designing your email to increase conversion

6 Tips for Designing Your Email to Increase Conversions

If you want to increase conversions, then you should spend some time on the design of your email.

Emails can be a great way to generate revenue for your business, but if your email isn’t well designed, it will never perform as well as it could.

In this article, I am going to give you six tips that will help you design an effective email that is sure to increase conversion rates.

1. White Space

The first tip is to use a lot of white space.

White space is the backdrop for your words and images, so don’t overcrowd it with text or visuals.

Your eye needs space to rest and process what it’s seeing, so be sure to include plenty of white space in your design.

Use a lot of white space especially for visual content such as logos and images.

If you overcrowd the background with too many elements, you will distract from the message you are trying to communicate.

2. Responsive Design

Make sure you are using a responsive design.

Your emails may be viewed on a desktop, tablet, or phone, so the content needs to be optimized for each platform.

A responsive design will make sure your email is formatted correctly for any device and the user can easily read what you are trying to convey.

3. Clear and Concise

Use a clear and concise subject line.

Try your best not to include any more text than necessary.

The recipient should be able to tell what the email is about just by reading the title of it, and if they can’t, then you will lose them as soon as your email hits their inbox.

4. Personalization

Personalize your emails as much as possible.

The more personalized an email feels, the better it will perform.

Include a greeting at the beginning of your email that lets them know who you are and how they should address you (i.e., Dear Jane).

That said, don’t overdo it.

When you receive a large number of emails all starting with your first name, it can be a turn-off for some.

Try changing it up occasionally, so that your personalized emails stand out and really are personal.

5. Color Selection

Make sure that you select a good color combination.

Colors that clash will cause people to have a negative reaction and they might decide not to read it.

You should avoid using a lot of different fonts, colors, images as too many visuals will distract the recipient.

Most email marketing platforms have templates that are already color-friendly, but if you are looking to customize your own, try using a color scheme generator.

6. Strong Call to Action

Calls-to-action are used to convert your email recipient by driving them towards the desired action.

A strong CTA is both persuasive and informative, encouraging readers to take the desired next step.

It might ask readers to follow you on social media, visit your website, chat with a sales rep, or become paying customers.

Your email should be visible, attractive and show why the recipient needs to click.


This post may contain affiliate links. Click here for my disclaimer.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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