Tips for Marketing Executives and VPs

How to increase your email conversion rates: TOP tips in 2023

1. Track your email marketing metrics and KPIs

You should keep an eye on several metrics, but at Art Conduct, we strongly believe that the end goal of emails is to lead to sales. As a result, you need to track your conversion rate to measure whether your emails generate sales. In 2021, the average conversion rate of emails for:

2. Make sure your subject lines stand out

Command the attention of your reader. Make them think they’re missing something if they don’t open your email - think about what they want and appeal to their needs with that subject line. For example, ask a question with a ‘yes’ answer to attract attention. Subject lines should have

3. Personalise your emails

Address everyone by their first name in an email or include their company name in the subject title. Email marketing platforms like Mailchimp or ActiveCampaign allow you to personalise and automate thousands of your emails.

4. Don't forget about design

Appealing design has an impact on whether subscribers read to the end of your email and the effectiveness of your call-to-action prompt. Consistent brand aesthetics increases brand awareness.

5. Run bucket or A/B testing

Regularly test and tweak your content to see what gains more traction/engagement. For example, use this strategy:

6. Strong and clear CTAs

Use CTAs along the lines of these:

7. Consider length

It has been documented that emails between 50 and 125 words have the best response rates at just above 50%. Make sure the content is easily scannable by using headers, bullet points, and short paragraphs of text 

8. Highlighting methods

You can use these to emphasise the title or other important elements of the copy: contrast, size, style and spacing. You can combine options to suit your needs.

9. Segmentation

Send different emails according to your customer needs, or group users and offer products that appeal to customers

10. Make your campaigns mobile friendly

Use single-column layout to support skim-reading, bring CTAs as far up within the copy as possible, and use buttons instead of links.

11. Use different fonts

This is a tricky one as you need to be mindful that using multiple fonts in one email can be confusing and make the copy harder to read, so limit yourself to two or three that complement each other organically.
Basic recommendations for fonts:
  • choose fonts that will look good together and reflect the overall style of the company
  • check the selected font for all the necessary glyphs
  • make sure the font colour and background colour have enough contrast
  • avoid underlined as readers may mistake it for hyperlinks.

12. Include an ‘Unsubscribe’ option

Always allow your customers to opt out if they don’t want to receive your emails

13. Images

Images and iconography are needed to complement and reinforce the email copy. When adding images to an email, size is important. An email with heavy images will take longer to load.

14. Be sure to say goodbye

Customers should know that they have the opportunity to contact you or visit your site 24/7.
Don't use standard phrases, you can just specify who the email is from, сontact details, links to social networks, store addresses, etc.

15. Choose the right time and commit to your schedule

Whether this is once a week, every second day or every day, you need to find a strategy that works for your team. Routine is key. Ideal times to send emails are 10.00am and between 3.00pm-4.00pm. Friday afternoon is NOT the best time as many people don’t check their Inbox until Monday morning, and emails can easily get lost.

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