Boosting Your Conversion Rates through Email Marketing

Email has the highest return on investment of any type of digital marketing, with some senders seeing results as high as $42 for every dollar spent according to the DMA. However, the only way to generate ROI is to have an email program that is converting your subscribers into customers, and the only way to do that is with an engaging email program.  

What are some of the factors that affect how engaging your emails are to your customers? Let’s dig in!  

Opt-in Process 

Do your subscribers WANT to be receiving your emails? If they never opted in, or the opt-in process was unclear or frustrating, your subscribers are not going to want to engage with your emails.   

Let’s take a look at a best in class sender who does just this with their opt-in form, The Skimm

Here they clearly state that subscribers can expect to receive a daily email, Monday through Friday. They also call out the benefits of their program and even invite users to preview their newsletter. This is a great example of how to encourage user engagement from the very start of their email journey.  

When creating your opt-in process, make sure that your opt-in forms clearly set expectations for what signing up for your email program looks like. How often will they get your mail? What are the benefits of subscribing to your email program? 


Now that your subscribers have opted-in, it is time to start receiving email. Here is where the content comes in. Are your subscribers getting what they signed up for?  

  • Is the branding consistent with your website and opt-in forms?  
  • Is the messaging and content what they were expecting?  
  • Are they receiving email at the cadence they were expecting?  

If you are answering no to any of these questions, it is likely that users will fatigue of your email content, and therefore won’t engage or convert.  

When you begin to plan your next campaign, make sure your content is interesting and engaging to your audience. If you market to multiple personas, utilize segmentation to ensure that content is relevant.   


Accessible emails mean emails that are easy to understand for all. According to the World Health Organization, globally the number of people of all ages visually impaired is estimated to be 285 million, of whom 39 million are blind.

There are different types of color blindness, but individuals who are color-blind are sensitive to red, green, blue, or mixtures of these various colors. Keeping this in mind, it is important to ensure that your subscribers are able to engage with your emails by making them accessible.  


Calls to action can come in many shapes and sizes. Hyperlinks, linked imagery, buttons, and more – there are no shortage of options.  

Here is great example from Ubiquinol to encourage subscribers to create actionable goals instead of resolutions this year. 

Make sure that your calls to action are clear and engaging which will encourage readers to click through. Make sure to also test out different wording in calls to action such as “Start Your Adventure Today” versus “Learn More” to see what resonates more with your subscribers.   

User Experience 

The best emails in the world will not yield ROI if the user clicks through to convert only to find that the user experience is poor.  

For great user experience, ensure all links are accurate and functioning, and that your landing pages are easy to navigate. Branding should remain clear and consistent across all web properties. 

Last but not least, your users won’t be able to convert if your emails are not landing in the inboxIf you have poor deliverability, you will have poor conversion rates. The Return Path Platform makes it easy for senders to gut check their deliverability and improve their email programs. Learn more about the basics of deliverability by downloading our free guide 


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