• Posted On Thursday, April 07, 2016 by Robert Smith

    Are you in the business of selling industrial equipment and/or services? There are dozens of different platforms on which to promote industrial equipment and services, one of the most effective being email. Email marketing is widely considered one of the least expensive B2B lead generation methods. 

    Number of Contact Attempts will Affect Conversions

    It's important to note that the number of emails you send in an effort to make contact with a prospective customer will play a key role in your conversion rate. According to an infographic published by Velocify, leads that are contacted after six or more email attempts are 36% less likely to convert into paying customers. So, try to focus the bulk of your efforts on new, fresh leads, as these tend to yield the greatest response in terms of conversions.

    Keep Emails Short

    There's a time and place for long content, but marketing emails isn't one of them. Numerous studies have shown that shorter emails are more likely to generate conversions. So, what's the best length for your marketing emails? It really depends on what you are selling, the demographic to whom you are selling, and the overall context of your approach. With that said, it's usually best to keep your marketing emails under 750 words for maximum results.

    Use a Visible Call-to-Action

    A good marketing email should include a visible, easy-to-see call-to-action (CTA). This is essentially the button or link that a recipient must follow in order to purchase your advertised equipment or service. When designing your marketing emails, use a bright color like red for the CTA while leaving the background white. The contrasting colors of red on white will draw attention to the CTA, which should have a positive impact on conversions.

    Allow Recipients to Unsubscribe

    Of course, you should also make it easy for recipients to unsubscribe to your emails. If they feel like they are being forced to read your emails, it will reflect poorly on your brand while generating few (if any) conversions.

    Include Your Contact Information

    Even if a prospect doesn't follow the CTA in your email, he or she may still seek to contact you to learn more about your business and what it offers. Therefore, you'll want to include all of the pertinent contact information in your marketing emails, such as your business's name, street address, phone number, fax number, website URL, etc.

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