How to Design Emails that Convert

Updated: Jun 12



Are you struggling with getting your emails to convert your audience into customers? This could mean that you understand the basics but need a little bit of extra help with design - or maybe you’re lost altogether. Regardless, you came to the right place. With a few simple tips, you’ll soon be on your way to creating emails that have high conversion rates and are flawless in design. 


To see the biggest returns on your efforts, there are a few things that you need to be sure to include. 


Less is More

The more choices that people are given can sometimes be a bad thing. In order to reduce their cognitive load, you need to limit the offers shown. This means getting rid of all distractions including unnecessary links or buttons. It is also helpful to use no more than two different fonts in an email. More than two fonts can result in visual overload. When using these fonts, it is important to write short copy. This just means keep the information and wording minimal. Here, it is important to make sure that you are focusing on an attention ratio of 1:1 - meaning that you are focusing on one conversion goal per email. 


Prioritize your Priority

The easier your email is to dissect, the better conversion rates you will see. Your emails should always be scannable. This just means that you should use things like headings and bolded fonts to allow viewers to know your main topics with a quick glance. When doing this, you should always prioritize your offers. You want viewers to see your primary goal before they see anything else. Using the inverted pyramid method is helpful here: Grab Attention - Build Anticipation - Call to Action.



Aim for a Click!

The first thing you want to do when creating your email is make sure there is a call to action. For example, if you are creating an email to promote a book, there should be a clear call to action to purchase the book by the end of the email. In order to successfully do this, you need to make sure that your CTA buttons are large enough to catch the eye. These buttons should stand out in color and font. In order to make these buttons stand out, make sure to add white space to your email. It is important to leave breathing room around your buttons. It is also very important to use action- oriented text on your CTA buttons. Try using words like “get” or “try” instead of “enter”. You also want to boost your viewers’ ego. This simply means make your buttons feel personal. For example, using “start my free trial” will go a lot further than “start your trial”. 


Imagery, Imagery, Imagery

The imagery that you choose to use in your email is so important. You need to be sure to include directional cues throughout your email. By doing this, you are drawing your users in and highlighting your primary content. Your visuals  will be used to get them to click on your call to action button. Effective imagery can come in many forms. Clear product photos are important features to have because they allow viewers to know exactly what they are being driven towards. The use of animated GIFs has become more and more popular in email marketing. Emails that use GIFs have been proven to increase sales by 12%. With that said, all imagery needs to serve a purpose and lead your viewers’ eyes directly to your call to action. 



Think Mobile

Every email that you create should be formatted so it is visually appealing on computers, tablets and mobile devices. Because of this, it is important to be very careful with adding text on images. It is also crucial to use short subject lines to ensure that words don’t get cut off or altered.  While text might come out clear on a computer screen, the formatting might not match up the same on a mobile phone. With that being said, make sure you use a mobile-friendly layout and preview your email in both “desktop” and “mobile” views before sending. 



Give these tips a try to get a high conversion rate on your well-designed emails!

20 views

© 2020 by Ansley Media Co.