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High Converting Email Templates For Businesses

Brandee Johnson

High-converting email templates for small businesses

Converting leads into paying customers or subscribers is the main goal of most email marketing campaigns, especially for businesses. High converting email templates can help achieve this goal. In this article, we explain which templates have high conversion rates, how they work, and how you can integrate them into your campaigns.


High Converting Email Templates That Deliver Results For Businesses

Currently, around three billion people worldwide have email accounts; and, according to the data, more than 306 billion emails are sent and received each day. Many of these emails, however, are unsolicited and considered spam. 

The emails from your business’s marketing campaigns have to compete with high volumes of emails and can go largely unnoticed. In fact, many marketing emails go directly into the spam folder without a second thought. That means if you want to really engage your audience, you’ll need to use high converting email marketing templates, great copy, and strong calls to action.

Your email campaigns might increase the visitors to a specific page of your website, but they may not necessarily lead to new sales. Just like other online users, your prospective customers have short attention spans. To convert leads into buyers, you need to grab their attention immediately – ideally, within the first few seconds of them opening your email. So, it is important to make sure that your email templates have a few key elements right off the bat:

  • Craft irresistibly tempting subject lines that will spark your readers’ interests
  • You can include emojis in the subject line as well as the content to make it stand out more (if that’s appropriate for your brand and industry)
  • Use an aesthetically-sound template that will guide your readers through the information in a logical flow
  • Make your audience feel special by using words like ‘limited’ or ‘exclusive’


On average, an email user receives around 121 emails per day. Out of marketing materials, promotional literature, and personal emails, can you guess which ones a user is more likely to open and read? By being mindful of subject lines, how you address your audience, and the overall design of your email template, you can immediately establish yourself as a welcoming presence in your prospects’ inboxes.

Even so, many emails are ignored and immediately deleted by users even before they’ve been read. This is because, to put it bluntly, they don’t care until you make them care. Having an email subscriber list is one thing, but prompting people to purchase your product is another story. If you want your email templates to be high converting, you need to have a few tricks up your sleeve.


Examples Of High Converting Email Marketing Templates

When it comes to email marketing, intimacy can play a huge part. Yes, we said intimacy! Depending on the size of your business, this can be difficult. Regardless of the size of your business, you’ll be relieved to know that any level of intimacy can be achieved with high converting email marketing templates. Here are some examples:


1. Brand story

Using your email template to tell a compelling brand story establishes an emotional connection that will make your readers feel closer to your brand. The power of a well-told origin story or personal narrative can inspire a much stronger emotional reaction than if you were to only send promotional material, which can make your emails seem quite cold and one-sided. 

Whether it’s about how your company got started or what’s going on behind-the-scenes, storytelling is a powerful way to drive conversions because it can be relatable. You can even keep up your brand story when promoting products or services in order to make your emails feel like they’re coming from a friend instead of a business. For example, email content from restaurants can be framed as nostalgic stories about childhood, while cosmetic companies could promote products by revealing what some of their key team members’ favorite products are. 


2. Support a cause

Businesses that are active in the community often support local events and causes that locals are already familiar with. As a result, these businesses are more likely to attract loyal customers because they have an established presence in the community. 

As a business online, you can craft emails that emphasize local patronage in a similar way. For instance, you can use your business to help organize community events, like fun runs. You can also include sign-up pages for such events while promoting your product. You can also show your support for your community as a whole by using local language and terms in email subject lines. ‘Heading to TJ’s this Friday?’ you might say. ‘Look your best with these top products!’ Showing an understanding of your community and its behaviors like this will help readers see your emails as friendly, rather than impersonal. 

starbucks charitable email  starbucks charitable email


3. Company newsletter

If your company frequently changes its product listings, such as real estate properties or regular product updates, a company newsletter can be very useful for your email subscribers. 

Through a company newsletter, you can update your subscribers with the latest trends about the products that you’re selling. Many email management software applications have newsletter templates that you can use, so it’s super easy to do. Like a well-written brand story, newsletters also give you the opportunity to really connect with your audience.

Email newsletter example design with blog posts by InVision


4. FAQ page

Many commercial websites have FAQ pages that are intended to answer some of the common questions that customers have about your product. The answers should be concise and to the point in order for leads to find them useful. Integrating relevant FAQs into your marketing emails can help encourage leads to learn about your product because it will save them the effort of having to click through to your website. The easier the process is, the more likely your leads are to convert.

Effective FAQs must be able to do the following:

  • Be responsive to your customers’ latest common queries and needs
  • Cover a broad range of categories, from technical support to product descriptions
  • Establish authority, expertise, and credibility within your business niche
  • Direct users to the specific pages of your website when more details are needed
  • Provide the impetus or motivation for customers to stay interested and, eventually, buy


5. Promotional emails

You can send promotional emails, such as discount codes or raffle coupons, to your subscribers. This is a similar technique that is used in cold email campaigns, where a company sends promotional content to random prospects who have not yet signed up. 

According to one survey, 49% of retail customers like to receive promotional emails from their favorite brands. If you have already established a good relationship with your readers through brand stories, company newsletters, and personalized email templates, you’ll be in a good position to start sending promotional material. 


The Secrets To High Converting Emails

When done right, email campaigns have a higher performance rate compared to social media campaigns. According to one study, the average conversion rate of email marketing is around 6.07%. Meanwhile, the average conversion rate of social media marketing is only about 1.9%. Though the average varies depending on your industry and the type of email you’re sending, this is still a marked difference.

The big difference between email marketing and social media marketing can be explained by the level of commitment. Email marketing is mostly focused on the subscribers who signed up for email updates, expecting promotional materials, and actively wanting to receive them. On the other hand, social media campaigns mostly rely on a ‘cold call’ approach to advertising.


Although there is no exact formula for successful email marketing, there are some key practices that you can follow. Just bear in mind that the specific details may need some adjusting depending on the industry you’re in and the type of email you’re sending.

Generally, high converting emails have the following characteristics:

  • Captivating subject line: A feature so important that we’re mentioning it twice. The subject line serves as the hook that must immediately capture the interest of the reader and entice them to open the email. There are many things you can do to drive curiosity here, like asking relevant questions, creating a sense of urgency, offering limited deals, or simply personalizing it by using the reader’s first name. You can also spice subject lines up a bit with some emojis if these are relevant to your audience and brand. 
  • Interesting pre-header text: Just like the subject line, the preheader text must stimulate the reader’s interest. It must provide a summary that is tantalizing enough to make the prospective customer read the entire email, so choose your words carefully here. 
  • Good timing: Timing is crucial in an email marketing campaign. The best sending times vary for different groups of people. For example, businessmen and office workers are likely to open emails during office hours. Teenagers, on the other hand, are likely to open emails after school hours. The right timing ultimately depends on your target audience, so make sure you do your research on this before sending out any marketing emails. 
  • Know your audience: How you structure, design, and time an email is only half of the journey. Knowing your audience is key to a successful email marketing campaign. If you don’t know what your demographic profile is, or what your targeted audience’s preferences and motivations are, then your email could very well flop. Structuring your marketing emails with content that you know your leads enjoy and will find useful is the best way to keep them engaged.
  • Clear calls-to-action: The calls to action (CTAs) in your email must be big, bold, and make clear how the reader should proceed. This will hopefully be the final push they need to click through to your website, buy your product, or create an account. If possible, you should integrate a clickable CTA button into your email template so that your user’s journey is made as easy as possible. 


How To Measure Email Conversion Rates

Conversion rates for emails are calculated by dividing the number of sales or paid subscriptions by the total number of emails sent. You then multiply that number by 100%. For example, if you sent 400 sales emails and only 4 of the emails had a response, then the conversion rate is 1%. You can also use website analytics to identify which sales are generated via the email route.

Need support for your business email marketing? Let’s chat


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