How to Make More Conversions with Email Marketing

email marketing

Email is one of the best tools at your disposal to drive conversions. It can increase engagement in just about every area of your business, including affiliate program signups. However, to reap the full benefits of this marketing channel, you need to understand how to manage your campaigns.

By learning email marketing fundamentals, you can increase the chances that subscribers will both open and engage with your offers. In practice, that should translate to increased conversions and more revenue for your business.

In this article, we'll go over five simple tips to make more conversions with email marketing. Let's get to it!

1. Optimize Your Subject Lines

On average, most professionals spend around 28 percent of their workdays checking emails. We're under a constant barrage of communications, which causes us to be highly selective about the messages that we decide to open.

For a lot of people, if the subject line doesn't catch their attention, they won't open the email at all. That applies even to subscribers on your list who have asked for communications from you.

If you want to increase email conversions, your first step should be to optimize your subject lines. Here's what that involves:

  • Keep subject lines short. Most email clients cut off subject lines at a certain length, so it doesn't pay off to write lengthy ones.
  • Use words that stimulate curiosity. People open emails because they're already expecting them, because they know the sender, or because they're curious about what's inside. If you can stimulate that last feeling, you can increase your open rate.
  • Use personalized subject lines. Most modern email marketing tools enable you to personalize your subject lines using subscribers' names or other bits of information they've shared with you.
  • Use a helpful tool. One of our favorites is CoSchedule's free Email Subject Line Tester. The tester allows you to enter in your proposed subject line, then analyzes and gives you awesome tips on how to optimize for opens.

It's important to understand that improving conversion rates is all about experimentation. That means you need to keep an eye on what works and what doesn't and make incremental adjustments.

To that end, keep track of your highest performing email campaigns and note their subject lines. You can then emulate these in the future to try to reproduce a similar effect.

2. Test Different Headlines, Email Copy, and Calls-to-Action (CTAs)

One of the most powerful features of modern email marketing platforms is split testing (also known as A/B testing). This process involves sending different versions of the same email to subscribers within your list.

The goal of a split test is to provide you with real-life data about what kind of emails your subscribers react more positively to. For example, you can use it to test new subject lines and see which ones increase your open rate.

You can also use split tests to see what type of copy and CTAs your customers prefer. However, keep in mind that for your test results to be significant, you need two things:

The more different the emails in your test are, the harder it becomes to pinpoint what makes one more effective than the other. With fewer variations, you can gather results that enable you to finetune your campaigns.

3. Use Analytics to Monitor Key Performance Indicators (KPIs)

Analytics provide you with insights into how subscribers interact with your emails. Just as with split testing, analytics are a tool that most modern email marketing platforms give you acess to.

When it comes to optimizing for conversions, there are two key performance indicators (KPIs) that you want to keep and eye out for:

  • Open rate. This KPI represents the percentage of users who open your emails and it can give you insight into how well subscribers react to your content.
  • Click-Through Rate (CTR). Once users open your emails, you want them to click on your CTAs. The percentage of users who do so represents your CTR.

As a rule of thumb, it's normal for your open rate to be far higher than your CTR. 

A decent average open rate is around 15-25 percent. That might seem low, but it's a fairly significant number of readers if you have a sizable email list. Keep in mind that each message gives you a new opportunity to nurture leads, so it's okay if your subscribers don't open all of them.

4. Optimize Your Emails for Mobile

These days, most people check their emails from their mobile devices. It's only natural since we keep them on us at all times. This means that if you want your emails to be as effective as possible, they need to be readable on smartphones and other smaller devices.

There are a lot of services that enable you to test how your emails look and behave across a variety of platforms and browsers, such as Litmus:

Testing your emails for mobile devices

Usually, this type of tool uses virtual computers to simulate different renderings of your emails and then shows you the resulting screenshots. If your emails don't display well on a specific device, you'll be able to rework the designs.

5. Prune Your Email List Periodically

Even if you're a marketing guru, there are a lot of people who will ignore your emails. Perhaps they signed up for your list on a whim or have lost interest in your products and services.

Most email marketing tools enable you to see which users on your list are inactive. That means they haven't interacted with your messages over a specific and significant period of time.

Ideally, you'll prune those users from your list every few months. This gives you enough time to improve your campaigns and see if you can recapture their interest. If that doesn't work, then you know they're probably not going to engage with your messages moving forward.

Deleting subscribers might seem counterproductive. However, it can also help you unlock more targeted and accurate analytics.

One advanced tactic that you can try is to send re-engagement emails before cutting down your list:

An example of a re-engagement email.

This type of message can make subscribers rethink ignoring your emails. If it doesn't work, then they can remove themselves from your list, which saves you a bit of time and effort.


If you want your email marketing campaigns to be as successful as possible, you'll need to put in some work. However, that doesn't only mean improving their copy or design. If you don't also pay attention to other aspects of your campaigns, your conversion rate will continue to suffer.

Here are five key tips to help your email campaigns yield more conversions:

  1. Optimize your email subject lines.
  2. Test different headlines, email copy, and CTAs.
  3. Use analytics to monitor KPIs.
  4. Optimize your emails for mobile.
  5. Prune your email list periodically.

Do you have any questions about how to make more conversions with email marketing? Ask away in the comments section below!