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How To Design An Email Newsletter That Converts

Category: B2B News

Are you looking to create an email newsletter campaign that will stand out from the rest and convert like crazy? Follow this guide to make the most of your emails every time and generate the best possible results.

Why Email Design Is Important?

Competition for attention in your subscribers’ inbox is huge today.

And some great, convincing copy or flashy design stuffed with gifs and images is not enough anymore. But the combination of the two that can work wonders and help you achieve the goals you set with every campaign you launch.

The Elements You Should Pay Attention To

You might think it’s just the obvious ones, but the truth is that every little thing matters when it comes to designing an email. A high performing email campaign is an invaluable marketing tool for your business but if you don’t do it right you are probably missing out a lot of revenue.

Subject Line

You may have spent days creating a truly amazing email that will blow your reader’s minds and boost your sales. But if the subject line is not click-worthy then no one will ever read it. So, your subject line is more important than you might have thought.

There are many things you can try if you want to make a subject line that your subscribers can’t resist.

Some of the most successful emails are those that suggest something useful for the reader or arouse curiosity.

For example:

“How To Cook With Just 3 Ingredients”


“Have you seen the dress everyone is talking about?”

Other things to implement in your subject line strategy are creating a sense of urgency by using words like “only today” or “expires soon”, or aiming at your customer’s FOMO (fear of missing out) by using lines like “the pen every stationary lover adores”.

Take this email for example. Now, the most common way to promote a dress would be to go for something like “new summer dresses” or “dresses you will love”. But this free people newsletter here chooses to personalize its subject line so that it arouses the readers’ curiosity and feels so personal you could almost think you were the only recipient. Plus, includes the price to make it even more attractive.

It’s also a good idea to add an emoji so your headline will pop immediately in someone’s’ inbox.

And remember, short and sweet is usually the best way to go.

Sender Name

No one opens an email without checking the sender. So it’s important to build trust with your audience by using the proper name. The most common and safest way is to use your company name and, depending on the industry or campaign, you can also add the word “team” to give a friendlier tone.

Another effective method is to use your name plus the brand. For example, you can choose “Mark from CakeKing. According to SuperOffice, “by using a specific personal name, rather than a general email address or company name, you can increase open rates by as much as 35%”.  

Make your sender name recognizable, maintain brand recognition and add that extra something to your email to win more chances of getting your newsletter opened.

List Segmentation

There is no such thing as the perfect email. At least not for all your customers. Because they all have different tastes and needs and of course want to be treated accordingly.

So if you want to create a successful email marketing campaign, you should always send out the right email, with relevant content that speaks straight to your subscriber’s hearts.

A few ways to do this is by segmenting your list by:

  • Demographics
  • Open Rates
  • Click-through Rates
  • Purchase History
  • Age
  • Job Title
  • Gender

List segmentation is a powerful strategy that helps you increase sales, enhance customer loyalty, improve sender reputation and significantly improve open rates.


When it comes to conversions, the Call-To-Action button you choose is of key importance. It is advisable, when creating your email, to first write your CTA. This way you will easily define your emails’ purpose and set up your content accordingly.

Your button should more or less answer the readers’ following questions:

  • What you offer
  • What you’re asking in return
  • What you want them to do

In other words, decide what your CTA’s goal will be.

In order to get your message across successfully, you should choose your words carefully. Remember, you want your button to be powerful but short.

This Tattly email for Mother’s Day makes for a great example. The green button stands out, the text is short and most importantly it gives the benefit in one sentence. Codes are always a great way to attract customers and a call like this will most probably get a lot of clicks.

Use actionable language to convince your reader to take action with strong verbs that explain the benefit of the click and be specific. Also, choose contrasting colors that make your button stand out, make it big and most importantly, make it look like an actual button. Otherwise, chances are your reader won’t even notice it.

Mobile Friendly

According to Litmus 47% of email is now opened on a mobile device. So it’s easy to understand how many opens you are missing if you don’t optimize your email newsletter for mobile.

For a successful email campaign, you should always enhance the reader experience keeping in mind that there are a few different devices out there that people use.

Create a mobile responsive email that will include a short subject line and single – column templates so they look good on your reader’s screen and remember to use small size fonts, small images and keep your email width under 600 pixels.


The right image in your newsletter can have a huge impact on the behavior of your reader. It can tell a story, deliver the essence of your message and grab the reader’s attention in order to keep him reading. Of course, the perfect image never distracts from the text and always fits into your brand’s style.

Always use quality images that complement your content, knowing that images with people usually work best. Also, when adding an image in your email, you want to make it fits right. It’s best to keep your images no wider than 600 pixels, for all the mobile users out there. Last but not least, prefer PNG files that support text well and can fix some distortions caused by other file types.

Spam Filters

We’ve talked about how to make readers open your email, but what if it doesn’t even make it to their inbox? If you don’t want your campaign to end up in the trash, make sure to avoid spam filters.

You can achieve this by staying away from spammy words such as “sale” and “free”, and inserting only a limited number of links in your content to keep it safe. Also, avoid all capitals and too many exclamation marks in your subject line and use a personal sender name.

Additionally, in order to avoid spam filters, you might want to consider using a professional email marketing software like Moosend or SendX.

The Takeaway

Email marketing is one of the easiest and most powerful ways to supercharge your sales, increase brand awareness and stay at the top of your game.

But in order to get the best results of your campaigns you should always pay attention to all those little, or not so little, things that customers appreciate and that make your email newsletter grand.

There are numerous email marketing platforms out there to help you launch a perfect email campaign. So get down to business and prepare yourself to welcome a new era in your business. That of high revenue and success.

By Nestor Gilbert

Senior writer for FinancesOnline. If he is not writing about the booming SaaS and B2B industry, with special focus on developments in CRM and business intelligence software spaces, he is editing manuscripts for aspiring and veteran authors. He has compiled years of experience editing book titles and writing for popular marketing and technical publications.

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