Alan Walker December 24th, 2020

20 Email Design Hacks To Increase Your Conversions

Check your email inbox right now. How many new promotional emails did you receive over the past 24 hours? And more importantly, how many of these emails convinced you to click through or purchase an offer?

Any business navigating the digital world knows just how crucial email marketing is to grow a brand and boost sales. Though email allows ventures to have a direct line to their target market, most readers would only give it around three seconds of their time, if at all. 

The key is to pounce on that little window of opportunity to hook the audience and make them want to click the call-to-action button. Unfortunately, not a lot of marketers realize this. They focus solely on sending emails and staying on schedule without giving much weight to the visual design.

Here are 20 email design hacks to help you polish up email templates that spark interest and convert. 

1. Clean Layout

Using a cluttered layout might be the first step to losing your audience. For one, poorly-designed emails can make the message more confusing. In addition to that, a messy layout can also be too taxing to digest visually. If this is the case, the reader may simply hit the back button instead of trying to understand your offer.

2. Complement the Copy

When it comes to email marketing, the visual design should complement the copy. For instance, if your copy is formal, you should use an equally austere design style. If the copy has a casual tone, on the other hand, the visuals should communicate the same feel.

3. Use Color Psychology

Color design psychology tells us that various hues evoke specific meanings and feelings. For instance, red may evoke a sense of urgency and excitement. So, it can be an excellent color to use for limited-time offers. On the other hand, green is often associated with “go,” encouraging the reader to click on a call-to-action button.

4. Think Twice About Templates

It might seem convenient to use email templates available online, but hold your horses! Using a generic template may not be the best idea if you’re trying to build a brand. Instead, take the time to design your own or, better yet, have a professional do it for you.

5. Personalize Emails

The simple effort of setting your email to reflect the reader’s name can make a huge difference in how they’ll perceive the letter. In fact, a study says including the recipient’s name in the email can boost sales leads by up to 31 percent.

6. Segmentize Your Market

Different market segments have different preferences. With that in mind, you can boost your campaign’s effectiveness by using different email designs or copies to target various audience groups.

7. Prioritize the Subject Line

The subject line can make or break a marketing email. That said, it should be a part of your game plan. Just think about it – you won’t likely open an email if it seems like just another promo offer you can do without. 

8. Think Like a Journalist

Journalists use an inverted pyramid structure when writing news stories. How does it work? Simple – they provide the most important info first, then the additional details, and close with the background info. Since readers will only spend a few seconds on your email, you might as well give them the gist of the offer right away.   

9. Provide a Virtual Customer Experience

Just how delicious are the baked goods you’re offering? How relaxed will they be when they use the bath set you’re selling? Let your audience know! You can do this by using photos or videos that visualize and provide a virtual experience to your readers. 

10. Apply Basic Design Aesthetics

It pays to know your way around basic design aesthetics to come up with a good marketing email. Yes, you’d want to break the mold and stand out from the rest. However, there’s a difference between breaking the rules to be creative and simply not knowing the rules in the first place.

11. Emphasize the Incentive

Are you offering a free weekly newsletter with healthy recipes? Or a special discount for members? Make sure to emphasize your incentive from the get-go. By doing so, you help reduce your reader’s mental load and fix on the offer you’re making.

12. Focus on Exclusivity

Everyone wants to feel special. That said, it’s best to make your audience feel that you’re holding a special spot for them by emphasizing that the offer is exclusive to email recipients.

13. A/B Test

A/B testing is an efficient way to know what works and what doesn’t. Indeed, it’s ideal to test elements such as email copies, images, visuals, and call-to-action buttons to gear your email for success.

14. Be Consistent

Your email should be consistent with your branding. From message tone to visual assets, the transition from the email to your website or landing page should look seamless. In short, your email and the landing page shouldn’t seem like they’re for different brands.

15. Minimize the Risk

Encourage your audience to trust you by including trust badges in your email design. This may consist of seals like “100% Money Back Guarantee” or logos that show payments system providers you’re partnering with.

16. Keep the Copy Short and Sweet

No one likes reading long emails, more so if it’s a promotional email. Clearly, it’s vital to keep the copy not only short but also punchy and direct to the point.

17. Opt for Professional Design 

This is simply non-negotiable. It only takes one poorly-designed email to make a client or prospect unsubscribe. Without a doubt, professional design is surely worth it. If you can’t afford to hire an in-house designer, getting an unlimited design package from service providers like Penji is an excellent solution. You can get all the designs you need at a flat monthly rate so that you can stay on top of your campaign.

18. Don’t Forget Your Socials

Statistics tell us that Americans spent an average of two hours and three minutes on social media in 2019. That said, linking your social media accounts in your email gives readers more channels to interact with your brand.

19. Include a Time Element

There are a few techniques that boost conversion more than creating a sense of urgency. If your campaign involves a limited-time offer, make sure to emphasize it well in your email. If possible, include a countdown timer or even a line that tells the reader how much time they have left to opt-in.

20. The CTA is Your Secret Weapon

The call-to-action button tells the reader that it’s time to make a decision. Would they want to engage with your brand more or not? That said, it’s crucial to word your CTA right. Instead of the usual “Get Started,” you may want to explore more specific wording such as “Get My 5% Off.”


Photo by NordWood Themes on Unsplash

Alan Walker

Outreach Specialist at Penji

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