Email marketing best practices that drive conversions
Email marketing might not be the newest tool in the box, but it remains one of the most effective for building relationships and generating sales. When you follow proven email marketing best practices, you can connect with your audience, drive more clicks, and increase conversions without overspending on ads.
Here’s how to create email campaigns that people actually want to open, read, and act on.
1. Understand Your Audience
If you’re sending the same email to everyone on your list, you’re missing an opportunity. Your subscribers have different interests, buying habits, and levels of engagement. Segment your list based on purchase history, location, or behaviour, and tailor your content accordingly.
The more relevant your message, the higher your chances of turning an open into a click and a click into a conversion.
2. Write Subject Lines That Get Clicked
Your subject line is the first impression. Keep it short, clear, and engaging, avoiding spam-trigger words that could push you into the junk folder.
A touch of curiosity or urgency works well, for example, “Your cart is waiting” or “Offer ends tonight”. Always make sure the email delivers on the promise of the subject line.
3. Keep Emails Short and Focused
Most people scan their inbox quickly, so keep your emails concise. Use short paragraphs, bullet points, and clear headings.
Your call-to-action (CTA) should be obvious, visually distinct, and focused on one main goal. A clear CTA is essential for boosting email marketing conversions.
4. Optimise for Mobile
With the majority of emails opened on mobile devices, a responsive design is non-negotiable. Use layouts that adapt to all screen sizes, compress images for fast loading, and make buttons easy to tap.
A mobile-friendly email improves user experience and keeps people engaged with your content.
5. Personalise Beyond the First Name
Adding a subscriber’s name is a start, but true personalisation uses data to deliver relevant content. Recommend products based on past purchases, send reminders for abandoned carts, or share offers related to previous browsing behaviour.
Relevant and timely emails feel more valuable, making conversions more likely.
6. Test, Analyse, and Improve
Email marketing best practices change, so testing is key. Experiment with different subject lines, layouts, send times, and CTAs.
Track metrics like open rate, click-through rate, and conversion rate, then refine your approach based on the results.
7. Balance Promotions with Value
Not every email should be a sales pitch. Mix promotional content with useful or engaging updates such as tips, insights, or behind-the-scenes stories.
When subscribers consistently find value in your emails, they’re more likely to open, click, and buy when you do promote your products or services.
In Summary
Email marketing remains a cost-effective way to connect with customers, nurture relationships, and drive conversions. By knowing your audience, creating strong subject lines, keeping content concise, optimising for mobile, personalising beyond a name, testing regularly, and balancing sales with value, you’ll be following the core email marketing best practices that get results.
Need better results from your email marketing?
At Gather Social, we help businesses create targeted campaigns that boost engagement and drive conversions. As your outsourced marketing department, we’ll plan, write, and optimise your emails so you can focus on running your business. Get in touch today to start building email campaigns that convert.
