Tips to Create High Converting Email Templates

Email marketing, when executed correctly can be an extremely fruitful channel for businesses. Emails are the third most influential piece of content for B2B marketers, and consumers who purchase products through email spend 138% more than those that don’t receive email offers.

However, these numbers are only possible if your emails have been optimised for conversion – it is not enough to simply send out an email and hope for the best. There are three elements to ensuring that you create high converting emails:

  • the subject line;
  • the body copy; and
  • the landing page.

Get these three elements right and you’ll be on your way to a highly profitable email channel.

The subject line

Many businesses fall down at the subject line as they use this as the place to convert a subscriber. This is not the purpose of a subject line. The purpose of a subject line is to get an individual to open your email.

There are two different approaches you can take to your subject line – intrigue or informing.



An intriguing subject line leaves the subscriber wanting more. It alludes to what may be inside without giving the whole offer away. For example, this subject line from an Anthropologie email.

 Tips to Create High Converting Emails

The subject line lets you know that the email has something to do with a question or information needed by Anthropologie from you. However, there is no way of knowing what this information is or why.

Intrigue subject lines usually result in high open rates but lower conversion rates, as people click due to intrigue not necessarily an intent to take action.



An informing subject line provides a subscriber with full disclosure on what the email they have received is about. For example, this 25% of boots offer from The Iconic.

You know exactly how you will benefit from this email and what the content is about. Emails with informing subject lines usually have a higher conversion rate as there is intent on opening the email. You will open the email if the offer is enticing to you, if you are not interested in 25% off boots, you are not going to open the email.


Other subject line tips for high converting emails

  • Use emojis
  • Personalise the subject line
  • Keep it short and sweet

Email body for a high converting email

The body copy of our email is where you convince your subscriber to click through to your offer. Your body copy should mimic the offer provided in the subject line (if informing), or seamlessly fill in the blanks (if intriguing).

Your email should have a clear call-to-action (CTA) that your openers are able to follow. This CTA should be provided as a button and text link if possible. A short email should have at least one CTA, where a longer email should focus on have multiple CTA’s dispersed as text links throughout the copy.

Each text link should provide a different reasoning to click through. For example, “be the first to take advantage of this sale”, “quick before they all sell out”, “this offer won’t be seen again”. You are pushing openers through to the same page through using different reasoning.


The landing page

Although this is not a part of your email, a landing page is where the conversion occurs. It is just as important as the subject line and body copy of your email. The landing page should be obviously linked to the email offer you have provided. Whether this be through imagery, copy or colour – preferably all 3.

Note the email and landing page for the 25% off boot sale from The Iconic.

Tips to Create High Converting Emails

Tips to Create High Converting Emails

The landing page uses the same creative, the same wording for the offer, the colours are consistent, and the code for the sale is also present on the screen. The landing page also takes you straight to the boots section so there is no need to do anything but browse and buy upon landing.

Nail these three elements of your emails and you will see your sales increase with high converting emails.

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