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5 Things that your email marketing must have to succeed

Published: 20th August 2020
Here at email blaster, we see thousands of email campaigns each week. Over time we’ve built up a proven set of elements that email campaigns need to have in order to succeed in converting into open, clicks & and most importantly, sales.

Getting the right layout and the right elements in place on your email design are vital in order for it to be successful. In this video, we are going to share with you our top five key elements for success.

If you include these five simple elements in your future email marketing - your conversion rates will rise.

  1. A clear single call to action.

  2. So many email designs fall flat because they don’t have a clear call to action - this call to action is your instruction to your viewer to do something.

    The emails that have the highest conversion rate are emails that use a large button as the call to action. Big buttons mean better conversions as it’s one of the first things that your viewer’s eye falls on.

  3. Optimised for mobile

  4. Nowadays, there are more people reading emails on their mobile devices as their first choice. According to Hubspot, 46% of all email opens happen on a mobile device, with desktop and then tablet coming in 2nd and 3rd. They also state that a whopping 73% of millennials use mobile devices as the preferred device for reading an email.

    Well, the question is, how should you make sure that your email marketing works well on smaller devices?

    The main thing to avoid is using too much text and in small font size - we just don’t have the time or inclination to read a lot of text on a 5-inch screen. In order to achieve those higher conversion rates, use the smallest amount of text possible and don’t go smaller than point size 14.

  5. Include an opt-in statement

  6. In order to maximise your email conversions, it’s important to make sure that as many people stay on your mailing list as possible. Nowadays, we all receive lots of emails - not all of these are emails that we’ve asked to receive or even want to receive.

    If you recipients don’t remember asking to receive our email, then more often than not they’ll unsubscribe and often delete it.

    You may have noticed that lots of emails that you receive this have a small line of text at the very top stating something like:

    ‘You have received this email because you are a customer of XY or have previously enquired with us”

    Reminding people of why they are receiving your email makes a huge difference to retaining subscribers. After all - the more subscribers you retain, the higher the chances of increased engagement with your mailer.

  7. An engaging subject header line

  8. Email marketing campaigns will often live and die by the subject header line. This is often your primary chance to tempt your subscribers into engaging with your send.

    If the subject header doesn’t stand out in the inbox, or grab their attention, then there’s a high chance that they’ll just delete it without reading it.

    In order for the other elements in your mailer to do their job - such as the call to action for example - then the subject header needs to meet its goal of enticing the viewer to open your mailer.

    There are several things to try with your subject header to really boost the chances of it doing it’s job. The first is to try using and emoji - it’s a really quick and easy thing to implement and it really helps to make your email stand out in a sea of text-only subject thread lines in your recipient’s email inbox.

    The second thing to try with your subject header line is to ask a question. Often asking a question will prompt the viewer to want to explore your email to resolve the question. So many emails will include a subject header line such as ‘welcome to our newsletter’ or ‘announcing our summer sale’. Subject headers such as this do very little to spark the interest of your recipients.

  9. Good deliverability

  10. It seems like a bit of an obvious one, but as an email marketer, it’s really important to make sure that you are doing everything that you can to ensure that your email are successfully reaching the inboxes of your recipients.

    Without good deliverability, it doesn’t matter how great your mailer looks or how strong your customer offer is; if people aren’t seeing it - they can’t engage with it.

    There are several ways to ensure that your deliverability is always good.

    • Make sure your sending server has a good sender reputation. If your email software shares serve space with other customers - make sure the sender reputation score highly.

    • Verify your sending domain - If you are using email marketing software, then you’ll need to verify your own domain name. Doing this adds a seal of authenticity and ensure smooch better delivery.

    • Make sure your recipients have all opted in. Spam email campaigns really don’t work, so only send your email marketing to people who have asked to receive it.

    • Make sure any old email addresses are removed. If an address is old - it could bounce when you send to it, a high bounce rate will cause reputation damage to your sending server. This means lower future deliverability.

    • Check your mailer for spam content. If you make sure that your email doesn’t contain spam phrases such as sale, promotion, free or discount, then this will help to keep your mailer inbox friendly.


Ok, that’s the five main elements that your email marketing should have in place in order to greatly increase it’s success.

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