An ecommerce email template consists of multiple elements that impact clicks and purchases. This is the second installment of a 3-part series on factors that influence conversions from email marketing. “Part 1: Database Cleanup,” we published last month.
In this post, I’ll address the key conversion elements of an email template.
Reflect the goal. Arrange an email template around the end action you want the recipient to take. What’s the objective? I frequently encounter email templates that do not reflect the goal. This confuses the reader, resulting in fewer conversions.
Make the intended action easy for the user. Remove barriers that hinder conversions. Consider these tips:
Apply responsive layouts. Responsive email templates automatically adjust based on the recipient’s device or email client. Nonresponsive layouts can make an email unreadable.
There are many free, open-source responsive template design tools. Moreover, email service providers typically provide templates for their customers.
Use relevant images. Large images are tempting, but they do not materially increase conversions in my experience.
Emphasize value. To keep new subscribers opening your emails, every layout should include a clear value proposition, such as:
This email below from Famous Footwear delivers value from the offer (“BOGO 1/2 Off”) as well as from the rewards program (“Bonus Reward Cash”).
This email from Famous Footwear delivers value from the offer (“BOGO 1/2 Off”) as well as from the rewards program (“Bonus Reward Cash”).
Reflect the segment. The highest-converting emails are personalized to the recipients based on behavior or demographics. The template and content should reflect that segment. Common email segments include:
For example, the email below from America’s Test Kitchen targets a segment of one-person households. It would likely be ineffective for recipients in large families.
This email from America’s Test Kitchen targets one-person households.
Write a strong call-to-action. A call-to-action is the main button a recipient will click to respond to your offer. Sometimes an email conversion comes down to the CTA language. Minor tweaks in the text can have a big impact on response.
Shoppers tend to procrastinate. Reminder and last-chance notifications can greatly increase conversions. Also, send automated, triggered emails to shoppers who clicked on an email but abandoned the checkout process.
See “Part 3: Retargeting.”
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