads realize you’re there to help them as a person(a), with all their company pains, successes, and goals, you can be certain to get their attention and nurture them into a sale when the time is right them.

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John Doe

Architect & Engineer

We love that guy

Email Marketing Benchmarks - is Your Business Performing at its Peak? header

Introduction – A tap into Email Marketing Benchmarks

Marketing data, statistics and benchmarks are essential for businesses to understand how exactly they are faring in their industry, what aspects of their marketing they should improve, how good or bad they are doing compared to others and so on.

However, while some data is fairly easy to extract (like social media presence, best performing blogs of your competitors and their engagement level, evaluating overall marketing performance with the help of Website Grader, etc.), some data is incredibly hard to get.

Take email marketing or landing page conversions for example. Businesses don’t usually disclose their CTR (for emails) or CR (for landing pages), which makes it difficult to evaluate your own performance and draw a line between yourself and the competition.

To help you out, we have put together this post, which includes email marketing benchmarks for your company size and industry. HubSpot, the leader of marketing automation, and MailChimp, the leader of email automation, have been the main sources of the research, which means that all the data is accurate and up-to-date. The best thing about this research is that both HubSpot and MailChimp have a wide diaspora of clients, which helps represent the whole spectrum.

Although most statistics don’t differ by much – it’s 0.1-1% difference in most cases – keep in mind that the research included millions of email campaigns. This means that a 0.1% difference might mean the difference between reaching 10.000 more or less people, depending on the outcome, so every percentile matters here.


Email marketing benchmarks – Industries

Before we jump in, there is an important aspect regarding open rates that you should know. Open rate is a very tricky metric (and never 100% accurate), which only works if the person’s email client (or app) is capable of displaying HTML with images.

When the email is sent out, it typically requests a tiny, invisible image from web servers and when the user opens your email, it gets automatically downloaded, which makes it possible to calculate open rate.

If you plan on sending out only text-based emails, you or (your marketing automation) tool will have no real way of recording open rates. Similarly, users reading your HTML emails without images being shown will not be recorded as open either. This makes the usage of images in emails essential and also artificially increases the percentage of opened emails.

If you’d like to understand the basic email metrics be sure to read this 3 step guide to crafting an email marketing strategy.

Ok, it’s high time to jump into some actual numbers.

Industry Open Rate Click Rate
Agriculture and Food Services 24.92% 3.18%
Architecture and Construction 24.81% 2.96%
Arts and Artists   27.23% 2.88%
Beauty and Personal Care 18.75% 2.10%
Business and Finance 21.18% 2.77%
Computers and Electronics 21.14% 2.29%
Construction 22.24% 1.92%
Consulting 19.51% 2.34%
Creative Services/Agency 22.34% 2.69%
Daily Deals/E-Coupons 14.44% 2.01%
E-commerce 16.76% 2.45%
Education and Training 21.70% 2.69%
Entertainment and Events 21.37% 2.36%
Gambling 17.68% 3.23%
Games 21.19% 3.45%
Government 26.08% 3.63%
Health and Fitness 22.25% 2.74%
Home and Garden 24.24% 3.68%
Insurance 20.82% 2.16%
Legal 22.58% 3.02%
Manufacturing 22.43% 2.45%
Marketing and Advertising 18.01% 1.99%
Media and Publishing 22.09% 4.66%
Medical, Dental, and Healthcare 22.56% 2.48%
Mobile 19.55% 2.18%
Music and Musicians 22.85% 2.91%
Non-Profit 25.06% 2.83%
Pharmaceuticals 19.78% 2.57%
Photo and Video 25.89% 3.74%
Professional Services 20.65% 2.55%
Public Relations 19.96% 1.65%
Real Estate 21.21% 1.94%
Recruitment and Staffing 20.16% 2.24%
Restaurant and Venue 21.84% 1.37%
Retail 21.22% 2.61%
Social Networks and Online Communities 21.77% 3.42%
Software and Web App 21.20% 2.35%
Sports 25.66% 3.35%
Telecommunications 21.50% 2.53%
Travel and Transportation 20.49% 2.26%
Vitamin Supplements 17.18% 1.90%


Email marketing benchmarks – company size

Unlike landing page benchmarks (where the size of your company has no real effect on the conversion rate), company size does matter when it comes to email marketing. The main reason behind this is that bigger companies have much more resources, workforce and information to share with their audience, and likewise, a big audience expects more content from a bigger company in almost any industry. Here are the benchmarks of email campaigns based on company sizes.

Company Size Open Rate Click Rate
1 to 10 employees 35.3% 6.9%
11 to 25 employees 32.4% 6.7%
26 to 200 employees 32.3% 6.3%
201+ employees 32.2% 7.0%


How many emails should your company send each month?

This is another delicate question that businesses often struggle with. How many emails are good enough to ensure satisfactory results? These days, almost every business is sending out emails to prospects, so how do you actually deliver your message without being annoying?

According to HubSpot, companies that send less than 15 and more than 30 email campaigns see the worst results. In other words, the sweet spot is around 16-30 email campaigns a month, but the exact number you will have to figure out yourself with the help of testing.

how to strategize and boost your email marketing performance



Typically, companies that send 16-30 email campaigns/monthly enjoy two times more click rates than companies sending 1-2 emails/monthly.

Impact Of Monthly Email Campaigns on Email Open Rates


The benchmarking difference between B2B and B2C companies

According to HubSpot, there are some differences between B2B and B2C email open and click rates. While both B2B and B2C tend to have fairly high open and click rates (over 30%), B2B is more consistent, while B2C ranges from 30.5% to 34.9%. The numbers are calculated for sending 16-30 campaigns/monthly.

Impact of Monthly Email Campaigns on Email Click Rate


The click rates for B2B reach 6.0% on average, and for B2C, the highest median is 5.6%. All calculations are based on 16-30 emails/monthly.

Impact Of Monthly Email Campaigns on Email Open Rate for B2B vs. B2C


What are the best times for sending emails?

People are busy. If you send out your email at a most inconvenient time, users will typically not even notice it, let alone open or click. If your emails don’t get opened on the spot (or in a shortly after) they will simply get buried under hundreds of others and eventually, get lost.

Generally speaking, the best days to send emails are Tuesday and Thursday, based on numerous studies conducted by industry leaders. Some of the best times include 6am, 10am, 11am, 2pm and 8pm. Notice how each of those times represents a time during a day when a person is most likely not busy:

6am – still in bed

10-11am – coffee break for most companies

2pm – lunch time

8pm – workday long over


Timing and dates are really important, but they are also industry specific. Test different variations to find the one that works for you.

Conclusion – your next move

There you have it: now you know how your emails campaigns are performing compared to others in your industry. The next thing you have to do is decide what you are going to do about it!

If you’d like to take your email marketing to the next stage, be sure to download our FREE guide on how to strategize and boost your email marketing.

Schedule a FREE consultation


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John Doe

Architect & Engineer

We love that guy



Email marketing is sometimes overlooked. As technology evolves marketers sometimes mistakenly think that using email as a marketing channel is spammy and obsolete. The reality is light years away. With 91% of consumers checking their email daily (ExactTarget) and a marketing ROI of 4,300% (!!) (copyblogger), if you’ve given up on email marketing, I suggest reevaluating your strategy. Email marketing done right can skyrocket your performance. In this post I’ll help you understand how to approach crafting your company’s email marketing strategy.


1. Who are you trying to reach?

It’s important to have a clear understanding of who your company’s buyer personas are. Buyer personas are fictitious representations of your ideal customer. Understanding who you are writing to, will enable you to tailor content they can relate to and benefit from.

When a prospect subscribes to your list, try collecting data from them and create segmented email lists (according to Hubspot, segmented emails get 62% more clicks than non-segmented emails).

The most basic segmentation would be based on:

  • Company (industry, size and type)
  • Role (department, seniority, function)

Segmentation to lists will help you personalize your emails. If for example your two main buyer personas are 1. CTOs in SMBs and 2. product managers in startups, you can create a list for each persona, and a third list for all “other” prospects who are of lower relevance to your business and could be treated in a more generic approach.

2. Content

Always put yourself in the shoes of your prospects. Make your emails as personal, relevant and appealing as possible.

Always keep this in mind – emails should add value not ask for it. Not asking for value does not mean you should not have a goal for your email. Goal examples could be:

  • Download and eBook/ guide
  • Watch a video
  • Read a recent blog post
  • Attend a webinar
  • Request a free consolation
  • Request a free trial
  • Request a product demo

Make sure each email has only one clear goal!

Use actionable language and write as if you would write to a third grader. Your readers are impatient, emails that need deciphering will have a lower conversion rate.

A recommended email structure would be

  • A personalized greeting
  • An explanation of the reason for sending the email.
  • An explanation of the clear benefit to the recipient (underline the benefit based on what you know about each lists recipients)
  • A signature with your name, role and direct line of communication

how to strategize and boost your email marketing performance

3. Understanding basic email metrics

The following are the basic metrics you need to know:

Bounce rates

Bounces are emails that were not delivered to the recipients in your list. They can reflect a temporary or permanent problem. Hard bounces reflect permanent delivery issues such as a non-existent address, while soft bounces reflect temporary ones such as a full inbox of server issue.
Make sure to remove hard bounces from your list as they could affect your reputation and potentially mark you as a spammer by your internet service provider.

Delivery rates

This metric represents what percentage of the emails you sent actually got through to the recipients. Here’s how it’s calculated:

Number of emails sent-(hard+ soft bounces)
Number of emails sent

Needless to say, no matter how much effort you put into your email’s design and content, if it’s not delivered it’s worthless. If you notice a sharp decrease in a certain campaigns delivery rate, make sure to check your subject line and content to see whether there is an apparent reason that may have caused your internet service provider to flag that campaign as spam. Examples for this could be too many CAPS, too many exclamation points or using spammy keywords.

Click through rates

The metric represents the percentage of unique clicks that the links in your emails received. Here’s how it’s calculated:

unique clicks on all links-multiple clicks of a single recepeint
Number of emails delivered

This metric reflects the effectiveness of your email’s CTAs as well as the relevance and quality of your email to your prospects.
Read this post to learn about how to create attention grabbing, persuasive calls to actions

Conversion rates

This metric represents what percentage of the recipients of your email clicked on a link within it and then completed an action. This depends upon your email’s goals and could vary between top of the funnel goals, such as entering a blog post you want them to read or filling out a form, to bottom of the funnel goals such as subscribing to a service or completing a purchase.

This is the bottom line of your email as it reflects what percentage of your recipients converted to your designated goal. It is important to take into consideration that this metric does not stand alone – the landing page, blog or website, to which you refer your prospects to, have a dramatic effect on your email’s conversion rates. If you have high Click through rates and low conversion rates, there is either a problem of inconsistency between your email’s promise and the rest of the funnel, or – your landing pages are not tailored correctly.

Read this post about 5 rules of thumb for creating killer landing pages, in order to learn more about this subject.

In order to measure conversion rates you will need to integrate your email and web analytics. Do this by creating unique tracking URLS for each of the links in your campaign.

Open rates

This is a tricky one – open rates represent the number of emails that were both opened and displayed the images within your email. This means that if a recipient has an automatic image blocker enabled, even if they opened your email, they will not be calculated as opened. I don’t recommend measuring your campaigns again this metric.

Unsubscribe rates (Contact Churn)

The number of recipients who unsubscribed from your list. Having a low unsubscribe rate is overrated – most users will simply stop opening your emails or mark them as read instead of going through the unsubscribing process. This makes click through rates and conversion rates a few more significant success metric.


Implementing the above 3 tips on email marketing should help you make the most of this amazing marketing tool. Focusing on your prospects needs instead of yours can work magic to your conversion rates and boost your online performance. It’s amazing where a win-win attitude can get you. Try it.

Ready to take your email marketing to the next stage? be sure to download our FREE guide on how to strategize and boost your email marketing.

Schedule a FREE consultation


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John Doe

Architect & Engineer

We love that guy

 Email Marketing Performance header

Introduction –  Email Marketing Performance

When setting off to structure a marketing email, it’s important to understand that you’re at war. You have seconds to grab attention. If your email recipients are anyone other than your mother, you cannot afford to be tiring to your prospects eye. You cannot afford to be boring, and you cannot be interruptive. Your emails need to be easy to read, or else they will not be read. It’s as simple as that. With these ground rules in mind, let’s set off to understand what you should always take into consideration before pressing the send button on an email marketing campaign.

1. A picture is worth a thousand words

According to Mike Parkinson of Billion Dollar Graphics, our brain processes visuals 60,000 faster than written content (crazy, right?). I love this self-explanatory example:



(Source: Billion Dollar Graphics)

The key input here is to always leave space for images which help you tell the story your email is trying to tell. Images provide a wonderful opportunity to deliver your message and can make or break the success of your email’s end goal.

Having said that – always check what your email looks like without images. Some email clients do not display images. Make sure your email is spaced out and easy to scan when displayed naked of images.

Use alt text on your images as that it what your imageless end users will see.

And, here’s a pro tip which can dramatically boost your email’s appearance – use background colors for your images. Those colors will load for those email clients who don’t display images making them colorful and attention grabbing where there would otherwise be a boring empty square/rectangle.

2. Always add an unsubscribe option

Not because it’s the law. If you want to break it that’s your business. The reason I’m stressing this is because not adding an option for your prospects to unsubscribe is interruptive and imposing and spammy. In the game of building long lasting relationships with your prospects and clients, there’s simply no room for this behavior. You might as well knock on their door, push them aside, settle down on their living room couch and ask what’s for dinner.


person on couch

Dude get off your prospect’s sofa – they don’t want you there!

Even, if a non-intrusive marketing approach isn’t your agenda, consider this – each prospect reporting your email as spam severally damages the deliverability rate of your emails to people who actually want to hear from you.


how to strategize and boost your email marketing performance



3. Make your emails as personal as possible

I recommend first understanding who your buyer personas are. This will help you tailor the most relevant content. Once you have a better understanding of who you are writing to, try to write your emails as if you are speaking to one person. Use personalized name tokens (most email marketing websites enable that option). On the other end, your emails should have a clear source. Add an email signature and identify yourself. I recommend adding a picture of yourself. If you can, add your personal phone number or any other form of contact that can help open a direct communications route.

Remember this –personal emails have higher conversion rates. Everybody wants to feel special. If Tim Cook can directly respond to emails, maybe you can open your mind to this approach as well. By the way, most people are polite and will not contact you if not for a good reason. And by the way 2, you should want them to connect with you – they’re your prospects. Isn’t that the whole idea?

4. ALWAYS test on mobile

More than half of your recipients will open your email from their mobile device. Make sure to check what your email looks like on mobile. Specifically check what your images look like, whether your logo is displayed correctly, if the text size is easily readable, and if your CTA is loud and clear.

5. Use one column

Multiple columns can theoretically seem like a good idea, in reality, mobile devices will probably kill that notion, and desktop wise your email will look cluttered and confusing. Long story short – don’t do it. Stick to one column.

6. Use a social sharing module

Spammers aside, your goal should be to create remarkable emails with great content and a clear added value. When this happens, your prospects and clients are potential ambassadors of yours. Help them be your ambassadors by adding a social sharing option to your emails (This is a standard module in most email marketing websites). Sharing is caring!

Conclusion –  Email Marketing Performance

Your prospects and client’s attention should not be taken for granted. Make sure your emails are carefully structured and thought out in order to grab their attention and keep them coming back for more. You can read more tips on how to boost your email marketing performance in this post. Have any more email marketing tips? I’d love to hear them. Please share in the comments bellow or email me directly at noa@boldigital.co.il.

Ready to take your email marketing to the next stage? be sure to download our FREE guide on how to strategize and boost your email marketing.

Schedule a FREE consultation


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John Doe

Architect & Engineer

We love that guy

Tips on Email Marketing


In an era where people check their emails an average of 74 times a day, neglecting emails as a marketing tool is a huge missed opportunity. It’s important however to remember that landing into a person’s inbox is somewhat of an intimate intrusion which should not be taken lightly. Assuming you are not a spammer (please don’t be), an email should be sent between consenting sides. If a person trusts you by opting in to your mailing list and allowing you do contact them, don’t abuse that approval. Make them happy and eager to receive your emails. In this post I’ll try to point the main things you should take into consideration when preparing a marketing email.


1. Always have one goal in mind

When emailing a prospect or client, think of the one goal you’d like to achieve by sending this email and construct your email around that goal.

Remember this – clicks and open rates are not goals!

Think about it, when running a PPC campaign – your goal is not to get people to click on the ad and arrive on your landing page. Rather it is to take some sort of action such as subscribing to a webinar. Why look at it any different when sending an email? Clicks are worthless if they don’t lead a specific goal. They are a good metric for measuring the success of your emails but they are definitely not an end goal.

Examples of relevant goals:

  •  Downloading an offer (ebook, onepager, guide etc)
  • Requesting a consultation meeting
  • Starting a free trial
  • Donwloading a case study

**The exception to this rule: Newsletters can definitely have multiple goals

2. Design for mobile

According to HubSpot, more than half of email users (who doesn’t use emails these days) open their emails directly from their phone. Understanding this requires important adjustments:

  1. Always make sure your emails are adjusted to mobile
  2. Place your CTA above the fold
  3. Don’t use fonts smaller than 14pt
  4. As people will be clicking with their fingers, your CTAs should be at least the size of an average thumb – 44X44 pixels

mobile phone illustration



3. Personalize, establish trust and nurture leads

“A person’s name is to that person the sweetest  and most important sound in any language”
-Dale Carnegie

Remember, you are writing to a human being on the other side (not an object you are trying to get something out of). Put yourself in your prospects shoes. What interrupts you. What emails are you happy to receive. Try to learn as much as you can about your buyer personas. Use analytics tools to learn about their stage in the buyers journey and adjust the content in accordance.




Here are two simple examples of emails you can send based on your buyers behavior, stage of the journey and your end goal:

Trigger: buyer downloads an ebook offer on your website –>  send them a confirmation email and invite them to take further action aimed at pushing them down the buyer’s journey by inviting them to read a consideration stage blog post –> if opened and read, send them a case study –> if opened and read, send them an offer for a free consultation.

Trigger: buyer doesn’t visit your blog for over 90 days –> send them a personal email, tell them you missed them and invite them to read your most popular awarebess stage blog posts –>  if opened and read, send them a case study –> if opened and read, send them an offer for a free consultation.


The above examples are very simplistic. Indepth lead nurturing requires lead scoring, testing,optimizing and making sure you are pushing your buyer down the journey at the right pace.

4. Grab Attention



The average person has a concentration span of 7 seconds.

Add to that the fact that people are busy and very picky when it comes to the content they decide to read.

Make sure to grab attention quickly and efficiently.

Reduce density. Don’t use long paragraphs. Don’t create long blocks of text.

Make your text such that it could be understood when scanning.

Use lots of white space – make your email easy on the eyes of your reader.

Try to stick to the Inverted Pyramid:

Inverted Pyramid


Here’s a great example of a very scanable, white spaced email which uses the inverted pyramid perfectly:


Inverted Pyramid Example

(source: HubSpot)

5. Never use underlines

Underlines imply the text is leading to a link. It’s a great idea to format your text but underlines are out of the questions unless you are hyperlinking. Just don’t.

6. Dealing with different email clients

Some email clients may display your email in a way that is not ideal to read. In order to overcome this challenge:

  1. make sure to provide a link to an online version of your email
  2. Don’t use a single image as your email
  3. Add alt-text to all images
  4. Try to stick to a width of 600 pixels


Implementing the above 6 tips on email marketing should help you make the most of this amazing marketing tool. Focusing on your prospects needs instead of yours can work magic to your conversion rates and boost your online performance. It’s amazing where a win-win attitude can get you. Try it.

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