How to create an email template that is optimised for conversion

Best practices for email templates including benchmarks for opens, clicks, and conversion rates

If you send feedback requests to your contacts, you want the conversion rate to be as high as possible. This article explains how you can create an email template that is optimized for conversion.

Step 1: the subject of your email

The subject is very important for the conversion. Make sure your subject meets the follows aspects to increase the conversion rate:

• Clear
• Short
• Personal
• Use emoticons

Example of correct subject that is optimized for conversion:
“What’s your opinion here, [first name]?”

Step 2: the content of your email

The content also plays an important role for the conversion rate. 

• Personally address receiver
• Avoid using images
• Provide a call to action, such as stars, a button or a link
• Flow must be branded

Step 3: the sender name and closing of your email

• Personalize sender (write down a name)
• Do not use a general address (e.g. info@*), use a personal address

Example of correct closing:

"Thanks for your time!

Best,
Joe
joe@domainname.com"

Step 4: the email template to use

Option A: standard HTML email template

We created a standard HTML template, in which we added minimal styling, for the purpose of professionalism. The template is responsive and compatible with all kinds of email providers:

The average rates for this template are as follows:

• Average open rate: 65%
• Average click rate: 27%
• Average conversion rate: 14%

Option B: standard text-only email template

Another option is to use a standard text-only email template. This email template does not contain any styling, which makes the feedback request look very personal to the receiver:

The average rates for this text template are as follows:

• Average open rate: 71%
• Average click rate: 28%
• Average conversion rate: 19%

Option C: personalized HTML email template

You can also create your own HTML template for feedback requests. This way, you are able to make the email look exactly the way you want, completely in line with your brand:

The average rates of such a personalized templates are:

• Average open rate: 66%
• Average click rate: 43%
• Average conversion rate: 24%

Bonus step for conversion: add dynamic content fields

Other options to make the conversion rate of your email campaign even higher? Add dynamic content fields to personalize your feedback request!

...and let's get go!

Set up or optimise your email campaign now now and pick your favourite template! Or check out how to create a text campaign that is optimised for conversion.