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The use and power of e-mail marketing campaigns remains intact over time, despite the arrival of new communication channels such as social networks, as it is still a great way to generate potential customers and mature leads. Did you know that 90% of people use email on a daily basis as a form of personal and, above all, professional communication?

Although this makes it an ideal acquisition tool, especially for B2B, you have to be careful when executing a lead nurturing campaign, because, along the way, you may find yourself with an unpleasant surprise: that a good part of your emails end up in the spam folder of your potential customers. As well as being frustrating, it will affect conversion opportunities through this. (You are interested: 79% of businesses do not convert their prospects into sales, why?).

According to Jamie Turner, founder of 60 Second Marketer, these are some keys to making your email marketing campaign successful:

1. Don’t buy mailing lists. When you do this, the performance of your emails will drop quickly, as these potential leads have already bought from the company that sold you the base. Therefore, your digital marketing consultant must send relevant content to contacts who have agreed to receive it.

2. Check the design of your emails with a magnifying glass. Bad design practices can also send your direct email to the spam folder. Make sure your agency optimizes images, text, and display to be simple, but deliver high-value information to your potential client.

3. Customize the email greeting. Who doesn’t like to be called by their name? Or feel that you are being treated in a special way? Always speak directly to the person who will receive the e-mail, and in the subject you can put that someone from the company is directing the mail. This, in addition to creating a close relationship, reduces the chances of spam.

4. Keep your email 500 – 650 pixels wide. This recommendation is important so that your message can be seen on mobile devices, because when it increases these dimensions, your users will have to scroll horizontally on their cell phone screen and then they could delete the email.

5. Write compelling and concise subject lines. The subject of your email should have between 30 and 50 characters that creates a sense of importance and that tells users that they should open the email.

6. Stay away from these words. “Free”, “gift”, “promotion”, “discount”, “rebate” or “offer” are some of the words that will make your email marketing campaigns unsuccessful.

7. Remember that quantity does not make an impact. If your Inbound agency is an expert, they will know that it is not pleasant for your audience to receive an overwhelming amount of emails, the reason? These will accumulate in the inbox of your subscribers, they will go to the trash and, finally, under so much pressure, they will have no choice but to mark them as spam so as not to be bothered again. Avoid this situation by designing plans with specific objectives for each email.

Finally, when your digital marketing consultant designs your email marketing campaigns, make sure they are clear and direct. The longer and vaguer your emails are, the more likely they are to end up in the trash.

That’s why if you feel that you have so many leads that the process got out of hand, you can take a look at our success story Vissani, there you will find the keys to prioritize your prospects and get a significant ROI.