How to Build a High Converting Email Template
This guide is all about how you create a high converting email template that grabs attention and drives results—every time.
When it comes to eCommerce, each email you send is an opportunity to connect, engage, and convert.
Here’s how to structure every email you send so it’s memorable, impactful, and effective.
Step 1: Fix Your Deliverability
Before diving into the creative, ensure that your emails actually reach the inbox.
Poor deliverability scores mean your messages are getting flagged as spam or missing the inbox entirely.
If you’re new to deliverability, check out Shawfire Media’s earlier posts on improving deliverability to keep your emails reaching your audience!
Step 2: Get the Timing Right
Even the greatest high converting email template in the world will be forgotten if it arrives at the wrong time. You can study how to get figure out the best sending time for your emails right here.
Step 3: Craft a Subject Line That Demands Attention
A strong subject line is your ticket to getting opened, and in many ways, it’s the most critical part of your email marketing funnel. A good subject line should be:
- Concise: Keep it under 42 characters so you can see the whole thing when it lands in the inbox of the user and doesn’t get cut off.
- Curiosity-Piquing: Leave a hint of mystery or offer a benefit that makes thereader want to know more.
- Personalized: add people’s first name to the email sparingly.
Imagine your subject line as the storefront window—if it catches their eye, they’ll “walk inside” by opening the email.
Example: Instead of “New Collection Out Now,” try “Fresh Styles Just Landed—See What’s Inside!”
Step 4: Use the Headline to Hook and Guide
This is super key to a high converting email template.
Once the email is opened, the headline MUST grab attention and set the stage for the rest of the message.
Think of it as the “doorway” to the rest of the funnel. It should intrigue, provide value, or create an emotional connection that leads seamlessly into the subheading.
This is where you’ll either hook people in, or lose them – so make sure you DO overthink it.
Step 5: For A High Converting Email Template, The Subheading Should Drive Towards the CTA
Your subheading acts as the bridge to your CTA. The role here is to deepen the interest created by the headline and move the reader closer to clicking through. It’s a great place to clarify the offer or add a bit more detail that the subject line and headline couldn’t cover.
For instance, if the headline promises “Style Essentials for Fall,” the subheading could specify, “Handpicked looks perfect for layering and comfort.”
Step 6: A CTA That’s Clear, Actionable, and Direct
Your call-to-action (CTA) needs to be easy to find and clear in its intent.
Keep your CTA short, direct, and action-oriented—think “Shop Now,” “Get Yours Today,” or “Claim Your Discount.”
Don’t be afraid to repeat the CTA at the beginning, middle, and end of the email if it’s long, ensuring readers always have a clear, clickable next step.
However, do NOT have multiple CTAs for different actions. I.e don’t say “order now” and “follow on instagram” .
Only ask for 1 thing per email or people will do nothing due to the possibility of decision fatigue.
Step 7: Imagery That Complements the Message
Images are more than decoration; they’re a way to convey your message instantly and can often speak louder than words.
In fact, when used correctly, visuals can evoke emotion, show product details, and reinforce your brand’s tone.
Ensure your imagery:
- Aligns with Your Brand: Use visuals that are consistent with your brand identity.
- Supports the Message: Choose images that add value to the message, not just fillers.
- Is High Quality: Clear, professional photos or graphics improve credibility and engagement.
For example, if you’re promoting a cozy autumn line, images of models in fall landscapes can enhance the atmosphere and reinforce the theme.
Key Takeaways For Your High Converting Email Template
- Start with Deliverability: Ensure your emails reach the inbox by focusing on best deliverability practices.
- Leverage Timing for Maximum Impact: Send emails at times that align with your audience’s habits and routines.
- Craft a Compelling Subject Line: Make your subject line concise, curiosity-piquing, and relevant.
- Guide Readers with a Strong Headline and Subheading: Each element should build upon the last, leading to a clear CTA.
- Use Visuals to Reinforce Your Message: Imagery should complement and enhance the message, adding depth to your content.
With these steps, every single email you send can drive measurable results and build a lasting connection between your brand and your audience.
At Shawfire Media, we use a holistic, data-driven approach to build emails that convert and nurture loyal customer relationships. Reach out today to take your email marketing to the next level!