Design and Marketing for Executives

Top Tips for Increasing Email Conversion Rates


#emailcontent #howtowriteanemail

  • Make your campaigns mobile friendly: 
  1. Use single-column layout to support skim-reading
  2. Bring CTAs as far up within the copy as possible
  3. Use buttons instead of links
  • Make sure your subject lines stand out — intrigue the reader. Think about the pains of your customers and write a headline based on them. For example, ask a question with a ‘yes’ answer to attract attention. Subject lines should have no more than 8 words.
  • Consider length — HubSpot suggests  emails between 50 and 125 words had the best response rates at just above 50%. Make sure it is easily scannable by using headers, bullet points, and short paragraphs of text 
  • Always include Unsubscribe button — give your customers option to opt out if they don’t want to receive your emails
  • Be sure to say goodbye — а person should know that he has the opportunity at any time to contact you or visit your site.
Don't use standard phrases, you can just specify:
  1. from whom the letter is addressed
  2. сontact details
  3. links to social networks
  4. store addresses, etc.

Don't forget about design

#emaildesign #emailpictures #emailfonts

  • Design affects the visual appeal and functionality of a letter. It depends on the design whether subscribers read the letter to the end, whether they take the desired action. And mailings designed in the same style increase brand awareness.
  • Images. Pictures in the letter are needed to complement and reinforce the text message. When adding images to the newsletter, you must consider their size. An email with heavy images will take longer to load. The ideal image width is 600 pixels, there are no height restrictions, the average recommended image size is 200 kb.
  • Highlighting methods. You can use it to focus on the title or other important elements of the text: contrast, size, style and spacing. You can combine options.
  • Use different types of fonts for writing. But remember that piling up a lot of fonts in one email can make the text messy, so limit yourself to two or three that complement each other organically.

Basic recommendations for fonts:

  1. choose those fonts that will look good together and reflect the overall style of the company;
  2. check the selected font for all the necessary glyphs;
  3. make sure the font color and background color have enough contrast;
  4. avoid underlined text because readers may mistake it for hyperlinks.

Key points of analytics

#emailanalytics #emailpersonalization #emailsendingschedule

  • Track your email marketing metrics and KPIs — HubSpot suggests you should watch several metrics, but we believe that the end goal of emails is to lead to sales, so track your conversion rate to understand if your emails generate sales. In 2021, the average conversion rate of emails for B2C is 1.33%, B2B emails actually have a higher rate, according to Barilliance.
  • Personalise your emails — greet everyone by their first name in an email or include their company name in the subject title. Modern tools like MailChimp or ActiveCampaign allow you to personalise and automate thousands of your emails
  • Run A/B testing — regularly test and tweak, for example, use this strategy if you want to find out whether the readers prefer one CTA/Header over another 
  • Strong and clear CTAs such as Try for free, Join us, Subscribe
  • Segmentation — send different emails according to your customer needs or group users and offer products that appeal to customers with similar demographic attributes, browsing and purchase history or geographical attributes
  • Choose the right time and stick to your schedule — once a week, every second day or every day: find a strategy that works for your team, but routine is key.. Two good times to send emails: 10 am and between 3:00 pm and 4:00 pm. Also, Friday afternoon is not the best time to send out your emails as many people don’t check the inbox until the Monday morning, so your email can simply be lost.