7 Elements of a High Converting Email

We’ve said it before and we’ll say it again – when done well, email marketing allows your brand the potential to connect with your customers and engage with them in a positive manner. This helps with customer retention, loyalty and conversion.
So how do you create emails that your subscribers will not only love, but will also result in them taking action? We’ve put together 7 different elements that can help you to build higher converting emails.

Engaging Images

The visual aspect to emails is extremely vital in keeping readers engaged with your content. When creating an email, use images that are relevant to your message and brand, high definition, and engaging through either bright colours, an interesting angle or emotional connection.

Don’t be afraid to use images throughout your email either – as long as the images assist with the message that you are conveying and not act as a distraction to what you are trying to say.

Get playful with the type of visuals you are using – experiment with GIFs, videos, slideshows and boomerangs.

Include a clear call to action

This may seem obvious, but just because you know what you want your subscribers to do, it doesn’t mean that they do. When choosing a call-to-action, make sure it aligns with the message within the copy of the email.

You shouldn’t be afraid to disperse call-to-actions through text links, however, if you are including text links, make sure that they do not create leakage by sending your traffic to a blog post if you’re aim is to convert users to buy a product.

It is important to always include a button as a call to action with your email. A reader’s eye is naturally attracted to a button, and the text is always easier to read. Get creative with the call to action and make it specific; if you’re having a sale, use the CTA of ‘Shop Sale’ Instead of ‘Shop Now’. Testing will be key in determining what call to action resonates most with your subscribers.

Subject line

It can be argued that a good subject line helps opens rather than conversions – but you need people to open your email before they convert, right? Everyone’s inbox nowadays are flooded with emails from hundreds of brands everyday. It’s important to have a subject line to stand out from the clutter.

Make your subject line straight to the point, whilst still leaving air of mystery. Give the subscriber enough information to know what to expect when they open the email, but not enough that they are able to guess what’s inside, for example, ‘Jane, we’ve created a unique discount code just for you’.

If your brand permits, use emoji’s to make your subject lines further stand out and add personality to your brand.

Interesting/relevant content

Once your subscriber has opened your email, you need to convince them that they need what you’re offering. For high converting emails make sure that the information you’re providing is relevant to the individual – a female is not likely to be interested in shaving accessories for men and beard oil.

With the correct segmentation you can create personalised emails with relevant content that resonates with your individual subscriber, convincing them to buy what you’re offering. Relevancy is not just a matter of personalisation.

Your email content should reflect the message in your subject line.


Personalisation can take an average performing email and turn it into a high converting email that also helps to increase customer retention and loyalty. There is a goldmine of tools out there that allow you to store data on each of your individual subscribers, which then allows you to create very specific segmentations of your audience.

Personalisation takes this data and moves beyond first names, and your last purchase. This data can allow you to track purchase behaviour and develop patterns for each individual. It allows you to upsell customers on products that they didn’t realise they need and open their eyes to new products that they are glad to have found.

Use personalisation to speak to your subscribers in a one-to-one conversation. This is the ultimate key to high converting email.

Mobile optimised

With the majority of subscribers opening their emails on a mobile phone, not having a mobile responsive email is email marketing suicide. All emails should be built as mobile first – with people moving towards apps, purchasing on their phones and making decisions on the go, a template which fails to be mobile responsive fails to show potential of a growing database, let alone higher conversion rates from email.

Landing page

Again, this point may be argued to the fact that it is not an email element, however, the point of conversion happens on a landing page, and if your landing page is not optimised for conversion, you will not see an increase in ROI no matter how well your email is built.
When looking at your landing page, make sure that is relevant to the message of your email, and that the funnel to conversion is clearly directing your traffic on where to go and how to complete their purchase/action.

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