Marketing December 16, 2019 Last updated February 10th, 2020 1,555 Reads share

6 Tricks to Improve Your Email Conversions in 2020

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Email marketing is one of the most effective marketing channels. For every $1 spent, you can generate $32. The conversion rate for emails (2.3%) is higher than direct traffic (2.0%) and social media (1.0%).

With competition growing every day, it’s essential to find new ways to entice subscribers to take action on your emails. 

Let’s have a look at the top six tricks to improve your email conversions in 2020. 

Segment Your Email List

Segmenting your email list helps you personalize the email campaigns. Marketers who segment their email campaigns see a 760% increase in revenue.  

Look at these metrics to segment your email list effectively. 

  • Preferences and interests. 
  • Purchase history. 
  • Demographics.
  • Browsing behavior.
  • At what time of the day, they open most of the emails.
  • Open rate. 
  • Purchase frequency.
  • Stage in the sales funnel. 
  • Inactive subscribers.

By understanding the specific characters of your subscribers, you can create tailored and relevant content for each segment. Relevancy is one of the key factors that can help you boost the conversion rate and retain customers. 

The more specific your segmenting is, the better your conversion rate will be. Segmentation also helps you become personal with your subscribers and show them that you are considering their unique needs. 

Customize Your Subject Line, Sender Name, and Content

47% of subscribers open emails based on the subject line alone. Your subject line is one of the most important things that determine the success of your email campaigns. 

When it comes to customizing your subject line, keep these things in mind.

  • Write short, descriptive subject lines. 
  • Create a sense of urgency, relevancy, or curiosity.
  • Personalize your subject line (by using the recipients’ names).
  • Leverage preview (pre-header) text to add further relevance to your subject line. 

You should also offer compelling content to your subscribers. Everyone’s busy these days. A good subject line can’t help you boost conversion rate if the email copy fails to capture the prospect’s attention. 

Neil Patel does this brilliantly. In one of the subject lines, Neil Patel writes “Here’s what will happen that nobody is talking about” while in another one he mentions “How to find thousands of keywords for free?”

This creates curiosity in the reader’s mind, forcing them to click on the email. Neil then redirects users to his website. Also, Neil always sends emails from his name to make it look it’s coming from a real person and not a company. 

The sender’s name is usually the first thing a person notices in an email. Therefore, it is essential to use a more recognizable name. What I mean is, you should be using your name rather than a generic company email address. Also, make sure that your subscribers always get emails from the same sender. 

Use an Email Signature

A personalized email signature can quickly grab users’ attention. Email signatures can build trust and brand awareness without making it too obvious. Besides, it shows that your subscribers can easily reach you.

To make email signatures more effective, you can include a CTA or banner. You can add a link to your blog, a recent event, list new products, or even “schedule a meeting” banner. 

Have a look at the below email signature for a real estate agent. The signature has a great CTA that encourages people to click on it. 

Here are some excellent email signature examples to use in your next campaign. 

Ensure that your email signature is well-structured, attractive, and optimized for mobile devices. Nothing will scare off your prospects more than a big and messy signature look.  

Make Your Emails Mobile-Friendly

Nearly 60% of emails opens are on mobile. Also, 42.3% of consumers will delete an email if it isn’t optimized for mobile.  These numbers show how important it is to optimize your emails for mobile. 

These steps can help you create mobile-optimized email campaigns. 

  • Make the subject line shorter (30-35 characters). 
  • Provide enough white space so readers can easily read your emails.
  • Use large fonts to increase readability. 
  • Make the links easily clickable. 
  • Compress the images to improve loading time.  
  • Keep your email width under 600 pixels. 

When optimizing your emails for mobile, test campaigns to find which elements are working perfectly and which are not. Run an A/B test to evaluate the performance of your campaigns on various devices. 

Use a Strong Call-To-Action

If you want your users to convert, you need to redirect them to your website. You can’t expect them to read your email and open a browser to visit your site. 

These things can help you create a strong CTA that converts:

  • Keep the CTA above the fold. 
  • Create a persuasive copy. 
  • Use contrasting colors.
  • Limit the number of choices (CTAs).
  • Use Verbs such as try, get, learn, grab, etc. 
  • Create a sense of urgency (e.g., shop before Christmas).

Buzzsumo surely knows how to create an excellent copy along with a CTA to boost conversions. 

They followed a step-by-step approach from informing users about the trending content to creating content that matters the most to their audience. In the end, they used a verb in the CTA to develop a sense of action. 

Keep testing your CTA to understand what’s working for you and what isn’t.

Set Up Behavioral Triggers

Behavior triggered emails are sent when a user takes a specific action on your website. They improve conversion rates as they are sent every time an action is taken. 

You can set up automatic emails for these types of events:

  • Pageviews or content download. 
  • Abandoned cart. 
  • Blog subscription welcome email. 
  • Form submissions. 
  • Watching product demos. 
  • Webinar registration. 
  • Free trial expiry. 

Patagonia, an American clothing company, sends email reminding users that they have left a product in their cart. They use the CTA “Complete Your Order” and to increase the chances of conversion, they also offer free shipping. 

It is up to you if you want to send an extra offer to abandoned cart users or just an email reminding them about the product. Test both versions and see what’s working best for you. 

Make sure that each email is relevant and provides value to the recipient. This will increase the chances of conversion. 

Final Thoughts

Email marketing, when done right, can help you win back inactive customers. Segment your email list based on various characteristics such as browsing behavior and stage in the sales funnel. Customize your subject lines and include an email signature to make the email look personal. Also, optimizing your emails for mobile, adding a CTA, and setting up behavioral triggers can all help you boost conversions. 


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Joydeep Bhattacharya

Joydeep Bhattacharya

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