{"id":54532,"date":"2022-10-19T10:00:00","date_gmt":"2022-10-19T14:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=54532"},"modified":"2025-10-03T10:28:49","modified_gmt":"2025-10-03T14:28:49","slug":"emails-that-convert","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/emails-that-convert","title":{"rendered":"7 Tips to Design Great Emails that Convert"},"content":{"rendered":"\n\n\t
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Every email marketing campaign has its own unique purpose, but the goal is ultimately to convince your subscriber to convert (your desired end result). Whether the goal of your email is to encourage people to make a purchase, download an asset, or read a full article, it\u2019s important to know the specific (and final) action you want subscribers to take. With that laser focus, you\u2019re armed to design great emails that capture attention and convince subscribers to convert.<\/p>\n

Read on for seven tips you can apply to your emails from Litmus Email Marketing Director Jaina Mistry on how to do exactly that. (Want to learn more of her insights on optimizing your emails for conversion? Check out this Constant Contact on-demand webinar<\/a>.)<\/p>\n

1. Identify a primary goal for your email<\/h3>\n

When you understand what you\u2019re trying to accomplish, creating every other element of your email will be much easier\u2014from writing the headline, to finding the right email imagery that works for your audience, to honing in on that perfect call to action (CTA)<\/a> that will drive conversions.<\/p>\n

2. Use a highly recognizable sender name<\/h3>\n

Your sender name has the biggest impact on whether your emails are opened. <\/b>Much like you may not be willing to take a call from an unknown number, subscribers are more likely to notice your email when they recognize the brand it\u2019s from.<\/p>\n

If you do want to use a person\u2019s name to make your organization\u2019s message feel more informal and approachable, make sure you maintain your brand name\u2019s presence so your \u201cFrom\u201d name is clear to your subscriber, which can be added through your email design tool<\/a>. For example, at Litmus, we use a framework like \u201c[Employee Name] at Litmus\u201d for those email campaigns that warrant a more personal touch.<\/p>\n\"Email\n

3. Make your subject line and preview text work together<\/h3>\n

Think of your subject line <\/a>and preview text<\/a> as partners in crime. For example, you can ask a question in the subject line and answer it (or tease the answer) in the preview text.<\/p>\n

Don\u2019t shy away from using offers or even words like \u201cfree\u201d when it\u2019s true and appropriate to drive action. That old email marketing axiom that there are certain words that automatically send your emails to spam<\/a> just doesn\u2019t apply anymore. (And of course, you can and should conduct email testing <\/a>before you send to spot and correct the red flags that indicate it could.)<\/p>\n

4. Choose a layout flow that makes people want to read<\/h3>\n

Following email design best practices<\/a> can ensure you\u2019re creating a visually appealing, scannable, and accessible email<\/a>.<\/p>\n

When the goal of your email is to convert (drive action), three email design options can be especially powerful.<\/b><\/p>\n

Email design #1: Inverted pyramid<\/b><\/h4>\n\"Email\n

The inverted pyramid structure is great for emails that promote a CTA.<\/a> The design inherently lends itself to guiding the subscribers eyes down to where you want them to take that clear action.<\/p>\n

At Litmus, we rely heavily on this email design for the emails we use to promote Litmus thought leadership resources<\/a>\u2014like a webinar or a guide. The clean design is simple and effective, with what is ultimately a long headline, an image, and a couple of lines of copy.<\/p>\n

The example below shows how we use the inverted pyramid to focus attention on the headline, subhead, and CTA button at the top of the email, using elements of the Z-pattern technique.\u00a0<\/strong><\/p>\n\"Litmus\n

 <\/p>\n

Email design #2: <\/b>Z-pattern<\/h4>\n\"Email\n

The Z-pattern email design is great for things like email newsletters<\/a>\u2014or any email where you really want the reader to stay engaged. The pattern of the content directs the reader\u2019s eye to jump from left to right. Incorporating images breaks up the content a bit to keep them reading.<\/p>\n

Email design #3: F-pattern<\/h4>\n\"Email\n

The F-pattern email design is similar to the Z-pattern, but because copy and content is left-aligned, it can be easier to read for some. Keep this in mind based on your subscriber audience.<\/p>\n

This example from our Litmus Weekly newsletter\u2014now called Litmus News<\/a>\u2014uses the F-pattern.<\/p>\n\"Litmus\n

Regardless of the email design<\/a> you choose, remember that images (and fonts, so use a web safe font<\/a>) will look different based on the email client<\/a>. Conducting thorough email testing and QA<\/a> before you hit send is key to knowing how your email will truly look in your subscribers inbox.<\/p>\n

If the majority of your subscribers use email clients that don’t automatically load images, you still have options.<\/b><\/p>\n