14 of the Best Email Marketing Examples That Work (and Tips to Maximize Conversions)

Do you want to experience a dramatic growth in your business?

If yes, then you need to pay attention to this in-depth article. You’ll learn amazing new things about email marketing, and how it can push your brand to the spotlight.

In this 21st century, the method of reaching out to the target audience has changed. The way to get people to purchase your products and services is taking a new turn.

Trust me, email marketing is a game changer.

It’s a great opportunity to promote your app icon.

Throughout this article, you’ll see credible examples of email campaigns that helped new and existing businesses achieve tremendous success online.

Wait, are you wondering whether or not email marketing is still reliable?

Based on how much it cost to build your app, you should be using inexpensive marketing tactics to promote it.

In my own experience and testimonials from other brands, email marketing still remains the ultimate lead generation and sales technique in content marketing.

Marketing Schools stated that email among others generates up to $40.56 for every $1 invested.

ROI by marketing tactic

Therefore, it’s very safe to invest in and leverage email marketing to expand your business – because it’ll definitely pay off.

The effectiveness of email marketing can never be over emphasized. It’s faster, convenient and easily accessible anywhere.

Though with various social media networks like Facebook, Twitter, Linkedin, and more, many believe that if email marketing doesn’t work for them, they can easily switch.

But here’s what you should know…

Email marketing is not an option. Yes, you may decide to generate leads through Facebook Ads, Google AdWords, or native advertising, you’ll still build relationship with your target audience.

And this is where email communication comes in.

If you combine the engagement that you get from all social media platforms, I can boldly tell you that you’re 40x likely to gain new leads and increase conversions with email marketing.

Getting Started With Email Marketing

If we begin to highlight the advantages of email marketing over social media, this article will be longer than this. So, let’s try and keep it brief.

As I recount several successes that brands have achieved through email communication, you’ll have no doubt or fear whatsoever. You’ll simply do it.

These strategies work really well if you just built a mobile application.

It doesn’t matter whether you’re a newbie or an established brand, all you need is the right email marketing strategy, coupled with these five focus areas to kick off your success ball.

Email Marketing Focus Areas

The right strategy gives you a step further, so that you can reach out to a massive audience.

While that’s happening, you’ll acquire new leads and retain existing customers by delivering immense value.

Make no mistakes, email provides the most direct communication with your target audience.

The sole purpose of sending follow up emails or newsletters to your audience is to build strong relationship with them, promote your products, and get new customers – since they’ve indicated interested in your offer by subscribing to your list

All these are channelled towards making sales and increasing revenue.

Before we delve into the case studies, you need to know that all email marketing software aren’t created equal. Some works better than the others in terms of user data collection and analysis, speed, accuracy, user friendliness, flexible templates, etc.

If you’ve to choose the right software, focus on the one that puts the recipient first. And aims to deliver emails that are free of SPAM.

And of course, choose a software that can handle different types of email campaigns (e.g., product promotions, newsletters, coupons and discounts for future sales).

Taking it a step further, here are the best email marketing examples from 14 trusted brands that work:


1. Runkeeper

This is one of my favorite examples, which inspires me at all times to keep building my email list.

First, a quick overview of Runkeeper.

Have you always wanted to keep tracks of what matters most to you? Well, we all do.

Runkeeper is a tool that helps runners keep flexible tracks. The tool helps people get out of the door and stick to it – running.

If you relate this to building an audience, then you’ll agree with me that the goal is to improve engagement with your audience.

According  to SmartInsight, 34% of marketer’s top priority in 2016 is to increase subscriber engagement.

Email top initiatives

As you can see, Runkeeper’s audience need motivation from within. They don’t necessarily need any outside force to get them out of the door – and keep running.

Runkeeper understands email communication pretty well. With every communication, the brand aims to bring its users back – by being very friendly.

runkeeper example

At a glance, you can see that Runkeeper has a friendly strategy.

The email newsletter highlights latest improvements and benefits that users will get if they return. See: it uses persuasion power to entice lost prospects.

If you’re going to use this approach, then, your email should ignite the fire in users, especially those who no longer respond to your emails. Be gentle and communicate clearly.

Runkeeper uses phrase like “Hi friend” and “You rock”. These are words that can appeal to your customers. It’s welcoming, and makes them feel valued.

Avoid any form of aggression in your emails. If your subscribers aren’t engaging with your brand or emails, being aggressive or excessively demanding will further keep them running.

When people open your emails, they should feel excited to read it. Cognique confirms that 91% of customers checks their email daily. Therefore, do not shock them with aggression when they open their inbox.

email consumption rates

If you want them to come back to your blog, store, or attend your live event, be nice to them and focus on offering them benefits. This is a lesson that Runkeeper is trying to teach you.

Ideally, you should segment your email list so that your emails get to a select group of targeted recipients. This will surely increase open rate and click-through rate.

segmentation is key

Segmentation is also important. Emails you created for the new leads should be different from that of your loyal customers.

All of your email subscribers aren’t on the same stage of the customer buying cycle. And it’s your responsibility to cater to everyone of them.

buying cycle

If you embrace and execute Runkeeper’s email campaign style, which may be informal or different from what you’re known for, but because it’s friendly and encouraging – you’ll win more customers.


2. UncommonGoods

To make it through email marketing, you may have to revisit your call-to-action. How your CTA is formatted determines whether or not your customers will take the right action.

One of the ingredients of effective call-to-action is a sense of urgency. Without sounding too pushy or desperate, you still have to nudge your customers to take action now, not later.

alarm clock scream

UncommonGoods, an online retail store that sells unique gifts, jewelry, and home decor and more, garnished its email newsletter with “urgency.”

The brand shows how a sense of urgency should be formatted, designed and sent to customers – in a way to prompt them to act instantly.

uncommon goods example

Humans don’t want to lose an opportunity. Psychologists call this the “Loss Aversion.”

Looking at the newsletter from above, you can see how urgent, simple, and direct the call to action is. Interestingly, this gets the recipients to take immediate action.

Unfortunately, if your email CTA lacks urgency, you have equally succeeded in fanning the hot desires of your customers to coldness. Maybe, the next time they visit, the interest may have worn out.

Which of these CTA copy is more appealing and persuasive to you:

“Don’t you think Mom would’ve liked a faster delivery?” and “Buy your Mom a present for mother’s’ Day!”

Truly, both of them are good, but when I read the first, I wish I could act now. So also will your customers.

UncommonGoods has developed a smart email strategy that convert sales faster, improves brands, get loyalty and trust. With a compelling website as this, the email campaigns need to be unique as well.

uncommon goods site

The brand understands how to use customer appreciation, effective branding best practices, and urgency-based CTA to entice customers.

Email is still making waves in digital marketing world. All you need is an effective strategy to excel.

Millions of your target audience are already engrossed to emails. Recent data from Email Monday shows that email is the most popular activity on smartphones.

app popular activities

If you ask me, I think that you should look into mobile marketing as well. Incorporate mobile into your email marketing strategy and you’ll see significant results. More so, mobile users are motivated group of consumers.

You can see how UncommonGoods uses smart marketing techniques to generate more sales and increase business revenue.

Follow the footstep of UncommonGoods, engage your customers with appreciation and urgency-based call-to-action. You’ll definitely improve open email open rate and increase sales.

3. Bonobos

If you want your target audience to be active, then you need to be interactive with your emails.

Interaction leads to action.

It gives your leads and customers a reason to stick to your brand.

Similarly, fun and curiosity are customers’ pain points that you must satisfy if you want to make impact and get more people to open your emails.

bonobos strategy

In your email campaigns, create a simple and clear call-to-action. This is a smart way of inducing your target audience to click.

Bonobos showed an interactive and simple email campaign that inspires customers to action.

bonobos email example

As you can tell from the exact email sample above, the customer is only required to select the size, with a simple click and that’s all.

Truth be told, initiating engagement is the easy way to get customer’s attention.

Look at Bonobos email campaign, it looks so simple, doesn’t it?

But it works.

Can you build your email campaign this way? You’ll not regret it.

Ambiguous messages will disengage your email subscribers and customers. Break down your message and make it plain. Use simple words and terms that people understand.

Your email will get better results if you provides enormous value to to your customers. Bonobos knows this secret. Hence, they don’t send junks that land in the trash folder as soon as the recipient gets it.

On the flip side, sending too many emails to your customers will not work. In fact, it could piss them off. Respect their inbox.

SmartInsight confirmed that 2 – 3 post per month converts higher than bombarding your customer’s inbox everyday with emails.

Email timing

Another proven email style Bonobos uses in its campaign is good-looking graphics. Of course, these graphics are relevant to the topic. In all, visuals don’t fail, no matter the platform.

4. Focus Pointe Global

Focus Pointe Global, a firm that has facilitated marketing research discussions for 25 years have a huge database of email audience.

The ultimate strategy is to convert casual leads into loyal focus group members. Because, then, 43% of them will spend more.

Loyalty program impact

And to make that happen, the firm decides to use a simple strategy, and in a few words, describe what their email campaign is about.

SIMPLICITY is key to Focus Pointe Global, and their email strategy.

See how simple Focus Pointe Global displayed its key word, “Online Survey Invitation.”

This is simple and clean, right?

focus pointe copywriting and cta email

Also, Focus Pointe Global explained to its customers what they’re getting into, what the survey is all about, the benefits of taking the survey, duration of the survey, and where to begin.

Your email campaign should be similar or even simpler.

When critical information appears in the email subject line, and are provided in simple terms and short, it catches people’s attention as they scan through their email messages.

If your information is clear only at the end of your email, it’s a deadly mistake, because your audience may not be patient enough to read through. BTW: Who does?

Therefore, from the start, tell your viewers your focus point, so that they can make informed decisions quickly.


5. Amazon Local

Should I be honest with you?

All right, I’ve your permission now.

If you create simple emails, and include a single call-to-action, more people will take action. After all, they’re not required to do much.

Amazon Local does it well. Occasionally, the company sends out emails, requesting for user’s feedback. The interestingly aspect of it all all is that the CTA appears natural. It flows smoothly into the short email.

amazon local email marketing

As a retail brand, Amazon Local has a simple but great strategy that you can learn from. This enables the audience to click on a simple button or link and give their feedback.

From choices made by clicking “likes” and “dislikes”, Amazon Local will know exactly what users want. Your click becomes a request – therefore, emails that will be sent to you will be filtered to suit your request.

When users click on the “telling us” link above, they’re referred to the landing page below – where they’ll either select like, neutral, or dislike.

amazon local deal preferences

More importantly, your call-to-action should agree with your landing page. And make sure that both are simple for the user.

Sadly, when CTA is clear but the landing page isn’t, it renders both useless. Let simplicity guide your steps.

But why is being simple in your emails so vital?

Well, isn’t it obvious?

Majority of your customers and email subscribers are lazy. They lack the courage to concentrate and read through. To solve this problem, draw their response by making them take simple action steps (e.g., like or dislike).

When writing your email subject line, focus on the benefit. Make it simple.

Here’s an infographic on subject line “do’s and dont’s”:

subject lines dos & don'ts

By personalizing its offers and aiming to get user feedback, Amazon Local now knows the pain points of its customers and what they want. And the emails are well tailored for them.

Don’t neglect personalization. Econsultancy confirmed that up to 61% of customers are satisfied with your marketing campaign if you personalize it.

automation & personalization

Personalization is knowing and speaking to your target audience individually because their problems will never be the same.

It’s ideal to speak to your customers specifically, based on their needs and behavior. Don’t assume they all face the same problem.

When you adopt this strategy, your audience will read the emails sent to them, because, the content is relevant to them: they can see their “likes” – because you’ve filtered out their dislikes.

6. PayPal

PayPal is the world’s most popular payment processor, used by millions of small, midsize and multinational companies. I’m sure you use it too.

For a long time, PayPal uses email marketing to build quality engagement with users. You’ll see how creative and strategic the brand, throughout this section.

PayPal is unarguably the best payment processor that gives users a lot of benefits. And the company is proud to hone it.

Since 70% of customers prefer to receive content via email than other social media sources, according to Campaign Monitor, PayPal capitalized on it.


Now, they understand that when people settle bills or receive payments, the underlying motivation or mindset is more important than the “money” itself.

PayPal documents customer’s journey before, during, and after processing payment.

PayPal Split the Check

In like manner, when you send and receive funds from friends, clients, and other people, PayPal collects their data, documents them, and begins to build relationship via email.

Hey, this is a powerful growth strategy.

In the email template above, you can see that Paypal’s email marketing campaign connects food and friends, which we can relate with instantly.


But as you already know, paying for meals for all your friends isn’t a good feeling, especially when you barely have enough to sustain you.

However, PayPal makes it easy, such that friends could contribute to pay using PayPal in 3 simple steps, with their smartphones.

Their strategy and simplicity attracts more users to PayPal to offset their bills, thereby leaving their contacts willingly but unknowingly. Great idea!


7. Harpoon Brewery

I can’t say this enough: email marketing success is driven by relationship. There’s a popular saying that “the money is in the list” – but the truth isn’t far fetched.

The money is actually in the relationship that you’ve built with your customers.

Come on, there is no better way to strengthen your relationship with existing customers, than to consistently send educational and inspirational emails – to show that you truly care.

Harpoon Brewery example

For instance, if you send emails to congratulate your customers during birthdays and wedding anniversary – they’ll feel honored.

Though, modern day emails are automated, yet, they’ll feel that you’re writing it to them right now. It sends a strong signal that you care.

When you send birthday messages to customers, you’re extending a hand of friendship. They‘ll respond invariably.

Make sure that your email is timely. Because you want to address the present issue (e.g., birthdays).


8. Rip Curl

Rip Curl is a globally recognized brand, which caters to surfers since 1969. The company values its users. With this as their main aim, they’ve worked tirelessly to ensure the satisfaction of their customers.

ripcurl website

Helping your customers find exactly what they’re looking for is an act you must cultivate, because when customers are satisfied with your service as shown in this chart, you’re likely to make more sales.

customer service impact

Rip Curl is truly a successful brand, yet, they embraced email marketing and have extremely grown their market size.

After they launched an innovative and mind blowing wrist watch, which allows the user to monitor their surfing, register their top speed and distance, and easily  synchronise data with it for easy access, Rip Curl thought it wise to leverage email marketing.

As you’d expect, they generated a lot of sales through emails, and new customers who came through word of mouth subscribed to the list, too.

Here’s a sample of Rip Curl’s email:

ripcurl email example

Although I’m not a surfer, but this email is so captivating and satisfying, if you ask me.

As a credible brand, Rip Curl is creative enough to develop an outstanding headline to power the email.

The headline is simple:

“Join the revolution.”

With this headline, it psychologically attracts the reader to read further in order to know what this revolution is about.

Nobody likes to be behind, we all strive to be in the moving train. This made a lot of people to act and purchase their own surf wrist watch.

At the end, the email campaign was successful, and generated a lot of sales. If you decide to use the Rip Curl’s email marketing example, then ensure that you inspire customers first – before asking them to buy.

9. Bonafide

Bonafide is a medical billing solutions company that assists medical practitioners, hospitals, health institutes in lead conversion. When it comes to lead nurturing, Bonafide uses email marketing to drive growth.


Getting people to read your email is more important than sending it. It’s become a normal scenario to get not less than 15 emails in your inbox a day, and still find it difficult to read them.

According to Business Insider, it’s clear that “people either check email all the time, or barely at all.”

how often we check emails

We open emails we have no interest in, just to get them marked as read. And probably differentiate it from fresh emails that will soon come in. But we’re not engaged.

As a brand that listens to customers, Bonafide isn’t ignorant of this fact. In every email they send, there’s a section that reminds the recipients why they’re getting such emails.

bonafide guides

The first paragraph of their email reminds the customer about their previous activity with them. And further explains the specific reason, why they’re sending the email.

This makes it easier and faster for the reader to ascertain the usefulness of the email, and possibly take action.


10. jetBlue

No doubt jetBlue has one of the best email marketing campaigns you can ever think of. Here’s a sample of their email to subscribers. What would you do if you get such a beautiful email?


See, the email evokes emotion. But there’s more: it’s engaging and useful. From the header to the call to action, they were able to hold the reader’s attention..

They used questions to draw the customer in. And they further made it more interesting by personalising the email.

This puts the customer at an advantage.

And finally they’re able to create a perfect call to action, by showcasing their service with a free gift that comes with it. You can glean a lot of lessons from jetBlue’s email campaign.

Gifts and discounts will always engage your customers via email. Data from Fit Small Business found that 70% of customers are more likely to try a new brand – because they offer discount or free gift.

Coupon emails

jetBlue succeeded in using the header, coupled with 3 amusing points and a strong call to action, to get recipients to act now, without forcing them.


11. Canva

I must confess that I’m a big fan of Canva. The most interesting aspect of their email – is its simplicity.

According to Credit Monkey, more people are likely to act, even without reading the whole content when it’s simple and clear – which is exactly what Canva did, and you can do it, too.

They also use large white spaces, which make their product well pronounced. Using an attractive color that’s different from the rest makes it more captivating and precise for readers to tell the focus point.

They always notify their subscribers each time they have a new layout design, just like the screenshot below.

canva email example

The email explains briefly the new layout and allows users to preview it. It doesn’t stop there, they further motivate subscribers to give it a try.

I got an email from them recently, when I was about going to bed. I was just rounding up with a couple of stuffs online. Even though I was so exhausted. But I managed to open up the new message pop up on my system.

I never realized how much time I’ve spent scooping through each of their layouts, till my alarm got my attention. It was definitely captivating.

12. Buzzfeed

Buzzfeed is popularly known for a lot of things like Cats, memes, funny things, technology, politics, and entertainment.

With this variety of options available to the readers, it becomes very difficult to detect specifically which topic/article a reader is interested in.

To tackle this problem, email segmentation would help. For example, Ebay used email segmentation to increase sales, according to Smart Insights.


More so, brands and digital marketers will have a need for segmentation in 2016. [source]

Buzzfeed is smart. They employed an easier and optional way: They created lots of different newsletters, which readers can subscribe to depending on their choice.

Email segmentation is easy if the foundation is set aright. As you can see, the pattern of email is clearly chosen by the readers, specifying which topics/articles they would like to receive.

Of course, Buzzfeed records consistent traffic, engagement, and sales, because their emails goes to the target readers.

Similarly, Buzzfeed has an attractive way of presenting their emails, which makes it captivating even without an image.

buzzfeed emails

They usually have a well crafted subject lines and a simple preview text, short and straight to the point. With the subject line complementing the preview text, and vice versa.

pasted image 0 2

For instance, the screenshot above shows a subject line, which is a command. While the preview text appears to be the next logical thought to come after it.

Likewise when a question is asked in the subject line, the preview text comes like an answer to it.


13. Cook Smarts

I was at a friend’s place a month ago during my vacation. Although she’s not a certified chef, but she loved to spend time in the kitchen.

Which I so much loved about her, because she has a perfect way of arousing your appetite with her meal, even when you don’t feel like…

But after a period of time, I noticed that she spends lots of time on her phone. Even when she’s in the kitchen.

The most surprising event, was the day I entered the kitchen unnoticed. I stood there close to half an hour, without her noticing my presence.

I became very curious to know what exactly she was doing with her phone, so I slowly tip-toed close to her, only to discover she was just glancing through a bunch of recipes.


Upon further inquiry, she told me that she receives variety of recipes on her inbox regularly. So, I decided to take a further look, and study the newsletters sent by Cook Smarts,

The newsletter was useful. But I discovered that what captivates most people in their newsletter, isn’t the appetizing recipes, but the format they’re presented.

This is key.

cooksmart weekly eats emails

Each Cook Smart’s newsletter has three separate options the subscriber can choose from (i.e., menu, kitchen how to’s, and information).

This makes it more convenient for customers to read, since they actually know the exact option that will interest them.

They also made it easy with ‘forward to a friend’ call to action, which lies at the top right side of the email.

Again, this is a good idea you should probably try in your email marketing. Statistics found that customers that are more willing to pay for your product, if it’s recommended to them by a friend.

top 3 trusted sources


14. Dropbox

Dropbox is a cloud-storage solutions company.

They’ve been in the trenches for a long time. Before I show you their email marketing example, I’ve a question for you.

Did you observe that most often when you receive an email from a new brand or marketer, you tend to react positively to it – compared to an email from a brand you’re subscribed to, but not using their product?

This usually happens when customers get sick and tired of receiving email newsletters from their hitherto favorite brand that no longer cares about them.

These customers may not unsubscribe, but they’ll not open emails or take actions, nonetheless.

For a long time, Dropbox has suffered this plight. Hey, the company caused it.

But the good news is, Dropbox didn’t give up on its customers. Instead, the company devised a better way of reaching out to their customers with a good email. Their new found “come again to us” method, dazzled the customers.

It’s more like retargeting.

In case you’ve not heard of retargeting in marketing, this is a good example of it. Lots of business success were attributed to it.

Feel free to use it, because at times most customers will become inactive. So you use it to remind them that you’re still there for them. Dropbox does that by showing the “before” and “after” pictures.

dropbox email

At a glance, you can see that the email is brief and full of benefits. Dropbox sent the message with a very clear caption that assures the user of immense value, if they come back.

If your email subscribers are no longer active, use the Dropbox email marketing example to re-engage them and build a thriving business.

How to Maximize Your Email Marketing Conversions

If your email marketing campaigns aren’t getting good results, you might be wondering what’s going wrong. Odds are, you’re having a trouble converting your subscribers. Many people think that all you have to do is build a list, and then send that list emails.

What matters most is getting the subscribers on a list to take action. If your subscribers currently aren’t taking action, you might be interested in learning how to improve conversions.

In this post, we’re going to look at nine strategies that you can use, in order to improve email marketing conversions. We’ll look at a variety of topics, such as writing better emails and knowing when to send emails — all in the name of improving conversions. This section should give you a clear sense of what you can do in order to improve email marketing conversions in your own campaigns.

Ensure That You Have the Right People on Your List

At the core of your email marketing campaign, is going to be your list. If you don’t have a list, you don’t have the ability to run an email marketing campaign. However, just having a list, is not enough.

You need to make sure that you have the right kinds of people on your list.

If you don’t have the right people on your list, there will be a mismatch between what you’re trying to communicate, and what subscribers actually want to learn about. If you bought your list off of someone, then there is a chance that you don’t have the right people on your list. If you are looking to launch a new product, but you’re using a list from an old business, you need to be careful too. If the product being sold was completely different — your list may once again comprise of the wrong kind of people. If you want to ensure that you have the right kinds of people on your list, consider launching a fresh list building campaign.

When building this list, explicitly state what your email marketing is going to be covering.

List Segmentation

List segmentation

If you have a large list, that you think includes some people who will be interested in what you have to offer, consider list segmentation. This is where you split a large list into sub-groups. This can be a little tricky if you have a large list, though the time you spend to segment a list may save you money in the long run.

Understand Your Audience Well

Just because you have the right kinds of people on your list, doesn’t mean that they’ll devour every email you send to them.

Odds are you’re going to be sending your list pieces of content, in order to build a relationship with them, and to subsequently earn some goodwill. 82% of people open marketing emails, but if you send subscribers information that is not relevant to them, they won’t want to open your emails. Therefore, take a moment to really think about what your audience is struggling with. If your list is about webinar marketing; sure, people might want to know which platform is best when it comes to hosting webinars. Though what might be more interesting to learn, is how you can improve attendance rates.

For those looking to get started in the world of webinar marketing, attendance rates is much more pressing issue than choosing the right webinar platform. And so if you can provide a piece of content that solves a pressing issue, as just mentioned, you’ll be creating emails that people want to open!

Vary Your Content

Another way you can maximize conversions, is by varying your content. For instance, if you’re always sending people to a blog post in your emails, why not offer something else, that provides even more value?

An example of this, might be a 45 minute webinar, or a Google Hangout, where people can ask you questions, or can see live demonstrations of your product. By experimenting with other kinds of offerings, you’ll be one step closer to creating an email that people actually want to interact with. You could even survey your list to find out what kinds of content your list wants to receive more of.

Use Analytics to Study the Data

Once you’ve taken care of the fundamentals above, you can then think about studying the analytics data provided by your email marketing platform. At first, the data provided might be somewhat overwhelming.

Use Analytics to study data

But what you’ll want to do, is look for patterns, to see what is actually working in your campaigns. Here are a few of the things you’ll want to monitor.

Open rates vs. time emails are sent

What you will find, is that for your list, emails sent at a particular time receive higher open rates in relation to other times. Each list is going to be different, and so you can’t just read a blog post and expect to know what the best times are to send emails. However, by analyzing the data provided by your email marketing platform, you’ll be able to pinpoint the best time to send emails.

Now, of course, this is assuming you vary the times you send emails. But if you don’t, it might be a good idea to experiment with a range of different times. We’ll talk a bit more about split testing later, but consider sending morning emails, afternoon emails and evening emails. See which time period gets the highest open rates, and then start adjusting mailing times by the hour.

Content type Vs. Click-through-rates

Content / CTR

You’ll also want to monitor which forms of content get the best click-through-rates.

When you have this information, you’ll be able to figure out the kind of content your audience resonates with most, and hence you’ll be able to provide more of it in the future.

Image rich emails vs. Plain text emails

This of course, depends on the niche that you occupy. E-commerce websites sometimes need to send emails that are very image heavy. Either way, see which emails perform best — those with a lot of images or those that don’t have any images at all. By analyzing the data, however, you’ll be provided with a definitive answer.

Adjust the Copy

Another thing that can massively impact email marketing conversions, is the copy you use. To keep things simple, we’ll split email marketing copy into two categories — the subject line & the email body.

Subject line copy

When it comes to subject line copy, there are a ton of things that you can experiment with. However, here are a few things that you can try right now.

The first is to use numbers. Just as with blog titles, you’ll find that numbers can help increase the open rates on your emails.

The second is to use questions. Questions cause people to stop and think. If your question causes enough intrigue, recipients can’t help but open your emails.

The third is to use words that are relevant to the audience that belongs to your list. Chances are you can think of 3-4 keywords that your list really identifies with. By using these keywords, recipients will keenly open emails, because they know the email is of relevance to them. There’s data to show that for B2B companies, when the keywords ‘money,’ ‘revenue,’ and ‘profit’ are used, open rates rise.

The fourth is to use brackets. Brackets give you permission to say more in your subject line, without over complicating things. You could, for instance, use a bracket to include a call to action, or mention that there is a ‘bonus inside.’

The fifth is to use the recipient’s name. As we’ll discuss later, personalisation can greatly impact how people relate to your emails. In fact, personalized subject lines get a 22% higher open rate.

The sixth is to use some urgency.

Urgency emails on subject lines

Urgency can encourage action, as recipients will know they have a limited amount of time to benefit from whatever is on offer.

Body Copy

You can also adjust the body copy of an email. As mentioned before, adjusting the body copy of an email, can depend on the kind of emails you are sending out in the first place. If you’re sending out an email that is image rich, make sure that the ‘Alt-tags’ of your emails are descriptive. Otherwise, if the images are blocked when emails are opened, recipients won’t know what the images are about, and hence won’t enable them.

If you’re sending out plain text emails, it might also be a good idea to ensure that you’re spacing out your text properly. This means you don’t want to include massive chunks of text. Keep paragraphs short, and ensure that they don’t become longer than 3 lines.

It is also worth bolding any ‘calls to action’ you may have. This will help make them more obvious and could hence boost conversions.


Personalization can also be used in order to maximize email marketing conversions. Most email marketing platforms will allow for you to include some personalization.

The most obvious places to include personalization are the subject line and in the bit after ‘Hi/Hello.’’ However, you might want to include personalization in the body copy of email too. Depending on the information you collect ahead of time, you’ll be able to include forms of personalization that aren’t just using the recipient’s name . You may for instance, also use location. This is something to keep in mind when setting up your opt-in forms.

Split Test

This is not to be confused with the analytics section that we covered earlier. The analytics section was about discovering what works, based on past results. Split testing is about experimenting with new ideas and going against best practice, to see if there is a better way of doing things. You can essentially take everything that has been mentioned so far, and try some wildly different approaches by doing the opposite. This is your chance to be creative, and experiment. Go against what has worked in the past to find something better.

Send More Emails

This might sound a little odd, but your email marketing conversions might be a little low, because you’re not sending enough emails. If all you’re doing is sending a welcome email, then you’re missing out on a lot of other opportunities to connect with customers. Provided that you’re always providing value, people won’t mind receiving extra email from you. The more emails you send, the better you can build a relationship with customers. This will build momentum, and hence people will begin to look forward to your mailings.

Send Emails Based on User Behavior

Another way you can maximize email marketing conversions, is by combining your current efforts, with emails sent out based on user behavior. Thanks to the advancements provided by email marketing platforms, this is relatively easy to do.

An example of this is the ‘cart abandonment email.’

This is where people are sent an email, after they abandon a cart on your website. This can be a good idea, considering that cart abandonment emails get an incredible 40% open rate. The email might ask them why they abandoned their cart, and if there is anything that can be done to fix the issue. You might even provide in the email a discount, to encourage people to complete the checkout process. You could even send this kind of email, if people didn’t attend a webinar, notifying them of a replay.


Email marketing allows you to reach your customers from anywhere, on any device, and help them.

It’s a proven strategy you can’t do without. Start today to nurture your leads and drive your engagement to another level.

When you communicate through email, you create a link to strengthen the relationship between you and your clients.

Show them how you truly care by sending them automated emails regularly. Don’t try to impress customers. But aim to express how much you love them, and would love to see them smile.

There’s no ideal frequency for sending emails. However, sending the right amount of emails to the right people based on their feedback is the best approach.

If these email marketing examples have inspired you, leave a comment below and share your opinion.