8 Strategies to Improve Your Email Marketing Conversions

How long have you been running your email marketing campaign?

Are you happy with your email marketing conversion rates?

If you're not happy with your email marketing conversion rates, you're not alone. Many marketers and business owners struggle to convert their website visitors into customers via email.

However, there are a few strategies you can use to improve your conversion rates, leading to better results from your email marketing campaigns.

In this post, we're going to discuss eight critical strategies you can use to improve your email marketing conversion rates.

Before we get started, let's take a quick look at what email marketing conversion rate is, as well as how conversion rates can be determined in email marketing.

What Is Email Marketing Conversion Rate?

Every successful email marketing campaign has a goal. This goal might be getting your subscribers to download a resource, buy a product, sign up for a service, fill out a form, or register for events. The number of subscribers that respond positively and do what you want them to do is called conversions.

Therefore, Email Marketing Conversion Rate is the percentage of subscribers who take the desired action after receiving your email marketing message.

Tracking conversion rate can be crucial to your email marketing campaign success, as it essentially measures your ROI (return on investment). Since sales conversions make up the vast majority of email campaigns, email marketing conversion rate makes for a good indicator of financial success.

How to Determine Conversion Rates in Email Marketing

To determine your email marketing conversion rates, first, you need to collect data pertaining to your email open rates, click through rates, and desired action rates.

To calculate email conversion rate, use this Email Marketing Conversion Rate Formula:

Email Marketing Conversion Rate Formula = (Total number of conversions/total number of emails delivered) X 100

To calculate the email conversion rate, you need to divide the number of conversions by the number of emails delivered.

Example: If you have 100 subscribers and two people convert after clicking a link, your email marketing conversion rate is two percent (two divided by 100) x 100 = 2%
Email Conversion Rate Formula

What Is a Good Email Marketing Conversion Rate?

There's no one-size-fits-all answer to this question since your email metrics can vary depending on your industry, offer, or recipient list. However, as a rule of thumb, a good email marketing conversion rate is generally 2% to 5%.

You can strengthen your email marketing conversion rate by constantly reviewing your numbers and then making tweaks to your email subject lines, email copy, and your CTA (call to action). Of course, you'll have to understand your data to know what needs to be changed.

Making minor improvements like this can positivitly impact your email conversion rate.

Average Email Stats per Industry

The average email stats are listed below, but keep in mind that your rate could be above or below this average depending on your niche and your subscriber list.

Here is the average email stats per industry:
Open Rate
Click-Through Rate
Agriculture and Food
Arts and Artists
Beauty and Personal Care
Business and Finance
Computers and Electronics
Creative Services / Agency
Daily Deals / E-coupons
Education and Training
Entertainment and Events
Health and Fitness
Home and Garden
Marketing and Advertising
Media and Publishing
Medical, Dental, and Healthcare
Music and Musicians
Photo and Video
Professional Services
Public Relations
Real Estate
Recruitment and Staffing
Restaurant and Venue
Social Networks and Online Communities
Software and Web App
Travel and Transportation
Vitamin Supplements
According to the statistics presented above, the average open rate across all sectors is 21.80 percent, with a click-through rate of 2.78 percent.

Email marketers should know their industry's average open and click-through rates. Overall average rates should not be used for reference as these numbers vary greatly from sector to sector.

Open rate and click-through rate are two of the most important email marketing KPIs. If your open rates are low, you need to work on creating more enticing subject lines. If your click-through rates are low, then you need to focus on improving the email copy and design of your emails.

8 Strategies to Improve Your Email Marketing Conversion Rate:

1. Segment Your Email List

One of the best ways to improve your email marketing conversion rates is to segment your email list. This means dividing your subscribers into different groups based on interests, demographics, behaviors, browsing activity, and purchase history.

If you’re struggling with poor email open rates, you may be sending the wrong information to the wrong demographic. By segmenting your email list, you ensure that highly relevant information reaches the right audience of current and potential customers, which improves your open rates and conversion rates in the long run.

When you send emails to a targeted group, you're more likely to get better results, since you're speaking directly to their interests.


If you sell golf products, you might want to segment your email list into groups of people based on the types of golf products they are interested in. Next, create and send out custom content specifically tailored around each group’s interests.

If you're just starting out, it's a good idea to send welcome emails to new subscribers. In this email, ask them how they heard about you and what their interests are. This correspondence will help you better understand your audience and segment them in the future.

Get More Opens, Clicks, and Sales with Pulse

Create email marketing campaigns that get more opens and clicks with Pulse's easy-to-use email builder and marketing automation. You'll also get access to all other great features, such as CRM, text message marketing, and much more.

Try Pulse for free today, and watch your business grow.

2. Personalize Your Email

When it comes to email marketing conversion rates, email personalization is one of the key factors!

There are a number of ways to personalize your email messages, including:

Using the recipient's name - When you address your email subscribers by name, they feel like you're speaking directly to them. This makes your email recipients more likely to open your email and take action.

Location - It's critical to send emails at the appropriate moment in order to increase sales. Make sure you know what time zone your customers are in so you can send them messages at their preferred time.

Segmenting them into groups - When segmenting your email list, take into account the different interests and needs of each group. This will help you create more personalized content that's relevant to their needs.

Referring to their purchase history - Referring to their purchase history helps you create relevant content that's tailored to their interests. For example, if someone has recently purchased a product from you, send them a follow-up email with product recommendations or a discount code.

Age and Gender - There could be times when you need to segment your email list out based on age and gender to deliver hyper-personalized emails. As a result, increases in user engagement and conversion rates can be achieved.

3. Use Attractive Visuals to Capture Attention

Use Attractive Visuals to Capture Attention
Attractive visuals are key when it comes to capturing attention in your email marketing campaigns. Including images and videos in your email messages can help you stand out from the competition and increase click-through rates.

Make sure that the visuals you use are relevant to your message and support your call to action.

Also, be sure to keep your visuals as short as possible so they don't take up too much space and distract from the main message.


If you're struggling to come up with visuals for your email, consider using infographics or data visualizations. They can be a great way to capture attention and communicate complex information quickly and easily.

4. Write a Catchy Email Subject Line

Did you know that it only takes a few seconds for someone to decide whether or not to open your email? That's why it's important to write catchy subject lines that will make people want to click.

So what makes a good email subject line?

a) Short and to the point

If your subject line is too long, it will get cut off when it's displayed in someone's inbox. Remember, the subject line should pique their interest. Prospects won’t even know what to be interested in if they can’t see your subject line!

The shorter the subject line, the better. A good rule of thumb would be not to utilize more than 50 characters.

b) Compelling and evokes curiosity

The best way to come up with a catchy subject line is to think about your subscribers’ interests. What are they curious about? What can you offer them that's valuable?

Use a relevant email subject line that evokes curiosity to pique your readers’ interest and encourage them to read more.

Consider putting a question in the subject line of your email that encourages people to learn something new. This approach makes readers feel as though their time is not being wasted.

c) Personalized to match target demographic

The best email subject lines are those that are personalized. Your email subject line should not only contain the receiver's name, but should also include something your prospects can relate to or connect with.

d) Is relevant to the email's content

When writing your subject lines, make sure they are relevant to the email's content. Don't mislead your subscribers by using a subject line that has nothing to do with the email.

5. Keep Your Email Short and to the Point

Keep Your Emails Short and to the Point
People are busy and they don't have time to read long emails. When you keep your email short and to the point, you're more likely to keep their attention. Keep your email material concise in order to increase focus retention.

Your email should be no more than three or four short paragraphs, and the most important information should be at the top or center.

When you're composing your email, consider these questions:
  • What is the most essential information I need to convey?
  • What do I want my target audience to remember after reading this message?
Make sure your significant points and major concepts are front and center. Use bold or italics to emphasize them.

If you need to include more information, link to a blog post or landing page where visitors can learn more.

6. Include A Clear and Simple Call to Action

Include a clear and simple call to action so people know what you want them to do.

What makes a good call to action?

a) Keep it short and easy to understand

When someone reads your email, they should know what you want them to do without having to think too hard about it. Your call to action should be clear and concise.

b) Use action words

Use authoritative language and verbs that inspire action to grab the reader’s attention. Examples include words such as “download” or “subscribe”.

c) Should create urgency

When you create a sense of urgency, people are more likely to take action. Use phrases such as "limited time offer" or "act now."

d) Should be relevant to the email's content

Make sure your call to action is relevant to the email's content. If it's not, you'll confuse your readers

e) Make it stand out

Your call to action should be easy to spot. Make it stand out by using a different color or font from the rest of your email. You could also use buttons with brighter colors or larger text.

f) Test different types of calls to action

Not everyone responds to the same type of call to action. Try a few different types and see which ones work best for your audience or have the best response rate.

By following these tips, you can improve your email marketing conversion rates and see better results from your campaigns.

7. Ensure Your Email Is Optimized For Mobile Devices

Ensure Your Email Is Optimized For Mobile Devices
More and more people are reading emails on their mobile devices. That's why it's important to make sure your email is properly optimized for a mobile device.

Some ways you can optimize your email for mobile devices include:

  • Using a responsive design that adapts to different screen sizes
  • Using large fonts and buttons that are easy to tap
  • Including clickable phone numbers and addresses
  • Avoiding complex layouts that are difficult to navigate on a small screen
  • Using high-quality images that don't slow down the loading time of your email

It's essential to use an email marketing software like Pulse that makes it easy to create responsive emails and preview how they will look on different devices before sending the email. This way, the email templates automatically adjust to various displays, whether they're on a smartphone, tablet, or PC.

8. Test Different Types of Content and Formats

When it comes to email marketing, you can never stop testing. Try different types of content and formats to see what works best for your audience.

Split test your email subject lines to see which ones get the best open rates.

Test different types of calls to action to see which ones are most effective.

Experiment with different content formats, such as videos, infographics, or slideshows.

See which type of email layout works best for your audience.

The more you test, the better you'll be able to understand what works and what doesn't.

Get More Opens, Clicks, and Sales with Pulse

Create email marketing campaigns that get more opens and clicks with Pulse's easy-to-use email builder and marketing automation. You'll also get access to all other great features, such as CRM, text message marketing, and much more.

Try Pulse for free today, and watch your business grow.


In order to improve your email marketing conversion rates, you need to understand what they are and how to measure them. These eight strategies should help you get started.

Once you know what's working and what's not, you can make the necessary changes to increase your conversions.

Improving your email marketing conversion rate is important because it means more people are taking the action you want them to take. With more conversions, you can see better results from your email campaigns and achieve your business goals.

By following these simple guidelines, you'll be on your way to success!

If you want to improve your email campaign performance, request a demo today and start seeing better results from your marketing emails!