9 Ways To Improve Your Email Conversion Rate

9 ways to improve your email conversion rate | bookafy


Email may be one of the oldest internet tools, but it remains one of the most profitable digital marketing platforms. According to a recent report, email marketing generates up to 40% return on investment for each dollar spent. However, not every email campaign will garner such ROI. If you cannot adequately convert leads into paying customers, you will not reap the benefits of your email marketing campaign. Fortunately, there are various strategies you could implement to improve conversion rates. In this article, we highlight nine ways to increase your email conversion rates and generate more revenue from your email marketing campaign. 

1. Exploit Segmentation

It is not enough to create a compelling subject line, incorporate a solid call to action, and design your emails professionally. In a world where your target audience can access tons of information and content online, your emails must stand out to capture prospects’ attention or interest. The best way to achieve this is through segmentation.

Segmentation enables you to group your target audience according to their characteristics and interests. You look into your prospect’s buying history, buyer persona, demography, and search history, then use this information to create targeted email marketing campaigns specific to your audience.

Since the information you share captures your audience’s interests, they will likely take the desired action, increasing conversion rates. Recent statistics show that segmentation alone accounts for a 760% increase in return on investment for companies that leverage customer data when sending emails instead of sending random messages.

2. Keep An Eye On The Metrics

Feedback is a critical aspect of your company’s growth. It helps you understand what our target audience is interested in and what they will be willing to pay for. Metrics also enable you to understand what works and what does not. This way, you can invest more in what works and limit your investments on what does not bring the desired outcome. For this reason, ensure you keep an eye on your metrics.

Along with your conversion rates, ensure you also check the open email rates and unsubscribe data, to mention a few, to make more informed decisions and adjustments to foster your email marketing campaign’s success. Be sure to invest in email response management software to track your email replies and feedback to improve performance.

3. Optimize Your Emails For Mobile

Did you know 49% of emails are opened via mobile phones, and 70% of your email recipients will delete or ignore an email if it is not mobile-optimized? This shows it is crucial to optimize your email campaigns for mobile. The following are ways to optimize your email marketing campaigns to increase conversion rates:

  • Create short subject lines so they can readily be displayed on mobile phones. Keep the subject line 30 to 35 characters.
  • Use large fonts to enhance readability
  • Keep the images small to reduce the loading time
  • Use a single-column layout
  • Break up the text. Incorporate white spaces to make skimming through the email easy.
  • Send short, concise copies
  • Ensure links are easily visible and clickable
  • Include clickable CTA buttons

4. Keep Your Emails Short And Sweet

While there is no rule on the correct length for business emails, you should make your content easy to read and digest. Most people scan through emails, so keeping your emails short, sweet, and straight to the point is a surefire way to prevent your target audience from ignoring your message.

Be sure to include bullet points, scannable lists, and short, punchy sentences to capture your recipient’s attention. Your CTAs should also be clear and concise with action-oriented language like “Buy now,” “Download Here,” or “Contact us” to encourage readers to click.

5. Craft Compelling Subject Lines

The subject line is the first thing your target audience sees when they receive your email. Most recipients will not even open your email if the subject line is not enticing. For this reason, you should strive to create an engaging and compelling subject line. Below is a guide to crafting a compelling subject line:

  • Create a short and descriptive subject line. Remember to write a maximum of 35 characters to cater to mobile users.
  • Personalize the subject line. You could also include local information.
  • Use your subject line to evoke emotion, urgency, value, relevance, or curiosity.
  • Use the preview texts as extensions to pique your recipient’s interest and add more relevance to your subject line.
  • Be truthful. Avoid overdoing or underdeveloping your subject line. If you make any promise on the headline, ensure you hold it up in the email to avoid losing your potential client’s trust.
  • Ask questions to capture the recipient’s attention
  • Avoid a generic sender name

6. Use A Strong CTA

Ditch the popular “learn more” CTA button when ending your emails and get creative. Your call to action should be clear, concise, and tailored to grab your target audience’s attention. Whether using a GIF or image, a button, or a linked text, your CTA should be quick to spot and point your audience in the right direction.

Be sure to personalize your CTAs. According to a recent report, a personalized call to action has a 202% better conversion rate than default messaging. You should also not incorporate too many CTAs into your emails, or else you will confuse your recipients. Each email should focus on a single action or goal. Below are examples of clear and concise CTAs you could use in your email marketing campaign:

  • Sign up
  • Join us 
  • Subscribe
  • Try for free
  • Order now
  • Get started

7. Tell A Story

If you want to engage your audience more, consider opening your emails with a story. Storytelling is one of the most effective marketing techniques because it entertains your audience, triggers their emotions, and makes your email memorable.

To integrate storytelling into your email marketing campaign, ensure you understand your audience’s needs, interests, behaviors, and preferences. You should then create informative, high-quality content relevant to your business. Here are ways you could use stories in your email marketing campaign:

  • Share origin stories to welcome new email subscribers to your company’s newsletter
  • Interview stories
  • Share success stories
  • Behind-the-scenes stories to show your audience how you work behind the curtains. This helps humanize your brand.
  • Product launches

8. Personalize Your Emails

Most readers will likely delete an email full of corporate information even before reading it because it feels too impersonal and bland, hurting your conversion rates.  For this reason, you should strive to personalize your emails to create a connection with your recipients and show that you value them. A recent study shows that a personalized email will likely have a 2.5 times higher click-through and six times higher conversion rates.

There are various ways to personalize your emails, including adding the customer’s name, nickname, or company name to the mail. You could also provide special offers such as birthday or anniversary gifts to make your customers feel valued and appreciated and not just a statistic.

9. Pick A Suitable Day And Time To Send Emails

While you can send emails at any time of day, it is best to pick a suitable time based on your target audience’s profile for delivery. This ensures your emails do not go unnoticed and improves the open rates. You could perform an A/B test to determine the best time to send emails, then automate your email campaign to ensure delivery at the best available time.


Email marketing is one of the most effective ways to connect with your target audience and build a relationship with your clients. Be sure to use segmentation, optimize your emails for mobile, tell stories, use personalization, craft compelling subject lines, and CTAs, and keep an eye on metrics to make the most out of your email marketing campaign and improve conversion rates.

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