If you want to sell, your email marketing campaign must be organized according to those metrics, as well as the copy so that it sells. In practice, this means that you should use sales-related data, and you should be more interested in how many people clicked on your CTA than how many opened the email.
The goal of that campaign is not to find new leads, because you already have b2b email list them. Your list is already pre-segmented and that's the list you want to sell to, so there's no need to send them a non-sales email. So, reach for the copy and try to reach the desired ROI.
You are doing all this to achieve your desired ROI. When you are already selling through this digital marketing channel, then you certainly expect a return on your investment. Since email marketing is the cheapest form of advertising, it is possible to achieve an ROI of up to 300%.
So the only way to not make money with this type of advertising is to not advertise in the right way. Because you have the ability to easily adjust, optimize, A/B test, you have the ability to refine and arrange the copy until you finally secure sales.
You just have to be realistic. If you haven't achieved the previously set ROI, lower your ambitions and try to set a lower target number, then write sales copy. Try to position yourself as if you have to make 2 sales this month and what is very important, personalize the email copy.
Complete it the right way. Put an appropriate CTA.
Call to action (CTA)
You've reviewed the analytics and used them to retarget your email marketing campaign. Your new campaign has a segmented list of contacts to whom you will send a sales email, since the goal of this campaign is sales. You have determined the desired ROI, and you are writing email copy with all of the above. All that remains is to complete it, and you will do so when you set up the appropriate CTA.
When A/B testing a Google Adwords ad, landing page page, email or any copy, you should always test the CTA. The difference between just saying "buy" or "buy now" at the end of your email can be what determines whether or not there will be a sale.