Even though social media platforms are how many of us communicate, emails are still an integral part of our social and working lives. Emails may be one of the oldest tools known to the web, but there are no signs of them becoming outdated. Did you know that in 2020, around the world we sent and received an estimated 306 billion emails? In 2025, this is expected to reach over 370 billion per day. One of the main reasons is because email marketing is still flourishing. Email marketing ROIs (return-on-investments) for every pound spent is £35.41, according to a survey conducted in 2020 by marketers.
Emails outperform social media marketing and online ads as they generate these impressive ROIs, boost brand awareness, reach audiences of all ages and kinds, and grow customer loyalty. However, not all email campaigns reach the highest of heights, and there is always room for improvement so you can increase your conversion rates.
Check out our five tips on how to increase conversions from your email campaigns below.
Use a strong call-to-action & subject line
A strong call-to-action is necessary to get email subscribers to take action. Whether that’s to purchase a product or click a link to a converting landing page. Whatever the reason you need subscribers to act, your CTA must be as clear as possible. You can do this with a small body of content or a button so enticing they can’t not click on it.
Another important field to fill out is your subject line, which can include a CTA. In your subject line, you must engage readers with words that produce an element of curiosity, urgency, relevance, value, or emotion (the CURVE principle). Personalising subject lines are also effective, including relatable or local information for your subscriber.
Create mobile-optimised campaigns
Nowadays, people use their mobile phones more than any other device. In fact, 53% of emails are opened on mobile. When you can access your social and work life all in one place, why not? Emails are easier to read and digest from a mobile device, and they can be accessed on the go.
To increase conversions via mobile email campaigns, you should create short subject lines, provide white space, write short concise copy, use large fonts for visibility, add visible links, reduce the size of images to increase loading speed, and use bulletproof CTA buttons.
Use double opt-in
Asking your target audience to double-opt-in, which is essentially asking them to click on a confirmation link to confirm they have signed up for your newsletter, ensures that your mailing list includes real people. In turn, this means your emails will avoid ending up in spam folders, and it increases the likelihood of subscribers engaging with your emails.
Improve your segmentation strategy
Evaluating your data is one of, if not the most important element of email campaigns. To increase your conversion rates, you must have knowledge of your audience and their behaviours to maximise the chance of generating leads and therefore, conversions. Segmenting your mailing list generally includes analysing previous responses and past purchases. However, there are other ways you can find out more. These include surveys and strategizing a sales funnel to evaluate the different methods of communication the subscribers from the top of the funnel to the bottom require.
There are many ways you can segment your list from demographics to interests, behaviours, psychographics, and their email interaction data. After segmentation, you can decide who needs prompts such as abandoned cart messages which push people to purchase a product.
Personalised and tailored email campaigns created via segmentation will increase relevance for your subscribers and helps retain and engage them.
Organise your mailing list regularly
Believe it or not, cleaning your mailing list regularly is beneficial to your engagement rate as inactive subscribers can be detrimental to campaigns. Chasing leads with no interest is a waste of time and does not generate leads or conversions. Instead, that time can be spent on retaining loyal customers. To clean up your mailing list from bots and inactive users, remove all duplicate addresses and inactive subscribers. As time-consuming as this may sound, it is worth it, and there are several third-party tools available to help speed up the process.
So, there you have it. Five tips on how to boost conversion rates from your email campaigns. As a full-service marketing agency, we have a host of experts at the ready to help you achieve your business goals. Whether you require help in email marketing, paid media, lead generation campaigns or conversion optimisation, we do it all. Contact Bigwave Marketing today to find out more.