A good-performing website converts between 7-14% of visitors and is optimized toward this goal. A lot of people think that beautiful websites are better, but studies show that even ugly, but functional websites can be just as successful, if not more successful at converting leads. My basic strategy for optimizing website conversions for lead generation in the B2B space is to:

Email marketing is an important marketing tool for any small business. Let’s get that on the table up front. Although it may not be as glamorous as social media marketing platforms like Facebook, Twitter, LinkedIn, or Instagram, it has proven to be more effective for delivering conversions and higher ROI. When small businesses are looking for a cost effective, shareable, measurable form of marketing, the benefits of email marketing place it right at the top of the list.
Reorder Emails — If your company sells a product that needs to be reordered regularly, such as vitamins or ink cartridges, you can use a reorder email program to remind customers before they run out. Coming up with an effective reorder email strategy for your products/services could result in a significant boost in sales and revenue. In a MarketingSherpa case study, for example, an air products company generated about $2 per email sent, thanks to a three-part triggered email series that reminded customers to replace their indoor air filers. Of the customers who clicked through to company’s website, 53% made a purchase.
Make a great first impression with a welcome email. When someone signs up to your mailing list, the first thing they should receive from you is a welcome email. By sending a welcome email, you are building your brand and credibility with your customer. Plus, this lets your customer know that you will be emailing them and gives them an opportunity to white-list your address. This email is easily automated, so no excuses. All email subscribers should receive your welcome email upon subscription.
Due to the immediacy of email, a business can start seeing results within minutes of its emails being sent. A 24-hour sale is a brilliant marketing ploy that can be utilised by email, as it creates a sense of urgency and convinces subscribers to take immediate action. Businesses typically have to wait weeks until they see sales come in as a result of print or broadcast campaigns and, even then, how can they be sure what was responsible for the purchase?
Birthday/Holiday Emails — Sending birthday or holiday wishes to your subscribers is a great way to keep your organization top of mind. And because of the fantastic targeting, these emails tend to get a remarkable response. To send birthday wishes, you would have to collect date of birth information on your sign-up or subscriber profile forms. By also including a special offer or coupon in these emails, you can help boost interest and possibly new sales, as well. According to a study by Experian CheetahMail, birthday emails generated more than two times the revenue of bulk mailings to the same customers.
Email marketing services can directly improve your business. For starters, the built-in CAN-SPAM law compliance means that you won’t have to worry about falling foul of the law. Only contacts that have explicitly opted in will be added to your email lists and every email will automatically include the necessary unsubscribe options so that you adhere to anti-spam regulations.
The biggest thing I have learned from A/B testing is the effectiveness of a pricing page in the lead generation process. Many B2B companies oppose pricing pages because they want visitors to request further information, and fear they will lose opportunities. In my lead gen efforts, I can confirm that total inquiries may go down a little bit, but public pricing pages have eliminated many leads that shop only with price as a decision factor.

These automatic emails should make the CTA big and clear. Keep in mind that the CTA should link to the direct offer -- NOT to the form. In these emails, simply thank the reader for their form submission, and give them what you promised, whether it be a link to the PDF of an ebook, instructions on how to activate their free trial, or the coupon they requested. Furthermore, don't overcomplicate the appearance of these emails. The reader isn't looking for additional information, but rather the offer or content they already know they redeemed.


No. Nutshell doesn't support file attachments on bulk email, because file attachments sent in bulk have a high likelihood of getting your email address flagged for spam (even if it's legitimate email). We don't want to expose our customers to this probability, so we don't allow you to do this through our software. You can attach a file to one-off individual emails using our templates. 

With email marketing, you can look at exactly how many people are opening, reading, and clicking through your email content. This allows you to determine if your email campaigns are successful and see just how much of a return on investment these campaigns are offering your business. As you make adjustments to subject lines, messaging, and types of offers, you can continue to track success to see which strategies are bringing you the best results.


With automated emails, you can increase your one-to-one marketing communications and, at the same time, reduce the number of employee-hours needed. Automation is the cornerstone of successful triggered and nurturing campaigns. It’s also another important tool for creating relevant and personalized marketing emails. And thanks to advancements in email-marketing automation software, it’s more affordable than ever, even for many small businesses. For more information and marketing tips on how to harness the power of automation for your email-marketing campaigns, check out the following marketing resources from FulcrumTech:
When it comes to these social media emails, you don't have the option of using email software that allows you to customize the layout or add images. You're at the mercy of copy alone. This is where leveraging white space is very important. Keep your paragraphs short, your sentences brief, and your thoughts clear. Optimize these emails for the scanning reader, and use bullets or numbers to deliver your main points. 
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