Build Emails for High Conversion

Email marketing is the highest-performing marketing tool you can use, and research indicates it offers the highest ROI for every $1 spent.* That’s why it’s important you see results from all the email campaigns and newsletters on which  you’ve spent time and brainpower. This post is dedicated to defining the key components you need to see results for your efforts—and achieve your goals.

Aren’t sold on the power of email marketing just yet? Here are some handy facts:

– You are 6 times more likely to get a click-through from an email campaign than you are from a Tweet. – Campaign Monitor
– Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
– When it comes to purchases made as a result of direct marketing message, email has the highest conversion rate (66%), compared to social and direct mail. – DMA

4 Steps to Conversion

Let’s get to work. Here are 4 key elements you should focus on to improve your conversion rates.

1.  Start by setting a clear goal with well-defined objectives

It’s important to have goals that are bigger than clicks and opens—you want to be more specific. It “pays” to define goals based on baseline metrics like the following: leads generated, feedback collected, user education and retention. Choose key performing indicators that make sense.

2.  Learn the art of the call to action (CTA).

An email should be designed at the outset to drive conversion. An email that offers a good experience will provide readers an incentive to keep reading and scrolling and ultimately interact with your content. The interaction step is known as the “call-to-action”, or CTA, and when done well, it’s your golden ticket to conversion because readers will follow through on what you ask them to do next. It’s important that you don’t fill an email with a swarm of CTA’s; keep the attention ratio “1:1”, so keep the goal of your email focused. If your goal is to increase the number of downloads for an ebook, your CTA could direct users to a landing page where they download the offering. You have some options as to where you can list the CTA, like a banner, linked images, and hyperlinks in your copy.Last but not least, make sure your CTA is action-oriented, and doesn’t fail to be consistent with the offering it’s linked to.

 3. Optimize the workflow

Make sure to identify each action required in the email workflow to ensure that all actions lead to the ultimate goal of your email. This means keeping a sharp eye on metrics like: emails sent, delivered, opened, clicked, and converted. Make sure each step is goal-focused and links to the next one smoothly. Seemingly “small” things count, so make sure your subject line and the preview text of the email gives your readers the incentive to open the email. Believer it or not, these can be a big drop-off point. Write copy that converts. Include personalized tokens ( “Hello User” vs “Hi Frank”), the clear purpose of the e-mail, the benefit(s) you’re offering, and the next step(s).

Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. Aberdeen*. 

And don’t forget to always complete the loop; try to answer all the questions you expect the reader to ask.

4.  Design an email that is mobile-friendly

About 53% of emails are opened on mobile devices. Campaign Monitor*

I cannot stress how important it is to make mobile friendly emails. Think of the last time you checked email on your phone and gave up on an email because it was hard to read or navigate.

To design a mobile friendly email:

–  Optimize the email for smaller screens. Make sure the length of your text and the size of your text is
appropriate. Make sure your logo works on the smaller screen and your text is readable.
– Make a layout that is simple and clean. More complex layouts are fitting for a webpage on a bigger screen.
– People will be interacting with the tips of their fingers, so optimize for touch-based interaction. No endless scrolling and pinching the screen. Also test your CTA to make sure it functions as expected.
– Keep the email lightweight so that it loads fast and doesn’t eat up your readers data plans.

And of course, I can’t forget images. Use images to improve the user experience.  Carefully curated images can enhance the experience and conversion power of your content. But be warned, you must know the function of the images and if it helps your email convert. If it doesn’t, then what’s the point?

Now you probably want to see examples of some well crafted emails. Check out this page, dedicated to great emails.

*Thank you to our friends at Campaign Monitor for the great stats. Click here to read them all

I hope you found this useful. I’d love to hear any comments or questions you have.


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