6 ways to improve email marketing conversion rates


Are your email marketing campaigns not getting the results you hoped for? It may be time to rethink your strategy. Here are some top tips to help you improve your conversion rates and get more customers clicking on your messages.

1. Create captivating headlines that elicit emotion.

Over 300 billion emails are sent and received every day. Standing out in a swathe of subject lines offering discount codes and offers is going to require an emotional connection being formed with your buyer. With 60 characters to get creative, you should write a headline that rouses your buyers' interests, and shows you’ve considered their interests, desires or problems when you wrote this email.

2. Create engaging CTAs

It’s important to think of your call to action (CTA) as more than just a button at the end of your email. A CTA is what you want buyers to do when they’ve read the content of your email. Don’t overwhelm buyers with too many options, clearly communicate the CTA with strong copy, a clear email design and well-placed buttons or links.

Simple, quick and effective CTAs include:

- Sign up
- Subscribe
- Get started
- Learn more
- Join us

3. Personalise your content

Email personalisation is a proven way to increase your engagement rates, with buyers being 26% more likely to open emails that are personalised to them, than generic sales subject lines. Personalisation doesn’t have to just mean adding your buyers' name or organisation to the subject line. It can also be a consideration of appropriate days and times to email, sending content appropriate to their stage in the buyer journey, or even personalising who the email is being sent from according to their role within their organisation. Personalised emails deliver 6 x higher transaction rates so time spent setting up personalisation tokens will be rewarded with higher engagement.

4. Provide real value

Make sure you’re targeting your pipeline with the valuable by segmenting prospect data by buyer journey. This will involve creating content to support buyers researching or troubleshooting, content to help buyers understand more about your product or solution, and finally content that helps buyers to shortlist you and validate your organisation. Even exceptional content is only worth sending to a buyer if it’s relevant to them so make sure you’re sending them what they need to progress them to the next stage.

5. Optimise emails for mobile

2/3 emails are opened from a mobile device, and 70% of consumers immediately delete an email if it doesn’t render correctly. In this new era of mobile marketing, organisations should presume that consumers are taking in information mobile-first. This means that consumers want information to feel personal, and they want it quickly. For effective email marketing optimisation make sure you:

- Use mobile-friendly templates or designs
- Keep subject lines short, creating and engaging
- Prioritise the most important information

6. Test. Test. Test

Email testing shouldn’t be seen as something marketers should just do; email testing is about learning. Through testing you can understand what information or content your audience prefers, what headlines work and even what days and times they engage. With most CRM systems you can also see how they interact with your email, what draws their attention first and for how long you hold their interest.  You’re able to learn, and keep on learning all about your audience, use this knowledge to build on your engagement rates and see improvements in your results.

Email marketing is a powerful tool, but it’s only effective when it’s used correctly. If you want to make sure your email campaigns are reaching their target audience and driving results, reach out to us for help. We have years of experience in crafting successful email marketing strategies and can help you do the same.

Great content sets the best brands apart. Let's make you one of them.

By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyse site usage, and optimise user experience. Read all about it here.