How To Increase Your Conversions

Conversion rates are one of the most important metrics in email marketing. For an optimal conversion rate, your newsletters should be structured in such a way that your recipients are redirected to your website through a call-to-action (CTA). Here, you can pursue different goals depending on your service.

Written by Hannah Krüger

9 Tips For Maximum Conversion Rates

Conversion rates are one of the most important metrics in email marketing. For an optimal conversion rate, your newsletters should be structured in such a way that your recipients are redirected to your website through a call-to-action (CTA). Here, you can pursue different goals depending on your service.


  • Purchase of a product
  • Booking an offer
  • Participation in an event

To increase conversions, the structure as well as the design of newsletters plays a crucial role. Mistakes or friction points will cause you to lose potential customers that you can't win back. The following tips will help you minimize these and increase your conversions.


1. Start With The Subject Line

To increase your conversion rate, you need to start at the beginning: Motivate your recipients to open your email. Choosing the right words is critical to whether your mailings get opened. As your emails are received on different devices, the visibility of the subject line changes as a result. Therefore, make sure that the line is meaningful and relevant in four to five words. To make your mailings stand out in recipients' inboxes, it's also a good idea to use emojis like 📩💙⭐️🎉. 


2. Specify The Name Of The Sender

An important step to get more conversions is to build trust with your subscribers. Even with the help of simple tricks, you will establish a connection between you and your recipients. For example, for the sender, don't just include the name of your company, but also the name of an employee, such as “Max from JUNE.” A sender name that includes a “from” makes it seem more personal and thus increases your open rate.


3. Pay Attention To The Preheader

In addition to the appropriate subject line and sender, the preheader is also responsible for your open rate. A preheader is a short text that is placed directly below the subject line. Even without opening an email, the preheader can be read by recipients. Therefore, you should already hint here what the reader can expect in the mail or what is offered. To increase interest among your recipients, offer added value such as discounts or limited time periods for promotions directly in the preheader. Under no circumstances should sentences such as “If you no longer wish to receive this newsletter, please click here” be displayed. So make sure that the first sentences of your email don't start in the footer.

4. Test Email Clients

Your recipients use a wide variety of email clients, such as Gmail, Outlook, and Apple Mail. The different systems may cause differences with your designed newsletter. Important elements such as CTA buttons, headlines, and images may slip and preheader and subject lines may be displayed incorrectly. Because of such friction points, there is a high probability that your campaigns will not be opened, your conversion rates will drop, or your readers will unsubscribe from the newsletter. Therefore, make sure that all email clients display your designs and content perfectly.


5. Use Call-To-Actions

The majority of your recipients read your mailings in a hurry. Therefore, after opening an email, it should be immediately understandable what you want to achieve with the mail. To do this, place a clear CTA at the beginning of your mail which immediately catches the eye with a great design. This way, your subscribers will understand your goal, even if they don't have time to read the entire content. Make sure that the CTA button is immediately visible even within the mobile view and does not slip down due to the responsive design.


6. Address Your Recipients Personally

Segment your subscribers by relevant characteristics such as age, gender, and location. Using customer information, you can tailor content and offers to appeal to your recipients. Examples of customized content include discounts on birthdays, location-specific events, or recommendations for their next purchase. A customized subject line also increases your open and click-through rates. Your recipients will feel individually targeted and will generate interest in the content.


7. Make Sure You Have A Responsive Design

Your mails are mostly opened and read via a mobile view. Therefore, always test that your email campaigns are not only displayed optimally on all end devices, but are also displayed correctly in all email clients. If lead forms, pop-ups, images, and content are out of place, there is a high probability that your emails will no longer be clicked due to unattractive design or that your subscribers  will unsubscribe.


8. Divide Content Into Sections

If you still want to share a lot of information with your subscribers, it is helpful to build blocks or sections to separate and structure content. To do this, select some space between the respective sections in the JUNE Editor. There is also the option of creating a suitable CTA button after each block, with various calls to action such as “Read More”, “Book Now” or “Shop Now”:


9. Keep It Simple 

Whether there's a lot of content or just a small message, personalized or generalized, your message should always be conveyed and understood easily. Few people take the time to read your entire email. Therefore, pay attention to an appealing design as well as to minimal content. The first impression always counts.


Not all of your subscribers will immediately follow your call-to-action and buy your products, even though interest has been raised. Aspects like money, mood, and individual buying behavior play a role here. Nevertheless, some remember your website after two weeks and are suddenly motivated to buy your products. Therefore, it is not only important to track open and click-through rates of your email marketing. You also need to track all links based on parameters you use for your email campaign. This way you can always see on the basis of which paths your customers have bought a product.


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