Why Your Email Marketing Leads Are Failing to Convert to a Sale.

Table of Contents

Table of Contents

Struggling to turn your email marketing leads into sales? Well, you’re not alone!

For decades this simple yet powerful tool has helped businesses succeed in nurturing leads and maximise sales. A study by McKinsey found that email marketing is more effective than social media, with it being 40x more efficient in acquiring customers than Facebook and Twitter combined. In addition, when email marketing is done correctly, $1 spent on email marketing can earn you more than 43 in return!

However, with so many benefits, why do 68% of B2B’s struggle to have successful email marketing campaigns? And if you’re in that situation, what should you look out for to improve your email marketing strategy?

Well, your in luck! We’ve put together a list of email marketing strategies and tips to ensure your not in the 68% with your next email campaign.

Compelling Subject Lines

The first battle to get any lead is getting an email recipient to actually open it. Thus, having below par subject line, means you’ve already set your email campaign to fail.

Don’t believe me?

Well, studies have shown that poor subject lines can cause 69% of email recipients reporting email as spam based solely on the subject line. So you can see why one line can be your detriment to a potential customer. That’s why we recommend keeping subject lines short, sweet, and clear, with under 60 characters.

Track and Monitor Your Performance

Email marketing isn’t as simple as just sending a large amount in the hopes that it would increase potential customers. As a business, you must ensure that you are monitoring and understanding data analytics. Monitoring your data is the bread and butter of your email marketing campaign. It indicates how your consumer interacts with your email ad which is crucial as you can then see what is lacking and/or needs improvement. Several areas of data you can monitor are;

  • Open rates: It is the percentage of email recipients which open a given email. Open rates are a great comparative metric, for example you can compare the open rates from the start of the month and the end, giving you some insight into your consumers behaviour.
  • Click through rates (CTR): the number of clicks that your email ad has received, divided by the number of times your email ad is shown. A good rule of thumb is to aim between 2-5%. Otherwise a good CTR percentage should beat your channel average.
  • Clicks: This special analytic counts the total number of times any link within your email is clicked by the recipient.
  • Conversion rate: the percentage of email recipients that have clicked a link found within the email and completed the desired transaction. Now to calculate the percentage its; (number of people who completed the transaction ÷ total number of emails delivered) x 100. If your focus is on generating leads this is where to start!

Sending It At The Right Time

Time is money, and this is especially true when it comes to sending out your emails. Studies found that across all email campaigns, 23% are opened within an hour. As each hour passes, the likelihood of your email ad being opened significantly decreases. That’s why timing is essential!

So how do you know what time is best for your email marketing campaign? Well, there isn’t a one size fits all solution, with it really depending on your audience’s behaviour. For example, a young adult in Australia will have a completely different schedule in comparison to one in America. So ensure you take the time to analyse consumers’ behaviour and when they’re most likely to be engaged as this will significantly increase your click-through rate.

So knowing what needs to be improved is great, but now how do I do it?

Well I’m glad you asked. Here are some tips we recommend;

Segment Your Prospect List

Your email marketing campaign is only effective if you understand the list of contacts that are being used. To do that, ensure that the list is segmented, the higher it is, the more accurate your email ad will target the right lead. HubSpot even found that through segmentation, email marketers were able to see a 760% increase in revenue! So you can see the tremendous effect segmenting your prospect list has on sales.

Having Clear Call-To-Action

Emotions are a powerful thing with successful email campaigns understanding how to use it to their benefit. By ensuring a clear emotional response, your content has a higher chance of converting those leads into sales. So, how do you implement an emotional response into your email ad? Well, the best way is simply by establishing a clear call to action.

Call-to-actions are effective through their ability to prompt consumers to an immediate response or encourage an immediate sale. It also directly communicates with customers about which action to take next, alleviating friction in moving the user down the sales funnel.

A trick you can do is by adding a call-to-action email button to immediately grab the recipient’s attention, encouraging them to act. A little CTA button is immensely effective, with campaign monitor findings, button-based CTAs improve their rates by 127%.


Remember at the start of this post, where I talked about email timing? Well, this is where automation comes in to help. Automation is an important part of email marketing, enabling you to schedule emails that reach the right people at the right time.

You can easily personalise your email campaign to your intended target audience. Even Mailchimp found that 90% of customers find personalised emails more appealing. Automation can even be used to prompt consumers with unopened carts, increasing the chances of your lead into a sale.

Ensure Emails are Mobile-Friendly

Nearly 1.7 billion people prefer to check their emails on their phone. So imagine opening an email and finding you can’t see the image display simply because the email ad wasn’t mobile-friendly. Well you won’t have to. Studies have even found that 80% of people will delete an email ad if it doesn’t display well on their mobile screens. 80%! That’s 1.36 billion people flushing email ads straight to the bin!

That’s why automating your email marketing campaigns into a mobile-friendly version is immensely effective in turning that lead into a sale. To optimise your emails on a mobile device, test our text size, font, any call-to-action buttons, and just the overall design of the email. It’s also beneficial to add a dark mode as it can boost your consumer’s experience by 27%, leading to a high conversion of sales.

Looking to Master Your Email Strategy?

If you’re still wondering how to level up those leads into sales, SOUP is here to help! We are partnered up with Hubspot and Klaviyo to provide you with cutting-edge solutions for streamlined marketing automation and enhanced customer engagement.

As Sydney’s Leading Independent Digital Marketing Agency, our team is trained in the best tricks of the trade. Giving you the tools to turn those leads into sales. Contact us today for a digital strategy audit.


SOUP is a leading independent digital marketing agency in Australia, with expertise in SEO, Google Ads, Social and Email Marketing.

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