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Email Marketing Essentials: Conversion

In our previous blog post, we talked about email acquisition and how to get more people to sign up for your email marketing campaign. Now we are going to discuss using your email as a vehicle to get your recipients to visit your website and make a meaningful transaction.

Blog Posts in this Series

Email Marketing — Part 2: Conversion

Individuals who subscribe to your email list are most receptive to your marketing messages within the first thirty days of opting in. Making the communications that you send during this period the most critical to turning prospects into active customers. Lets look at the components of an email message and how you can most effectively leverage this opportunity for the maximum effect.

Onboarding Strategy

For maximum engagement, you should have a clearly defined strategy on how to treat new subscribers within the first thirty days of opting-in to your email campaign. This begins with a double opt-in email restating the benefits of subscribing and confirming that the individuals want to receive your communications. Then your communications can expand to include special promotions for new subscribers that encourage them to make a transaction on your website.

Sender Email Address

Make sure that the sending email comes from a recognizable and consistent email address. This email address should preferably come from a unique domain that matches your website URL.

Subject Line

A compelling subject line that reflects the content of your message should provide subscribers with a good reason to open your email. Using urgent wording such as “20% Off” or “Today Only” appeals to subscribers, coaxing them to open your email and act immediately. Personalization of subject lines by using individuals first names or locations can also be effective. Test various subject lines to see which are most effective with your subscribers to increase open-rates.

Preview Pane

The preview pane is a horizontal bar at the top of your email that displays a summary of the email, a link to an online version, clear branding, a navigation bar and a call-to-action.

Image Use

60% of email readers don’t render images unless the subscriber clicks a button to load the images. When you’re designing an email campaign, this email image suppression behavior should be foremost in your mind. To circumvent any readability issues, make sure your subscribes can view your important call-to-actions by using text for all essential messages, alt text for images that contain important information, and inline styles to simulate buttons.

Mobile Rendering

With mobile device usage skyrocketing, it is more important than ever to ensure that your email marketing campaigns are optimized for mobile email. Make sure your fonts, images, and layout are sized and formatted appropriately for smartphones and tablets.

Branding Consistency

Make sure that your emails are consistent with your company brand and marketing language. This includes color palette, visual imagery, marketing language, tone, and the use of your company’s logo.

Quickly Scannable

Your subscribers will, on average, scan through your email in 30 seconds or less. To make the important content stand out, break your content up into digestible chunks, using headlines, bold text, bullet points and call-to-action buttons.

Actionable Content

Make sure you give your subscribers a clear reason for engagement by displaying a prominent call-to-action or highlighting special offers at the top of your email.

Landing Page

Driving subscribers to a landing page helps facilitate the desired conversion from your email messaging. Landing pages should be consistent with the email marketing language and reinforce your call-to-action.

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Ted is a graphic designer and front-end developer who specializes in branding, marketing, and website development.