Best Practices: How to Create Emails that Convert

Here’s a comprehensive guide to creating emails that convert effectively.

Creating effective emails that drive conversions is both an art and a science. A well-structured email not only grabs attention but also persuades the reader to take the desired action. Here are best practices for crafting emails that convert.

By following these best practices, you can create emails that not only look great but are also highly effective at driving the desired outcomes.

Craft a Clear and Compelling Subject Line

The subject line is the first thing your audience sees, and it plays a significant role in whether your email gets opened.

  • Keep It Short and Direct: Ideally, subject lines should be under 50 characters to ensure they display properly on all devices.
    • Example: “Unlock 20% Off Your Next Purchase!”
  • Incorporate Personalization: Use the recipient’s name or other personalized elements to make the subject line feel more relevant.
    • Example: “John, Don’t Miss Out on Our Latest Offer!”
  • Create a Sense of Urgency: Encourage immediate action by highlighting time-sensitive offers or limited-time promotions.
    • Example: “Last Chance! Offer Ends Tonight!”

Focus on a Strong Preheader Text

The preheader is the text that appears next to or below your subject line in the inbox, offering a chance to further entice recipients.

  • Expand on the Subject Line: Use the preheader to provide additional context or reinforce the offer.
    • Example: “Get 20% off today only. Click to shop now!”
  • Keep It Concise: Ensure your preheader text is short and to the point, typically between 40–70 characters, to display properly across devices.

Use a Clear and Engaging Call to Action (CTA)

The CTA is the most critical element of your email as it drives your audience to take the desired action.

  • Make the CTA Stand Out: Use bold colors and buttons to ensure the CTA is visually prominent.
  • Be Direct and Action-Oriented: Use strong verbs and be specific about what action you want the reader to take.
    • Example: “Shop Now,” “Claim Your Free Trial,” or “Get Started Today.”
  • Use Multiple CTAs (Sparingly): For longer emails, it’s helpful to repeat the CTA in different sections, but make sure they all lead to the same goal.

Personalize Content for the Reader

Personalization helps emails feel more relevant and increases engagement, making them more likely to convert.

  • Use Dynamic Content: Customize elements such as name, location, or previous purchase history to make the email feel tailored to the recipient.
    • Example: “Hi Sarah, here’s what’s trending in your area!”
  • Segment Your Audience: Divide your email list into segments based on behavior, demographics, or engagement level to send highly targeted messages.
    • Example: Send one email with product recommendations to frequent buyers and a re-engagement email to inactive subscribers.

Keep the Copy Concise and Benefit-Focused

Your email copy should be easy to read and focus on the benefits the reader will gain from taking action.

  • Highlight the Benefits First: Focus on how your product, service, or offer solves a problem or fulfills a need.
    • Example: “Boost your productivity with our new project management tool.”
  • Use Bullet Points for Clarity: Break down important information into bullet points for easy scanning.
  • Avoid Jargon: Keep the language simple, clear, and free of technical jargon to ensure broad understanding.

Leverage Visuals and Design to Guide the Reader

The design of your email should complement the message and lead the reader toward the CTA.

  • Use Images Sparingly: While visuals can enhance the email, too many images can slow down load times and distract from the core message. Ensure your email has a good balance between text and visuals.
  • Ensure Mobile Optimization: Many users open emails on mobile devices, so make sure your email is responsive and looks great on any screen size.
  • White Space Matters: Allow for plenty of white space in your design to make the content easier to read and the CTA more noticeable.

A/B Testing to Enhance Conversion

A/B testing is one of the most powerful tools in your email marketing arsenal. By testing different elements of your email, you can gain insights into what works best for your audience and continuously improve conversion rates.

  • Test One Variable at a Time: When running A/B tests, focus on testing a single element at a time, such as subject lines, CTA wording, or the placement of images. This allows you to isolate the effect of each variable.
    • Example: Test “Claim Your Discount Now” vs. “Shop the Sale Today” for the CTA.
  • Common Elements to Test:
    • Subject Lines: Try different lengths, tones, or approaches (e.g., urgency vs. curiosity).
    • CTAs: Test different colors, button styles, and wording to see which generates the most clicks.
    • Images: Experiment with different visuals or layouts to see how they affect engagement.
    • Send Times: Test different days and times to determine when your audience is most responsive.
  • Analyze Results and Iterate: Use the results of your A/B tests to inform future email strategies. Over time, this iterative process will help you build highly optimized emails that convert.

Build Trust with Social Proof and Trust Elements

Incorporating elements of trust in your email can increase confidence in your brand and improve conversion rates.

  • Use Customer Testimonials or Reviews: Adding quotes from happy customers can help build trust and validate your claims.
    • Example: “See why 10,000+ users trust our platform.”
  • Showcase Awards or Certifications: If applicable, include badges for industry awards or security certifications to assure users of the quality and safety of your products or services.

Create a Sense of Urgency

Creating a sense of urgency encourages immediate action, which can increase conversion rates.

  • Limited-Time Offers: Highlight time-sensitive offers in both the subject line and email body.
    • Example: “Only 24 Hours Left—Get 30% Off Today!”
  • Use Countdown Timers: Countdown timers within the email can visually reinforce the urgency and push users to act quickly.

The Importance of Optimization and A/B Testing

Creating high-converting emails involves a combination of strong messaging, compelling design, and careful targeting. However, even the best email can benefit from continuous improvement, and this is where A/B testing comes into play. By regularly testing and refining your emails, you can discover what resonates best with your audience and optimize for higher engagement and conversions over time.

Remember, the key to success is to:

  • Keep testing and iterating based on data.
  • Personalize content to your audience.
  • Focus on creating clear, actionable CTAs and benefit-driven messaging.