How to Convert An Email Marketing Lead

Hannah Hicklen

Email marketing leads have the potential to become new customers. Optimize your campaigns and increase your conversion rate by following these tips. 


Email leads are the contacts you’ve collected for your email marketing campaign. Usually, businesses gather this information through an opt-in form on their website. Often, this is paired with an incentive like a gift or a discount on a product or service. 

Ultimately, these contacts are potential customers that have shown interest in your products and services. Through your email marketing efforts, you can build relationships with both potential and existing customers. 

On average, companies can expect an average return of $42 for every $1 they spend on email marketing. With that in mind, here are some email marketing tips to convert your email marketing leads. 

  • Write attention-grabbing subject lines
  • Focus on design
  • Keep your text short
  • Use automation 

Write Attention-Grabbing Subject Lines

The average office worker receives 121 emails per day. That’s a lot of emails for people to go through — are they all read? Of course not. Some people will put your email in the trash without even reading it first. 

To get people to open your emails and read them, you need to make your content stand out in your audiences’ inboxes. Your subject line is your first impression for users, so you need to hook them. 

Here are a few subject line writing tips to increase your open rate: 

  • Keep it short — no more than 50 characters
  • Use humor and puns when appropriate
  • Avoid sending from a no-reply email address
  • Pose a question
  • Use emojis
  • Personalize it
  • Highlight limited offers
  • Segment your audience

Jolyn, a swimwear company, implements several of these tips when writing their subject lines. In some of their most recent marketing emails, they’ve used emojis, made puns, and referenced upcoming events. 

Jolyn Subject Lines

Because they’re unique, they stand out in their customers’ inboxes and encourage readers to open them. Of course, this strategy aligns with their brand. A B2B company, on the other hand, might want to use titles that are a little more professional. 

Monitor your open rates to see what works best for your business. Rather than just going off your intuition, conduct A/B tests to pinpoint what is more effective for each audience. 

Focus on Design

While creating great content is a must for email marketing campaigns, the design of your emails is just as important. Similar to how your company might focus on creating a user-friendly interface for your website, you want to make sure your email is aesthetically pleasing and gets your point across. 

When designing your email: 

  • Keep it simple
  • Use images and color
  • Include a clear CTA

Keep it simple

If there is too much to look at, your readers can get distracted and miss the most important elements of your email. Instead, keep your message simple and straight to the point. 

Simple design can guide your customers’ eyes to the key things you want them to take away from your email. For example, use fonts that are easy to read such as Serif or Sans Serif instead of more complex scripts. 

You should also establish a visual hierarchy by arranging elements so that the most important information is at the top. Remember that many people will be reading your content on mobile devices, so make sure your content is optimized for that format.

By creating a seamless experience, you can keep your readers engaged and encourage them to click through to your site. 

Use images and color

Images and colors can grab your audience’s attention once they’ve clicked on your email. At the same time, use your email marketing content to grow your brand recognition. Feature your branding elements, such as your color palette and logo so customers can easily recognize your company’s name. 

Include a clear CTA

Remember that your marketing emails have a purpose. Make sure your users know that your CTAs and links are clickable by using bright colors, animations, and 3D elements. By grabbing your readers’ attention, you can boost your click through rate. 

How to bring it all together

Azazie, an online dress retailer, featured several of these strategies in a recent email. Hoping to get recipients to download their app, they included clear call-to-actions that would allow users to get the iOS or Android version. 

On top of that, they included clearly clickable links that direct the reader to their site. 

Azazie email marketing example

Their email also stands out because they featured their signature color, a light pink, and included eye-catching images of what the app would look like. 

Keep Your Text Short

Once people open your email, they’re only going to spend a few seconds reading it. Consequently, short emails are much more effective. The ideal length of email copy is between 50–125 words. Emails that fall within that range typically receive a 50% response rate.  

Use short, bold sentences that are easy to spot on the page. If you must write more than a few sentences, break it up so readers can skim through it and still get your message. However, you should still try to make your content as skimmable as possible. 

Consider using different fonts and highlighting important sentences with colors that align with your branding. At the same time, use descriptive headers and labels. This allows your audience to get a basic understanding of what you’re trying to convey without having to read the entire email. 

Use Automation 

Email automation software such as MailChimp or HubSpot are valuable resources your marketing team needs to utilize.  By automating much of your campaign, you can save time, increase engagement, and provide a better experience for your customers. 

Email software allows businesses to create templates and enroll contacts so they can send out many emails at once. At the same time, they can set up sequences to follow up with people in their contact list to keep them engaged. Automating this process helps marketing teams use their time more effectively. 

On top of that, several features can help you personalize your emails, which can increase your conversion rates. For example, they can add fields so the emails automatically include the recipient’s name or location. 

Use Email Marketing to Generate Leads for Your Business

Email marketing is a useful strategy for nurturing leads throughout the sales funnel. To get the most out of your campaigns, you need to make sure that your content is actually being seen. Be sure to include attention-grabbing subject lines that make your readers want to open your emails. 

Keep those readers engaged by creating simple designs that feature colors and images that align with your brand. Try to keep your text short by highlighting your primary message. However, you need to make sure that your call-to-actions pop to really get people to click through to your site. 

Finally, use automation to save you time and add a level of personalization that will increase your conversion rate. 

To get started on your email marketing campaign, contact a top digital marketing agency who can help you convert your leads. 


Hannah Hicklen

Hannah Hicklen is a Senior SEO Specialist that supports content and research efforts for Clutch.
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