The Ultimate Six-Step Guide to Designing High-Converting Email Campaigns

The Ultimate Six-Step Guide to Designing High-Converting Email Campaigns


Digital marketing is ever-evolving, with new outlets and opportunities to connect with consumers presenting themselves each month. As social media expands, its imperial command of modern marketing, some older techniques are getting pushed aside.

One channel this is certainly no new kid on the block is an email marketing campaign: the original digital marketing technique and still one of the best. Emails are an international, intergenerational tool. Consider that more than 4 billion people have a registered email address- half a billion more than the number of social media accounts. 

No, email is not outdated. A well-designed email campaign is a valuable asset with high conversion potential. 

The trick is to design a creative, targeted, and organized campaign with deliberate moves and an advanced analysis program. Sound like a lot to manage? It is extremely simple when you use the right program or advertising agency.

Here is an overview of how to build and design a high-converting email campaign in six simple steps. The process applies no matter how big or small; old or new your company is- and it works in every industry.  

Step One: Preparation and Forward Planning

Just like any move in business, thinking ahead is a must if you want to be successful. The first thing you want to do is get an overview of your upcoming schedule: a.k.a, promotions, sales, events, and important communications. 

You should also decide what extra emails you want, such as welcomes for first-time customers, abandon cart emails, and follow-ups. By doing so, you build the complete skeleton of what your campaign is going to look like. 

Once you have an idea of the time frame and what types of emails you want to send, you need to prepare what they should look like. It involved finding email templates, personalizing the design, and organizing what information you want to be included. 

Don’t rush the design phase. Even professional marketing companies say it can take several days or more to finalize one perfect email. The more attention you pour into this first step, the better chance you have of success in the long run. 

Part of your preparation is finding the software you want for managing your campaign. You can’t get much further without a good-quality program.

Step Two: Subscriber Segmentation

One of the best elements of email marketing is the possibility to segment your consumer base and target them accordingly. Split your contact list by age, location, previous purchases, gender, and almost anything else that may be relevant to your business.

When you segment your subscribers, you enhance the efficiency of your campaign. Rather than sending irrelevant mass emails and annoying potential buyers with information they do not want or need you ensure that all communications are tailored to their interests. 

Step Three: Smart Automation

Automation is arguably the most valuable asset you can have in an email campaign. Having a system in place that can institutively contact customers at key moments in the shopping process without any input from you is truly game-changing. 

Some examples of clever automation uses are:

  • Welcome emails when a new unique user subscribes for the first time
  • Reminders to clients who have left items in a shopping cart without completing a purchase
  • Birthday promotions sent with discounts tied to the birth date on the account
  • Countdown emails in the run-up to a major event to peak consumer interest
  • We miss your emails to previous buyers who have been inactive for a while
  • Review requests and feedback forms sent out after a purchase

The whole idea of automation sequencing is to make the most of every opportunity and engage with your audience at the most important moments- all with very little work on your part. Sure, it takes time to get all the emails designed and ready in the system, but it is an investment with endless potential for return. 

Step Four: Make It Personal 

Nobody likes to feel like a number in a long list of data. It is a tried and tested fact that people engage more and buy more from companies that personalize their approach. Never underestimate the power of personalization in marketing- you are sure to regret it if you do. 

There are many simple but effective ways to add personal touches to your email marketing campaign. We already discussed segmentation, which is the first step to personalization since you tailor your offerings to suit that group of people. 

Why not take it further? If you use a good program, it is super easy to add names into email communications. You can also use your analysis tools to track what purchases people made in the past and send promotions based on that info. “We thought you might like this” style emails make users feel like their contributions and individual input matter and makes a difference, even if it is mostly automated software doing to job. 

Once you have your campaign well-established and running successfully, there are plenty more ways you can bush the personalized boat out.

Step Five: Level-Up Your Landing Pages

A great email is not enough- it needs to lead somewhere. A landing page is what the user sees if they click on the link you send. These pages need to be eye-catching, attention-grabbing, and user-friendly to a T. This is where a view converts into a sale, and how the page looks plays a central role. 

Highlight the product, the deal, and the urgency. You don’t want the person to leave the page without making a purchase, so spend time getting this stage perfect.

Step Six: Assess and Evolve

No business can ever succeed if they become stagnant. What works now is not necessarily going to work in three months. Luckily, you can track exactly what response your campaign gets, from the open rate to the conversion rate. 

Analyze as much data as you can, focusing on how many people click through the email and visit the site- then how many convert to a sale. If people are abandoning purchases: when do they change their minds? What demographics are most successful? How effective is each stage of the campaign?

Final Thoughts

In a nutshell, a high conversion campaign relies on good planning, excellent execution, and detailed analysis. With the right software and some creative thinking, the marketing world is your oyster.