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Boost Your Email Marketing Conversion Rate 28% By Making One Simple Change

Boost Your Email Marketing Conversion Rate 28% By Making One Simple Change

Email marketing has long been a favorite in the small business owner’s promotional toolbox. Stringent opt-in and unsubscribe requirements have given customers confidence that brand owners will respect their inboxes, sending only content that is of interest. Average open rates hover between 20 and 30 percent for most companies, with a few superior performers garnering open rates of over 80 percent.

Smartphones are radically changing the email marketing arena. It’s essential that your marketing emails are responsive, so they can be read easily and function flawlessly no matter what device customers use to open them. Two-thirds of all emails are read on mobile devices, so this is really, really important.

[Tweet “Swapping text links for buttons can boost email marketing conversion rates by up to 28%”]

Effective email marketing design for mobile devices extends beyond the responsive template. You have to think through how your customer will encounter and engage with your content. Long blocks of text may have their own appeal when the customer is using a desktop computer, but on a small phone screen, they’re impossible. Format your copy in short paragraphs, with multiple headlines that convey the point of the entire piece to the reader who’s skimming. (SPOILER: That’s almost all of them!)

Use pictures, charts, and interactive features whenever possible to encourage recipients to spend more time with your content and your brand. Encourage sharing by adding “Share this” buttons to particularly compelling aspects of your email; if your content is good, at least a few customers will add it to their social media. Finally, think about what it’s like to use your phone. Is it easier to tap a large, colorful button with your finger, or do you prefer to carefully attempt to touch a text link? Swapping text links for buttons can boost your email marketing’s conversion rate by up to 28 percent – great news for any business owner, and remarkably easy to implement.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office