The Anatomy Of A High-Converting Email
Email remains a powerful tool for converting site visitors into paying customers and subscribers. In fact, for every dollar spent on email marketing, companies can expect $38 in return. But, like the human body, an effective email has various parts that need to function together for it to be successful. In this article, we’ll take a look at The Anatomy of a High-Converting Email and explore these key elements that every high-converting email should include.
The Subject Line
The first thing that will determine whether or not an email is clicked is the subject line. A good subject line needs to be both personal and enticing to grab attention and make the recipient curious enough to click. This email from Twitter Business is a great example of a well-crafted subject line, which explains who the email is from, what the email is about, and why it’s important. It also includes a call-to-action (CTA) and a limited time offer that is specific to the email audience (a result of their segmentation).
The Content
Your email needs to have relevant and helpful information in order to be successful at converting. It should also be easy to read and scannable, as readers are unlikely to sit down and read the entire email. This email from Nicola Bleu of Your Creative Aura is an excellent example of an email with easily digestible, valuable content that is organized into sections and paragraphs to make it easy for the reader to navigate.
THE CTA (call to action)
A clear CTA is also crucial to the success of any email, but especially an ecommerce one. This template from LOFT uses an easy-to-read, clean layout with a large and bold CTA that is both clear and appealing. It’s also positioned in an obvious area of the email, which is crucial as many people do not read below the fold.
The Design
A well-designed email will automatically be perceived as more trustworthy and engaging, which is an important factor in generating conversions. Emails with poor or outdated design will appear unprofessional, and this could negatively affect a user’s perception of the brand. A clean and modern email can make the difference between a subscriber clicking that call-to-action or going unnoticed.
The Personalization
Personalized emails are known to drive higher conversion rates than those that do not. This can be achieved by including the recipient’s name, using a familiar slang word or phrase, or adding an element that is unique to the recipient’s experience. Airbnb’s birthday wish example is a great way to personalize an email, and you can also test different subject lines, CTAs, and even the day and time that you send your emails by performing A/B testing with any quality email marketing platform.
The End Result
In the end, email optimization and conversions are all about building trust and developing a strong relationship with your subscribers. By following these tips and focusing on creating valuable, relevant content, you can increase your open-rates, click-through rates, and ultimately your conversion rates.
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Juliette has a bachelor’s degree in business marketing and has been an administrator advisor in the public sector for the last 20 years.
Never did she think that one day she would start her own business.
She thrives on sharing the best marketing tools for all new businesspeople wanting to start a successful online business and create a flourishing future for themselves.
Juliette Plamondon
Founder of eMarketing 4u
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