How do you increase email engagement and conversions?

1 Know your audience

The first step to increase email engagement and conversions is to know who you're sending your emails to. You need to segment your email list based on relevant criteria, such as demographics, interests, behavior, or stage in the buyer's journey. This way, you can tailor your email content, tone, and offer to match each segment's needs, preferences, and expectations. Segmentation also helps you avoid sending irrelevant or spammy emails that could hurt your reputation and deliverability.

2 Write compelling subject lines

The subject line is the first thing your subscribers see when they receive your email. It's also the main factor that determines whether they open it or not. Therefore, you need to write subject lines that capture their attention, curiosity, and emotion. Use clear, concise, and specific language that conveys the value and benefit of your email. Avoid using misleading, vague, or generic phrases that could lower your open rate and trust. You can also use personalization, urgency, or questions to make your subject lines more appealing and relevant.

4 Design for mobile devices

More than half of all emails are opened on mobile devices, according to Litmus. This means you need to design your emails for mobile users, or you risk losing their attention and conversions. You can use responsive design to ensure your emails adapt to different screen sizes and orientations. You can also use a simple and clean layout, a readable font size, a single-column format, and clear and visible buttons. Avoid using too many images, videos, or attachments that could slow down the loading time or affect the deliverability of your emails.

5 Provide valuable content

The content of your email is what ultimately determines whether your subscribers engage with it and take action. You need to provide valuable content that educates, entertains, or inspires your audience. You can use stories, testimonials, case studies, tips, or other types of content that relate to your audience's pain points, goals, or interests. You can also use different formats, such as text, images, videos, or audio, to make your content more engaging and diverse. The key is to focus on the benefits and solutions that your email offers, not just the features or details.

6 Include a clear call to action

The call to action (CTA) is the most important element of your email. It's what tells your subscribers what you want them to do next, whether it's to click a link, download a resource, sign up for a webinar, or buy a product. You need to include a clear and compelling CTA that stands out from the rest of your email content. You can use a contrasting color, a large and clickable button, or an action-oriented phrase that creates a sense of urgency or curiosity. You can also use one CTA per email, or multiple CTAs if they have the same goal or destination.