How to set up a converting E-mail campaign

Email marketing is a cost-effective online marketing technique that can create engagement and can both boost direct sales and create long-term commitment.

The subject line

There has been statistics that a third of recipients decide whether to or whether to not open the email depending on the subject line. Therefore the subject line is of big importance and should be eye-catching and interesting for the user. It also needs to be relevant to the content you wish to share and along with your business model, so that you don’t get a lot of email openings but no conversion.


Most likely, your email marketing service provider allow you A/B test your emails, which means that you can different versions of each mail/newsletter to a small portion of the list, and see the reactions. With analyzing software you can also see the opening rate, where in the email the users click and then follow up the user behavior on the landing page. You can later on use this data to optimize e-mail template, content and the landing page design.

Personalize the content

In 2015, nearly every email user has received a newsletter or other email marketing content from companies. The users know that these mails are sent out to thousands of people, but that doesn’t mean they don’t appreciate when the content is personalized. If your email can help the customers solve their problems, they will not only purchase the product from you at that time, but also remember to get back to you whenever they get a new problem.

Offers, content or relationship building

Depending on your industry and your business model, the best email marketing strategy will vary. The three most common strategies is offers, content and relationship building. The first one aims to send out special offers, in price or new products in order to immediately boost sales. A more passive marketing strategy is to send out relevant content about a product or a common customer problem, in order to generate content-related sales. This also builds a relationship with the customer, but can be done even further by sending newsletters that have no direct intention of selling a product, but rather to just create a great relationship with the customer.

Sort the list

By having well-sorted lists of the customer groups, you can personalize the content even further. With today’s modern marketing tools it is easy to create customer groups depending on signup location, gender, purchase history and more. With these well-sorted lists you can send content that really appeals to the audience´s interests and maximize the conversion rate.

Call-to-action path

In order to actually receive sales from the email recipients, the email and the landing page needs to have a well clear, unmistakable call-to-action path. However, it is important that the email don’t look like spam, and still solves the customer’s problem. This is done by shorting out the bullshit, and only keeping the important parts.

Visually appealing & Responsive

There are both pros and cons with having visually appealing and responsive emails, and it depends on the email list and the target audience. Some audiences prefer simple, personal emails than radiant newsletters with images and custom fonts. When using a targeted email template it’s important that it’s responsive, since 66% of email are opened from a mobile.

The first e-mail

You only get one first chance to successfully attract the customer. From the first e-mail he receive from you, he will make an opinion whether he likes or dislikes your product/service. Make the best out of your e-mail campaign by consulting your e-mail services. It is not only time saving, but might also save you a lot of resources.