Email may seem an outdated marketing strategy today. However, email has been proven to be one of the most successful campaigns for brands when it comes to customer conversion. Regardless of the industry, many companies still use email marketing campaigns due to their high ROI.

In order to make people convert and become a customer, you should ensure that your email content is engaging and convincing enough for them to take one step ahead. More often than not, marketers have faced a low return for not optimizing their email campaigns. That’s why the whole process can be daunting for them in ensuring the triumph of email marketing.

However, there are many ways marketers can leverage email marketing and earn a good conversion. They can alter, add, or improve some aspects in the email to optimize the campaign.

In this article, you’ll find eight ways to increase conversion rates by improving your email marketing strategy.

1. Optimize email marketing for mobile

The overwhelming majority of email marketing campaigns reach subscribers from smartphones, so they have to be responsive. Mobile responsiveness has a direct impact on the conversion rate that marketers can get for their email.

A survey says mobile devices are responsible for 50% of open email rates. So, it becomes crucial to make your email work on mobile devices since most internet users use smartphones when accessing information.

2. Personalize your email marketing message

Adding personalized images or videos to an HTML email can increase the click-through rate by up to 300%. Further, it’s mentioned that the video thumbnail can boost engagement by 41% when it’s added to the email campaign.

Personalization also means that you cherish customers to a higher level. Messages aimed at a specific audience or recipient read differently. They will know that brands care about them as they do for their products. This allows them to make a deep connection with certain brands or products and develop loyalty in the long run.

3. Keep it short and sweet

Reports say that email subject lines with 6-10 words achieve 26% higher open rates than longer ones. Make sure you’re using the “less is more” strategy, especially when promoting something new. 

Your subscribers are most likely busy people who are subscribed to hundreds of newsletters. With this in mind, make sure your subject line is short and to the point. Otherwise, they’ll either skip it or will engage with your campaign later on.

4. Insert a compelling call to action

Make sure you’re reminding subscribers at every step what action you want them to take next by including a call to action. Be specific about what you expect from them, such as using the phrase ‘click here or visit us now!’ The more calls to action you include within one email, the higher open rates you’ll achieve if done right. 

Just don’t overdo it by bombarding your readers with links. That would be counterproductive because they won’t know which links are important enough to act upon, so all sign-ups would suffer as a result.

5. Use a simple template

Do not get carried away by the power of HTML. In terms of email marketing, HTML should stay simple and functional. 

Your subscribers just want to have a glance at your newsletter before deciding whether to read it or delete it from their inboxes. If you insert a ton of stuff they don’t need, chances are they will simply ignore it and will engage with your campaign later on.

6. Segment your email lists

One of the steps you should take to improve your open rates is to segment your email lists. If you send the same message to all subscribers, you will not target specific groups of subscribers accordingly. 

For example, if you want to send a discount code only to people already purchased from your website, organizing your subscriber base into different groups can help you accomplish that goal.

7. Use pop-ups effectively

When it comes to finding ways to increase email marketing conversions, using pop-ups is one way of achieving that goal. Pop-ups are effective because they immediately grab attention and give readers an incentive for clicking on them so they can subscribe or sign up without having to go through other pages that might sound laborious to them.

8. Monitor your email marketing metrics

Lastly, it’s essential to keep everything on track or as planned. The task of monitoring your email marketing metrics can be tedious, but it’s also crucial to your success. 

What you’d want to track here are things like open rates, click-through rates, and the total number of subscribers. These will help you determine the overall performance of your campaigns.


Email marketing has been proven to be a reliable way of marketing for businesses, and marketing for startups, and if you’re just starting out, these eight tips can help you avoid some common mistakes made by newbies in the field. Remember that it takes a lot of time and effort to get things going, but once your campaign starts gaining momentum, email marketing will prove itself yet again as one of the best ways to advertise.


Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). 

Twitter: @breadnbeyond

Email: [email protected] LinkedIn:

Posted by Elaine Bennett

Elaine Bennett is an Australian-based digital marketing specialist focused on helping startups and small businesses grow. She writes hands-on articles about business and marketing, as it allows her to reach even more people and help them on their business journey.