{"id":35471,"date":"2015-12-28T11:41:22","date_gmt":"2015-12-28T11:41:22","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=35471"},"modified":"2025-07-22T15:36:38","modified_gmt":"2025-07-22T10:06:38","slug":"components-of-highly-converting-email","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/components-of-highly-converting-email\/","title":{"rendered":"5 Components of Highly Converting Email You Must Know\u2013Analysis for Optimization"},"content":{"rendered":"\n<p>When it comes to<a href=\"https:\/\/vwo.com\/glossary\/lead-generation\/\"> lead generation<\/a> or customer communication, <a href=\"https:\/\/vwo.com\/glossary\/email-marketing\/\">email marketing<\/a> is still the preferred medium for a lot of businesses.<\/p>\n\n\n\n<p>And, for good reasons. 60% of marketers report that their email marketing efforts produce healthy ROI.<\/p>\n\n\n\n<p>However, email marketing can only be effective when you know how to draft near-perfect emails; the kind that users love to find in their inbox.<\/p>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/a><\/em><\/h4>\n\n\n\n<p><a href=\"https:\/\/vwo.com\/testing\/ab-testing\/\">Optimizing every element of an email<\/a> can present a lot of insights and improvement opportunities to accomplish your business goals.<\/p>\n\n\n\n<p>In this post, we dissect and look at five email components, and find how to create flawless emails. Here are the components of a typical email you\u2019ll find analyzed in this post:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Subject line<\/strong><\/li>\n\n\n\n<li><strong>Sender name<\/strong><\/li>\n\n\n\n<li><strong>Images within email<\/strong><\/li>\n\n\n\n<li><strong>Email copy<\/strong><\/li>\n\n\n\n<li><strong>Call to action<\/strong><\/li>\n<\/ul>\n\n\n\n<p>So, let\u2019s begin.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"1. Subject line\" id=\"1-subject-line\" data-menu-id=\"1-subject-line\" style=\"text-align:left\">1. <strong>Subject line<\/strong><\/h2>\n\n\n<p>The subject line of an email is the most important factor for users to open an email. No matter how great your email content is, if the subject line doesn\u2019t push users to open the email, it\u2019s going to waste.<\/p>\n\n\n\n<p>You should spend as much effort in mulling over the subject line of an email as you do while drafting the email itself. Here are some important factors to consider before writing a subject line:<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Length of the subject line\" id=\"length-of-the-subject-line\" data-menu-id=\"length-of-the-subject-line\" style=\"text-align:left\"><strong>Length of the subject line<\/strong><\/h3>\n\n\n<p>Too long a subject line runs the risk of not showing up completely in the user\u2019s inbox. Too short a subject line might fail to communicate what the email has to offer.<\/p>\n\n\n\n<p>While there\u2019s no magic number for the most-effective length of a subject line, some studies give us a point of reference.<\/p>\n\n\n\n<p>An article by MarketingSherpa shows that subject lines with 41-50 characters are the most popular among marketers. It also shows that 61-70 characters deliver the highest read rates.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"609\" height=\"403\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Email-Marketing-Chart-How-subject-line-length-affects-open-rates-MarketingSherpa-2015-12-18-13-16-53.jpeg\" alt=\"Subject line length and average read rate chart\" class=\"wp-image-35473\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Email-Marketing-Chart-How-subject-line-length-affects-open-rates-MarketingSherpa-2015-12-18-13-16-53.jpeg 609w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Email-Marketing-Chart-How-subject-line-length-affects-open-rates-MarketingSherpa-2015-12-18-13-16-53.jpeg?tr=w-375 375w\" sizes=\"(max-width: 609px) 100vw, 609px\" \/><figcaption class=\"wp-element-caption\">Image Source: <a href=\"https:\/\/www.marketingsherpa.com\/1news\/chartofweek-05-18-15-lp.htm\" target=\"_blank\" rel=\"noreferrer noopener\">MarketingSherpa<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Moreover, <a href=\"https:\/\/blog.hubspot.com\/sales\/subject-line-stats-open-rates-slideshare\">40%<\/a> of emails are opened on mobile first.<\/p>\n\n\n\n<p>It would be wise to use even shorter subject lines if your users are primarily on mobile. Be aware that the most popular mobile phones let you display only 31-40 characters of a subject line.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Employing psychological elements\" id=\"employing-psychological-elements\" data-menu-id=\"employing-psychological-elements\" style=\"text-align:left\"><strong>Employing psychological elements<\/strong><\/h3>\n\n\n<p>Construct subject lines incorporating psychological triggers that influence buyer behavior. For example:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-curiosity\"><strong><strong>Curiosity<\/strong><\/strong><\/h4>\n\n\n\n<p>You can build curiosity among users by not entirely revealing what the email has to offer in the subject line. This can impel users to open the email to find what\u2019s inside. But use your discretion. Unless the user has reason to believe the action (opening the email) is going to reveal something worthwhile, your email will remain unread.<\/p>\n\n\n\n<p>Curiosity can work well with your <a href=\"https:\/\/snov.io\/email-drip-campaigns\" target=\"_blank\" rel=\"noreferrer noopener\">drip email<\/a> campaigns, as users are aware of your brand and have context to your business.<\/p>\n\n\n\n<p>\u201840% off on everything\u2019 is a juicy deal This tells the user that the offer is subject to some condition that needs to be met. Following example from Kate Spade gives prospects an enticing reason to open the email and watch out for new additions.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"114\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/unnamed-9.png\" alt=\"\" class=\"wp-image-59860\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/unnamed-9.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/unnamed-9.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"218\" height=\"512\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/unnamed-10.png\" alt=\"curiosity example\" class=\"wp-image-59862\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/sleeknote.com\/blog\/promotional-emails#2\" target=\"_blank\" rel=\"noreferrer noopener\">Sleeknote<\/a><br><\/figcaption><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\" id=\"h-urgency\"><strong><strong>Urgency<\/strong><\/strong><\/h4>\n\n\n\n<p>You can use urgency in your subject lines to make users open your emails.<\/p>\n\n\n\n<p>Offer lucrative deals to your users, with a limited time validity. Mentioning that on your subject line can compel users to open an email in an attempt to not miss the deal.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-exclusivity\"><strong><strong>Exclusivity<\/strong><\/strong><\/h4>\n\n\n\n<p>Offer personalized content, discount deals, or other exclusive incentives to some of your users. If the subject line mentions that the email contains something exclusive for users, they\u2019ll feel valued and proceed to see what the exclusive offer is.<\/p>\n\n\n\n<p>Notice how the above email employs exclusivity and urgency together.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Testing different subject lines\" id=\"testing-different-subject-lines\" data-menu-id=\"testing-different-subject-lines\" style=\"text-align:left\"><strong>Testing different subject lines<\/strong><\/h3>\n\n\n<p>You cannot know beforehand about which one of your subject lines will perform the best.<\/p>\n\n\n\n<p>A subject line that worked great for one business might fail for another business\u2019 email. It all depends on your audience and what they crave.<\/p>\n\n\n\n<p>But, you can find out what works best by <a href=\"https:\/\/vwo.com\/blog\/email-ab-testing\/\">A\/B testing different subject lines for your emails<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png\" alt=\"Blog Banner A\/B test\" class=\"wp-image-59850\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"643\" height=\"614\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Subject-Line-Comparison-MailChimp-2015-12-19-17-00-07.jpeg\" alt=\"Best subject lines and worst subject lines comparison\" class=\"wp-image-35483\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Subject-Line-Comparison-MailChimp-2015-12-19-17-00-07.jpeg 643w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Subject-Line-Comparison-MailChimp-2015-12-19-17-00-07.jpeg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Subject-Line-Comparison-MailChimp-2015-12-19-17-00-07.jpeg?tr=w-375 375w\" sizes=\"(max-width: 643px) 100vw, 643px\" \/><\/figure>\n<\/div>\n\n\n<p>Sometimes, even the most plain subject lines can work wonders. Take a look at <a href=\"https:\/\/mailchimp.com\/email-marketing\/\">Mailchimp\u2019s comparison<\/a> of the best and the worst performing subject lines.<br><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"2. Sender name\" id=\"2-sender-name\" data-menu-id=\"2-sender-name\" style=\"text-align:left\"><strong>2. Sender name<\/strong><\/h2>\n\n\n<p>Often, businesses use the company name, brand name, product name, name of a person, or simply an email address as the sender name for their emails. Quite apparently, not much thought is given in deciding the sender name. Perhaps, because it occupies much less space in inboxes compared to subject lines.<\/p>\n\n\n\n<p>Ignoring sender names can cost businesses dearly.<\/p>\n\n\n\n<p>The importance of an email\u2019s sender name can be seen from the fact that 43% users report emails as spam just on the basis of their sender names.<\/p>\n\n\n\n<p>The best choice of sender name for your emails should be what your users relate to the closest.<\/p>\n\n\n\n<p>For big companies, using the brand name as the sender name seems to be an obvious choice. But, for smaller companies, using their founder\u2019s name \u2014 who presumably has a greater reach \u2014 along with the brand name can lead to better email performance.<\/p>\n\n\n\n<p>Take a look at this screenshot.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"969\" height=\"197\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Inbox-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-19-17-48-25.jpeg\" alt=\"comparison of different sender names of email\" class=\"wp-image-35485\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Inbox-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-19-17-48-25.jpeg 969w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Inbox-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-19-17-48-25.jpeg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Inbox-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-19-17-48-25.jpeg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Inbox-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-19-17-48-25.jpeg?tr=w-375 375w\" sizes=\"(max-width: 969px) 100vw, 969px\" \/><\/figure>\n<\/div>\n\n\n<p>The first email lacks any information about the brand name. The sender name and the subject line (and even the small preview text following it) doesn\u2019t mention it. The email gives little encouragement to users to open it.<\/p>\n\n\n\n<p>In contrast, the second email clearly communicates the brand name (Hubspot) and gives immediate credibility to the email.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"3. Images within email\" id=\"3-images-within-email\" data-menu-id=\"3-images-within-email\" style=\"text-align:left\"><strong>\u00a03. Images within email<\/strong><\/h2>\n\n\n<p>Images have become an essential part of emails today. <a href=\"https:\/\/www.hubspot.com\/marketing-statistics\">65% of users<\/a> prefer emails that contain mostly images.<\/p>\n\n\n\n<p>However, using images in emails calls for a number of factors that need to be taken into consideration.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Number of images\" id=\"number-of-images\" data-menu-id=\"number-of-images\" style=\"text-align:left\"><strong>Number of images<\/strong><\/h3>\n\n\n<p>How many images are too many images? This depends upon the type of the email, and the audience that you\u2019re targeting. By looking at the performance of your previous email campaigns, you can figure out the number of images that your users are most comfortable with.<\/p>\n\n\n\n<p>Nevertheless, Constant Contact <a href=\"https:\/\/blogs.constantcontact.com\/email-images\/\">reported<\/a> that emails with three or fewer images delivered the highest clickthrough rates.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Using Alt tags\" id=\"using-alt-tags\" data-menu-id=\"using-alt-tags\" style=\"text-align:left\"><strong>Using Alt tags<\/strong><\/h3>\n\n\n<p>Many email clients do not show images within an email automatically. They require users to click on a \u201cDisplay Images\u201d button to show the images. When users don\u2019t do that, they find an empty email devoid of images.<\/p>\n\n\n\n<p>However, HTML alt tags can still help you display information in an email. For instance, \u201c<a href=\"https:\/\/vwo.com\/glossary\/alt-text\/\">alt text\u201d<\/a> lets you display text in place of images, whenever the email client does not show images.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"532\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/PlainALTText-1024x532-copy.jpg\" alt=\"Using alt text for images in emails\" class=\"wp-image-35491\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/PlainALTText-1024x532-copy.jpg?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/PlainALTText-1024x532-copy.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/PlainALTText-1024x532-copy.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/PlainALTText-1024x532-copy.jpg?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Furthermore, you can use CSS to stylize the alt text to make them look better.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full alignnone\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"721\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/4WD_ALTTags1-1024x721-copy.jpg\" alt=\"CSS used within alt text for images \" class=\"wp-image-35493\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/4WD_ALTTags1-1024x721-copy.jpg?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/4WD_ALTTags1-1024x721-copy.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/4WD_ALTTags1-1024x721-copy.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/4WD_ALTTags1-1024x721-copy.jpg?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Using different file formats for images\" id=\"using-different-file-formats-for-images\" data-menu-id=\"using-different-file-formats-for-images\" style=\"text-align:left\"><strong>Using different file formats for images<\/strong><\/h3>\n\n\n<p>There are a variety of file formats for images that you can use with your emails.<\/p>\n\n\n\n<p>Out of them all, JPEG and PNG file formats are the most used across the internet. Both have their own advantages and drawbacks, and the choice should depend on your requirements.<\/p>\n\n\n\n<p>Also, the GIF format of \u201cmoving images\u201d is getting popular to make emails more fun. Here\u2019s an example:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"550\" height=\"786\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/JackSpadeGIF.gif\" alt=\"GIF used in email\" class=\"wp-image-35495\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/www.litmus.com\/blog\/png-gif-or-jpeg-which-ones-should-you-use-in-email\/\" target=\"_blank\" rel=\"noreferrer noopener\">Litmus<\/a><br><\/figcaption><\/figure>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization-2.png\" alt=\"Blog Banner A\/B test\" class=\"wp-image-59852\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization-2.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization-2.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization-2.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization-2.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization-2.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization-2.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization-2.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\" id=\"h-email-copy\"><em><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"4. Email copy\" id=\"4-email-copy\" data-menu-id=\"4-email-copy\" style=\"text-align:left\"><strong>4. Email copy<\/strong><\/h2>\n\n\n<p>An eye-catching subject line and a few interesting images may deliver increased open rate for an email.<\/p>\n\n\n\n<p>But if the email copy \u2014 the actual content \u2014 is ineffective, you won\u2019t get click throughs and conversions. Delivering poorly written emails is a guaranteed path to miserable conversion rates.<\/p>\n\n\n\n<p>Here are a few ways to ensure that your email copy is top-notch.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Write scannable copy\" id=\"write-scannable-copy\" data-menu-id=\"write-scannable-copy\" style=\"text-align:left\"><strong>Write scannable copy<\/strong><\/h3>\n\n\n<p>It\u2019s well-established that web users don\u2019t read anything on the internet completely. Whether it\u2019s an article or an email, users scan through, trying to identify valuable and snackable bits of content.<\/p>\n\n\n\n<p>Your email copy should have scannable components that users can pick up easily.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Write short bulleted points.<\/li>\n\n\n\n<li>Highlight your main content using contrasting colors.<\/li>\n\n\n\n<li>Use phrases in place of whole sentences (while communicating the intended meaning).<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s an example of an email marketing campaign by Jay. If you look closely, its design and placement of image and copy is aligned with the F-reading pattern:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"660\" height=\"950\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/pasted-image-0-1-2.png\" alt=\"email marketing campaign by Jay\" class=\"wp-image-59854\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/pasted-image-0-1-2.png 660w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/pasted-image-0-1-2.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/pasted-image-0-1-2.png?tr=w-375 375w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/structure-email-marketing-campaigns-scanners\/\" target=\"_blank\" rel=\"noreferrer noopener\">Campaign monitor<\/a><br><\/figcaption><\/figure>\n<\/div>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Use headlines with discretion\" id=\"use-headlines-with-discretion\" data-menu-id=\"use-headlines-with-discretion\" style=\"text-align:left\"><strong>Use headlines with discretion<\/strong><\/h3>\n\n\n<p>You don\u2019t want to confuse users with a ton of headlines within a single email.<\/p>\n\n\n\n<p>With multiple headlines, users will find it confusing to understand the hierarchy of information? what\u2019s most important and what\u2019s not. Users won\u2019t know what to focus on. The cursor drifts, and the user is lost.<\/p>\n\n\n\n<p>When your email contains only a few headlines, users\u2019 attention is effectively directed towards them.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Avoid spammy words\" id=\"avoid-spammy-words\" data-menu-id=\"avoid-spammy-words\" style=\"text-align:left\"><strong>Avoid spammy words<\/strong><\/h3>\n\n\n<p>There are certain words that can trigger spam filters of email clients, e.g., \u201cfree,\u201d \u201cmoney back guarantee,\u201d etc.<\/p>\n\n\n\n<p>Including such words excessively inside your email copy can send your emails to the dreaded spam folder. Use them sparingly.<\/p>\n\n\n\n<p>Below are a few more spam words for your reference:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Visit our website<\/li>\n\n\n\n<li>50% Off<\/li>\n\n\n\n<li>Click here<\/li>\n\n\n\n<li>Call now<\/li>\n\n\n\n<li>Subscribe<\/li>\n\n\n\n<li>Bonus<\/li>\n\n\n\n<li>Discount<\/li>\n\n\n\n<li>Save up to<\/li>\n\n\n\n<li>Prizes<\/li>\n\n\n\n<li>Information you requested<\/li>\n\n\n\n<li>Important information regarding<\/li>\n\n\n\n<li>Guarantee, Guaranteed<\/li>\n\n\n\n<li>Special Promotion<\/li>\n\n\n\n<li>Great Offer\/Deal<\/li>\n\n\n\n<li>All New<\/li>\n\n\n\n<li>One Time<\/li>\n\n\n\n<li>Order Now<\/li>\n<\/ul>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Clearly state the benefits\" id=\"clearly-state-the-benefits\" data-menu-id=\"clearly-state-the-benefits\" style=\"text-align:left\"><strong>Clearly state the benefits<\/strong><\/h3>\n\n\n<p>More than the information on your product or service, users are interested in knowing the benefits they\u2019ll receive from it. Your email copy must communicate benefits over features.<\/p>\n\n\n\n<p>Take a look at this newsletter from Litmus:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"132\" height=\"512\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/unnamed-8.png\" alt=\"newsletter from Litmus\" class=\"wp-image-59856\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/blog.hubspot.com\/marketing\/email-newsletter-examples-list\" target=\"_blank\" rel=\"noreferrer noopener\">Hubspot<\/a><\/figcaption><\/figure>\n<\/div>\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"5. Call to Action\" id=\"5-call-to-action\" data-menu-id=\"5-call-to-action\" style=\"text-align:left\">5. <strong>Call to Action<\/strong><\/h2>\n\n\n<p>So your users have opened your email and gone through its images and content. What next?<\/p>\n\n\n\n<p>You need them to take some action on the email that translates to a conversion. The conversion can be anything based on your campaign: clickthrough to your website, a resource download, completion of an abandoned order, etc.<\/p>\n\n\n\n<p>You can direct users to take such actions using a <a href=\"https:\/\/vwo.com\/glossary\/call-to-action-cta\/\">Call to Action<\/a> (CTA) button.<\/p>\n\n\n\n<p>Follow the below practices to make your CTA button stand out.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Minimize number of CTAs\" id=\"minimize-number-of-ctas\" data-menu-id=\"minimize-number-of-ctas\" style=\"text-align:left\"><strong>Minimize number of CTAs<\/strong><\/h3>\n\n\n<p>Your emails should have just a single goal to fulfill (else it is an email with no definite purpose), it should contain only one (or at most two) CTA buttons. This helps users easily identify the CTA, increasing the chances of a conversion.<\/p>\n\n\n\n<p>For example, Whirlpool reduced the number of CTAs in one of its emails from four to just one and achieved 42% more click throughs.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"139\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/whirlpool_2-blog-half.jpg\" alt=\"Single CTA in email copy (example) \" class=\"wp-image-35503\" \/><figcaption class=\"wp-element-caption\">&nbsp;<br><a href=\"https:\/\/www.whirlpoolindia.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Whirlpool\u2019s<\/a> email with a single CTA button<br><\/figcaption><\/figure>\n<\/div>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Make the CTA visible\" id=\"make-the-cta-visible\" data-menu-id=\"make-the-cta-visible\" style=\"text-align:left\"><strong>Make the CTA visible<\/strong><\/h3>\n\n\n<p>Perhaps, the most important attribute of a CTA button is its visibility.<\/p>\n\n\n\n<p>If your CTA button blends in with the background, it is as good as plain text of your email.<\/p>\n\n\n\n<p>Ideally, your CTA button should have sufficient white space around it, and it must carry a contrasting color to the background.<\/p>\n\n\n\n<p>Here\u2019s an example of a clear email CTA button from Canva.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"799\" height=\"763\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/See-Whos-Using-Canva-for-Work-Case-Studies-Inside-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-20-18-01-08.jpeg\" alt=\"Example of a clearly visible CTA\" class=\"wp-image-35513\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/See-Whos-Using-Canva-for-Work-Case-Studies-Inside-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-20-18-01-08.jpeg 799w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/See-Whos-Using-Canva-for-Work-Case-Studies-Inside-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-20-18-01-08.jpeg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/See-Whos-Using-Canva-for-Work-Case-Studies-Inside-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-20-18-01-08.jpeg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/See-Whos-Using-Canva-for-Work-Case-Studies-Inside-nitin.deshdeep@wingify.com-Wingify-Software-Pvt.-Ltd.-Mail-2015-12-20-18-01-08.jpeg?tr=w-375 375w\" sizes=\"(max-width: 799px) 100vw, 799px\" \/><figcaption class=\"wp-element-caption\">Image Source: <a href=\"http:\/\/canva.com\" target=\"_blank\" rel=\"noreferrer noopener\">Canva<\/a><\/figcaption><\/figure>\n<\/div>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Use actionable and relevant CTA copy\" id=\"use-actionable-and-relevant-cta-copy\" data-menu-id=\"use-actionable-and-relevant-cta-copy\" style=\"text-align:left\"><strong>Use actionable and relevant CTA copy<\/strong><\/h3>\n\n\n<p>The CTA buttons within your emails must be directly related to your email\u2019s purpose. The <a href=\"https:\/\/vwo.com\/blog\/call-to-action-buttons-ultimate-guide\/\">CTA copy should effectively communicate the specific action that the email wants users to take<\/a>. By using an actionable phrase, you can push users to go for that conversion.<\/p>\n\n\n\n<p>Here is an excellent example. The CTA says \u2018Shop Loafers\u2019. Talk about simplicity.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"618\" height=\"587\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Email-marketing-CTA-design-five-good-vs.-six-bad-examples-Econsultancy-2015-12-20-18-10-14.jpeg\" alt=\"clear and relevant CTA in email copy\" class=\"wp-image-35519\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Email-marketing-CTA-design-five-good-vs.-six-bad-examples-Econsultancy-2015-12-20-18-10-14.jpeg 618w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2015\/12\/Email-marketing-CTA-design-five-good-vs.-six-bad-examples-Econsultancy-2015-12-20-18-10-14.jpeg?tr=w-375 375w\" sizes=\"(max-width: 618px) 100vw, 618px\" \/><figcaption class=\"wp-element-caption\">Image Source: <a href=\"https:\/\/www.cityslickerdetroit.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">City Slickers<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>If you wish to understand more about converting users from email campaigns, check out our engaging conversation with Julia Ritter on the VWO Podcast.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-pocket-casts wp-block-embed-pocket-casts\"><div class=\"wp-block-embed__wrapper\">\n<div style=\"width: 100%; max-width: 690px; max-height: 100%; position: relative;\">    <div style=\"padding-bottom: 42.857142857142854%;\"><\/div>    <iframe title=\"Julia Ritter On How To CONVERT Users From Email Campaigns - VWO Podcast\" src=\"https:\/\/pca.st\/embed\/c5igqvlf\" style=\"border: 0; border-radius: 8px; position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" allowfullscreen=\"true\" frameborder=\"0\"><\/iframe><\/div>\n<\/div><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Ready to optimize your marketing emails?\" id=\"ready-to-optimize-your-marketing-emails\" data-menu-id=\"ready-to-optimize-your-marketing-emails\" style=\"text-align:left\"><strong>Ready to optimize your marketing emails?<\/strong><\/h2>\n\n\n<p>Use these tips to optimize your marketing emails and boost conversions. Do not forget to let us know about your success stories by writing to us at <a href=\"mailto:marketing@vwo.com\">marketing@vwo.com<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#request-demo\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"1256\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png\" alt=\"Banner Email Optimization\" class=\"wp-image-59858\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/End-Banner_5-Parts-of-a-Highly-Converting-Email-\u2013-Analysis-for-Optimization.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to lead generation or customer communication, email marketing is still the preferred medium for a lot of businesses. And, for good reasons. 60% of marketers report that their email marketing efforts produce healthy ROI. However, email marketing can only be effective when you know how to draft near-perfect emails; the kind that&#8230;<\/p>\n","protected":false},"author":81,"featured_media":56573,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":10,"footnotes":""},"categories":[10562],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[10636],"region":[],"class_list":["post-35471","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Components of a Highly Converting Email | VWO<\/title>\n<meta name=\"description\" content=\"Over years email has remained the go to channel for lead generation. Here are the top 5 components that make a perfect email and tips to optimize your email copy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/blog\/components-of-highly-converting-email\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Components of a Highly Converting Email | VWO\" \/>\n<meta property=\"og:description\" content=\"Over years email has remained the go to channel for lead generation. 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