The Challenge

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Our client, a B2B SaaS company, wanted to bring in more leads through email marketing.

Although they were sending regular campaigns, the results were lagging. The emails were too long, lacked a powerful call-to-action (CTA) and did not properly match the needs of their target audience. As a result, the number of conversions remained far below expectations.

Below, we briefly discuss our approach, the results we achieved and the key insights you can apply to improve your own e-mail marketing campaigns.

Our Approach

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We followed a structured approach to optimise email campaigns:

(1)  Alignment with the Target Audience

• We first carefully defined the target audience based on behaviour, needs and pain points.
• This ensured that emails were only sent to the right people.

(2) Content and CTA Optimisation

• The emails were rewritten so that they were concise, to the point and fully focused on one message.
• We added a short, powerful CTA that directly addressed the needs of the target audience.

(3) Optimizing the Landing Page

• The landing page was adjusted to be consistent with the e-mail. (same message)
• We kept using the same trigger (CTA), but went a step further by offering more valuable information or solutions on the landing page itself.

(4) Involve Sales Team

• The sales team was fully informed about the process: what information the prospect had received via e-mail, what CTA had triggered them and what they had seen on the landing page.
• This helped the sales team to better prepare the online meetings/demos and increased the conversion rate.

For three months, we optimised the email campaigns step by step. Not everything worked perfectly all at once, so we made adjustments at different stages. We made sure the e-mail content, design and landing page were seamlessly aligned for maximum impact.

"Highly recommended for any SME looking to outsource its marketing and continue to grow!"

Bruno De Mulder - CEO - Tender Experts

Key Takeaways

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The Right Target Group is the Key to Success

Without the right target audience, even the best content makes little difference. Therefore, it is crucial to properly determine in advance who you want to reach, what their specific pain points and needs are, and what stage of the buying process they are in. Only by tailoring your message and CTAs accordingly will you ensure that your emails are not only opened, but actually lead to action.

Short, Clear CTAs Work

A powerful CTA is short, clear and offers immediate value. Avoid long or vague calls to action. The clearer the next step, the more likely the recipient is to take action.

Consistency Between Email and Landing Page

Keep using the same trigger and go one step further in providing solutions on the landing page. Think deeper explanations, concrete benefits, customer cases or an additional download (e.g. a guide, checklist). This will take the customer further into the process and increase your chances of conversion.

Engage the sales team

A well-informed sales team can convert leads into customers more effectively. Yet we often see this go wrong because marketing and sales work as separate departments, when close collaboration is crucial for success. By involving sales from the beginning, you ensure they know exactly what information a prospect has already received, what CTA triggered them and what they saw on the landing page. This makes their conversations more relevant and increases the chances of conversion.

Do What You Promise

When you promise in an email to provide more information, valuable insights or a solution, the prospect should actually find this on the landing page or after registration. Inconsistent or misleading content can lead to frustration and a feeling of clickbait. Transparency and keeping your promises create trust, a better user experience and ultimately a higher conversion rate.