Creating a high-converting email template is a combination of design, strategy and understanding your subscribers.
Understand your subscribers with segmentation
Understanding what your subscribers want from your email is crucial to increase conversion. Using data you have collected such as preferences and interests can help tailor campaigns to resonate with a specific group of subscribers which can lead to higher conversion rates. An exceptional 72% of buyers solely engage with content which has an element of personalisation.
For example, a building merchant has collected data from their subscribers about their interests eg. building, plumbing or DIY and created interest-based segments. They then use this information to send targeted campaigns to these segments individually which can add value to their campaigns.
Creating visually appealing and engaging content
Designing eye-catching email templates is critical to grabbing your subscriber's attention and keeping them engaged with your content. Using consistent branding throughout is important to continuously strengthen your brand identity and build a loyal relationship with your subscribers.
It is important to keep in mind that overwhelming your subscribers with graphics or images can increase the loading time of your email. Therefore it is important to use these elements appropriately to ensure your subscriber can benefit from the full visual experience of your email.
Mobile optimisation
Ensuring your content is suitable for mobile is key to crafting high-converting emails as 46% of email opens are through mobile devices. To begin this process you need to check your template is responsive to adjusting to different screen sizes, text size is legible and that the email design layout is the same as the desktop version.
Optimising your email for both desktop and mobile will ensure your email is accessible to all of your subscribers, therefore helping you reach a wider audience and potentially leading to higher conversion rates.
Testing and optimisation
Now that you have a high-converting email template you should test and optimise your email with A/B testing. There are different types of A/B which can be used to determine what resonates best with your subscriber base such as subject lines, copy and the visual display of your email.
For instance, you have decided to A/B test the copy specifically copy length, you have built 2 emails one with a short and snappy copy and then another with a longer more in-depth and detailed copy. Using this type of A/B test can help discover what type of email length your subscribers prefer.
In a nutshell, crafting high-converting email templates is significant for your email marketing campaigns. By understanding your subscribers and segmenting them appropriately can increase engagement with your content. Designing visually appealing content will reinforce your brand identity with your audience leading to the creation of a loyal subscriber base. Implementing mobile optimisation can increase the reach of your emails. Testing and optimising your email content is important to allow you to discover what type of email resonates best with your subscriber base. Using these best practices can help you build a high-converting email template which can contribute to generating a higher conversion rate.
Are you interested in uncovering more email template best practices? Get in touch today with mira Marketing to take your email marketing to the next level.