How to write emails that increase conversion

We receive hundreds of emails every day, so understanding which of them catch customers’ attention has become essential. The emails customers actually read are the ones that are well designed, carry the right content and are matched to what the recipient needs. Unfortunately, plenty of companies still struggle with low open rates and low engagement in their email campaigns.

The consequences can be serious. Ineffective emails mean lost potential customers, resources wasted on campaigns that deliver nothing, and weakened relationships with existing customers. In this article we set out the key elements that make emails effective and share practical advice on creating emails customers actually read.

Understanding what customers need

The first step towards creating emails customers actually read is understanding their needs and expectations. Customers are far more likely to open an email if they can see value in it that matches their interests. It is worth doing the research to find out what genuinely interests your target audience – through surveys, analysing data from previous campaigns or watching market trends.

Understanding customers’ needs lets you personalise the content of your emails. Customers value an individual approach, so it is worth segmenting your lists and adapting content to different groups. Emails aimed at new customers might carry a welcome and an introductory offer, for instance, while emails to regular customers can focus on loyalty and exclusive promotions.

By understanding what customers need, you can create emails that not only catch the eye but engage the reader. What matters is that the content matches their expectations and delivers value, which improves the chances of the email being opened and acted on.

Writing subject lines that grab attention

The subject line is the first thing that catches the recipient’s eye. It is worth spending time on a subject that is catchy and intriguing enough to make people open the message. Subject lines should be short, concise and clear about the value the email carries. Questions, numbers and emotive words can all make them more effective.

It is also worth testing different versions to see which perform best. A/B testing is an effective method that lets you compare two subject lines and pick the one that generates the higher open rate. That way you can keep optimising email campaigns and make them more effective.

Remember that the subject line has to match the content of the message. Misleading the recipient leads to frustration and disengagement, which over the longer term damages your brand’s reputation. It is worth keeping subject and content consistent.

Personalising email content

Personalising email content is a key element in engaging your audience. Customers are more likely to open an email when they see their own name in the subject line or the body. Personalisation can also cover product recommendations based on previous purchases or customer preferences, which improves the chances of conversion.

It is also worth matching the content to the stage the customer has reached in the sales funnel. New customers may need more information about the products, while regular customers may be interested in exclusive offers or promotions. That makes emails more relevant and more effective.

Personalisation does not end with names and recommendations. You can also match send times to your recipients’ preferences, which improves the chances of an email being opened. Analysing data on customer activity lets you work out when they are most likely to engage.

Optimising for mobile devices

In an age of smartphones and tablets, optimising emails for mobile has become essential. More and more people check their email on mobile devices, so the content has to be legible and appealing on smaller screens. Responsive email templates adjust the layout to the screen size automatically, which improves the user experience.

It is also worth watching the length of your content. Emails should be concise and to the point so that readers can take the information in quickly. Headings, short paragraphs and bullet points help organise content and make it easier to absorb on mobile.

Do not forget your CTA (call to action) buttons either. They should be clearly visible and easy to tap on a touchscreen. Make sure they are big enough for people to press easily, which improves the chances of conversion.

Analysing email campaign results

Analysing email campaign results is the key element that lets you optimise future work. Monitoring metrics such as open rate, click rate and conversion rate helps you understand what works and what needs improving. That data supports informed decisions about your email strategy.

It is also worth analysing the demographics of your recipients to understand which groups are most engaged. That lets you match email content to their needs and expectations, which makes campaigns more effective. Reviewing results regularly lets you adjust the strategy as you go and make the changes needed.

Do not forget to test different elements of a campaign such as subject lines, content and send times. A/B testing lets you compare versions and pick the one that performs best. That way you can keep improving your email campaigns and create emails customers actually read.

How do you create emails customers actually read?

Creating emails customers actually read calls for a well-considered strategy and an understanding of your audience. The steps below will help you produce effective emails that catch attention and increase engagement.

• Research what your customers need and expect.
• Write subject lines that catch your audience’s attention.
• Personalise email content so it fits different customer groups.
• Optimise emails for mobile so they are legible on every screen.
• Analyse campaign results so you can make corrections and optimise future work.

Summary

The emails customers actually read are the ones that are well thought through and matched to what the audience needs. The key elements are understanding customers’ needs, catchy subject lines, personalised content and optimisation for mobile.

Analysing campaign results lets you keep refining your email strategy. With this advice you can create emails that not only catch attention but engage customers and lead to conversion.

FAQ – frequently asked questions

• What are the best practices for creating emails? They include understanding customers’ needs, writing catchy subject lines, personalising content and optimising for mobile.
• How often should I send emails? That depends on your sector and your customers’ preferences, but it is worth avoiding messages so frequent that they put people off.
• Does personalising emails matter? Yes, personalisation increases engagement and improves both open and conversion rates.
• How can I improve my open rate? Write catchy subject lines, test different versions and match send times to your recipients’ preferences.
• Which tools can I use to analyse campaign results? Tools such as Google Analytics, Mailchimp and HubSpot offer detailed reporting and analysis of email campaign results.
• Is it worth investing in email marketing automation? Yes, automation lets you manage campaigns efficiently, personalise content and save time.