Automation

12 tips for maximizing your email conversion rate

sea of emails

Content:

  1. 1. Email personalization
  2. 2. Use an emoji in the subject
  3. 3. Make it clear what the email contains before opening it
  4. 4. Include the general topic on the first page
  5. 5. Make it brief
  6. 6. Use an attractive target button
  7. 7. Split up long paragraphs
  8. 8. Show, don’t tell
  9. 9. Be careful with pictures
  10. 10. Make your contact info easy to find
  11. 11. Adapt your email for different devices
  12. 12. Don’t forget the unsubscribe link
  13. Use our tips judiciously

Let’s imagine Tom, a marketer for an online shop, preparing an email blast advertising a seasonal sale. He works day and night crafting exquisite texts for subject, preheader, and body. After countless adjustments, he finally shoots out the email, and its conversion is 0.1%, and there’s no revenue growth compared to the previous period. 

Ouch. We understand how Tom feels, because we had to process over three million emails before we started getting real results. Thanks to our research, we’ve got lots of examples of different methods that were used to successfully increase conversion in emails, and we’re happy to share them with you now!

1. Email personalization

In the subject, preheader, and the body of the email itself, don’t hesitate to call your subscribers by name. This way, you will set your email apart from the spam, and your clients will feel like the email was sent personally to them. This will increase the probability of them clicking through.

calling subscribers by name

2. Use an emoji in the subject

One of the easiest ways to highlight an email in someone’s inbox is to use an emoji in the subject line. This way you won’t need to rack your brains trying to fashion a beautiful text or call the subscriber by name, because this will draw attention by itself. But note that the emotion of the smiley should match the topic of the email. 

emoji in theme

3. Make it clear what the email contains before opening it

This rule will be especially useful for you if you don’t use preheaders. Sometimes it’s difficult to describe all the benefits of reading your email in the subject alone, so you can use the very first line of the email body to add a little more information. 

Here is an example from one of our newsemails. The eye-catching subject draws attention, but it doesn’t say anything about the content. Since we didn’t include a preheader, the first line of the email body is shown instead, and shows a little more information. 

eye-catching subject of the letter

4. Include the general topic on the first page

If for some reason your marketer or copywriter couldn’t include a preheader and didn’t describe the main topic in the first line, there is still a small chance to rescue your email, but you have to put it on the first page. The percentage of users who will scroll through an email to the very end is vanishingly small, so you need to make it interesting at the very beginning.  

general topic of the letter

5. Make it brief

Respect your clients and save them time – don’t send them long emails. You need to fit the main message in a couple of paragraphs, since pretty much nobody reads long marketing emails. If you have lots of things to announce, just add direct links to the relevant pages on your website, and they can decide if they want to click through. 

Compare: Which of these emails would you read till the end?

length of the letter

6. Use an attractive target button

Don’t forget that the main goal of a marketing email is to get the reader to click through and make a purchase. That’s why the target action button is one of the most important parts of the body. Make it bright in comparison with the rest of the email. Even more importantly, make the text of the button brief, clear, and enticing.

If you’ve forgotten the previous rule and have written a long email, put several attractive buttons at the beginning, in the middle, and at the end. 

target button in the letter

7. Split up long paragraphs

Every new idea should be written as a separate paragraph. It’s difficult for most people to read long blocks of text, because one thought can blend into another. Simplify your article: divide it into small paragraphs, make lists and infographics, and include pictures. 

divided paragraphs in the letter

8. Show, don’t tell

People are more likely to remember images rather than text, so it’s better to replace as much as possible text with images. Stop telling people how beautiful your hotels look – show them. Even if you only have a 3D model (or even a 2D schematic!), it’ll be easier for them to visualize what you’re offering.

visualising

9. Be careful with pictures

Email size is restricted on many email servers. If your email is too large, it will be incorrectly displayed. While crafting your email, consider these two points:

  • Compress images without sacrificing too much quality
  • Don’t use too many images so the email will load quickly

10. Make your contact info easy to find

Email blasts are much more effective than cold calling, because you can just add your contact information and let the recipients decide for themselves whether or not to contact you. It’s better not to put it at the bottom, since marketing emails are rarely read to the end (remember?). It’s better to put at least a phone number somewhere near the top, maybe after the main part of the email.

11. Adapt your email for different devices

Sometimes on different devices the layout can look strange or images can get in the way of the text, so you should test it on various devices and adapt it if necessary. This is vital not only for its appearance, but for its functionality as well. 

adaptation for different devices

Always give your clients a choice. They may have at one time subscribed to your newsletter, but they may lose interest. That’s why it’s important to add a link to unsubscribe from further emails. That way, you won’t clutter up your subscriber list with fruitless prospects, and you won’t give annoyed subscribers a reason to give you bad reviews on your website or the online community. 

unsubscribe link

Use our tips judiciously

You don’t need to implement all these features: different kinds of businesses require different methods. However, if you want to test out all these tips, it’s better to carefully keep track of all the results with some sort of A/B testing; that is, write emails with slightly different elements and analyze which of them work better. 

We wish you a high level of conversions! 

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Author: Mary Peters
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