How to Create a High-Converting Email: Design and Content Tips

by | Feb 15, 2024 | Email Marketing

For many years email marketing was poo-pooed as ‘junk’ and ‘spam’. Many businesses crossed it off their list of marketing strategies and GDPR seemed to be the final nail in email marketing’s coffin, with phrases like ‘double opt-in’ being bandied about, it just seemed like a lot of hard work for very little return.

The truth is, email marketing done well, can be an excellent marketing tool, especially for cross-selling and up-selling. The question is – how do you get email marketing right? In our first blog this month focusing on email marketing we are going to share with you our top tips for creating a high-converting email.

We’ll also be sharing a blog about growing your subscriber list this month…so keep your eyes peeled for that!

Tip #1 Compelling Subject Line

With all our email inboxes flooded with messages every day, creating a high-converting email starts with a great subject line. You want to create curiosity, offer value, or trigger an emotion. You also need to be wary of using words or phrases that may mean your email gets stuck in spam filters such as ‘sale’, ‘additional income’, ‘bonus’, or ‘ACT now’.

Tip #2 Eye Catching Design

Now you’ve got the recipient to open your email…you have to keep their attention; the visual presentation of your email is key here. You want your email to be responsive (adapt its layout to different devices) so check that is working. Incorporate eye catching graphics, imagery or even video, but remember to include white space too, so it is not too overwhelming. Maintain your brand consistency; colours, fonts, and logos to establish credibility.

Tip #3 Compelling Copy

Once you have grabbed your recipient’s attention, now you need to persuade them to take action. Craft concise and compelling copy that speaks directly to the recipient’s needs or pain points. Communicate solutions, rather than features. Use CTAs (Call to Actions) that prompt an immediate response, such as ‘Read Now’ or ‘Book Now’.

Tip #4 Mobile Optimisation

We mentioned this in Tip #2, but it is so important we really feel it is worth expanding on…depending on your target audience up to 80% of them may open your email on their mobile device, so it really is worth taking the time to ensure your email renders properly across various screen sizes and platforms.

Tip #5 Test and Refine

Don’t just send your email and forget about it. Monitor and analyse the performance of your emails; open rate, click rate and conversion rate. Use the insights you gain to optimise your email marketing strategy over time.

Crafting high-converting emails is a bit of art and a bit of science, but by mastering this skill you can create campaigns that resonate with your audience, drive engagement, and ultimately result in more enquiries from the customers you want.

If you are ready to take your email marketing to the next level…but don’t have the time or energy to do it yourself…book a discovery call with us today to find out how we can craft emails for you that convert!