Which elements of an email marketing campaign to influence to increase conversion

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Email is one of the most important inventions of mankind, and it certainly has its place in digital marketing. Of course, in order for email marketing to be complete, it is not enough to just send a message to a contact in your list, you need to edit the marketing sequence or "funnel".

The problem arises because there are many sources that inform you about what the funnel is like, but they don't tell you what needs to be changed in the funnel itself. As the goal of almost every digital marketing campaign is to achieve a conversion, so is the goal of an email marketing campaign.

It is possible that you have already signed up to a service such as b2b email list MailChimp, as well as that you have a list of contacts and sent emails through it. If you also use Google Analytics to monitor email marketing metrics, you can see your conversion rate.

Still, it's good to do some tweaking and checking, and here are the details you can change to increase conversions with this form of advertising.

Multiple types of email marketing sequences
According to the Inbound methodology, the marketing "funnel" or marketing sequence should be shaped according to the "buyer's journey". Then, things become much clearer and simpler, so the basic email marketing sequences are divided into:

Lead Nurturing
Conversion
Retention
These three sequences or models are based on the "parts of the path" that a person goes through before becoming a customer, and therefore, it would be good to have different sequences for each of these actions. Not all people who come to your site and provide an address will necessarily be ready to buy right away.

So, leverage your email list by determining which of those contacts would best fit different sequences. Lead nurturing refers to those who do not know your product and are not at all sure whether they would buy. Conversion refers to those who already know your products and want to buy. Retention refers to those who have already bought, but you will try to sell to them again.