Email Marketing 101: How to Create Emails That Convert

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Email Marketing 101: How to Create Emails That Convert

Andres Ocampo
March 13, 2025

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Glossary of Key Email Marketing Terms

Term	Definition
CTA (Call-to-Action)	A button or link prompting users to take a specific action like “Buy Now” or “Read More.”
Click-Through Rate (CTR)	The percentage of email recipients who clicked on one or more links in your email.
Open Rate	The percentage of recipients who opened your email.
ESP (Email Service Provider)	Platforms like Klaviyo, Mailchimp, or ConvertKit used to send and manage email campaigns.
Lifecycle Marketing	Email campaigns tailored to where a customer is in the buying journey (welcome, nurture, post-purchase).
A/B Testing	Comparing two email versions to see which performs better based on a key metric (CTR, open rate, etc.).
Transactional Email	Automated messages triggered by user behavior (e.g., order confirmations, receipts).
Preheader Text	The preview text that appears after the subject line in most email inboxes.

Why Email Marketing Still Dominates

Despite new platforms, email marketing continues to deliver one of the highest ROIs across digital marketing channels. The average ROI is $42 for every $1 spent, according to Litmus.

But just sending emails isn’t enough.

The difference between emails that convert and emails that vanish into the Promotions tab lies in strategy, structure, and relevance.

Below are 6 expanded, conversion-focused tactics to supercharge your next email campaign—and the data-backed logic behind each one.

Start with a Clear Message (And One Message Only)

Email should never feel like a brainstorm session.

Too many emails try to say everything. When everything’s important, nothing is.

Ask before writing:

Why am I sending this?
Who is this for?
What is the one thing I want them to do?

Examples of Clear Email Objectives:

Objective	Email Type
Announce a sale	Promotional Campaign
Share a new blog	Newsletter
Upsell after purchase	Post-Purchase Flow
Re-engage lapsed customers	Winback Campaign

Pro Tip: Match your email tone and offer with the reader’s stage in the customer journey (cold lead vs. repeat customer).

Put the Key Message at the Top (Above the Scroll Line)

Most users spend less than 8 seconds reading an email. That means your message must punch hard and fast.

Where to place:

Value proposition in the header
CTA in the hero image or top paragraph
Subject line and preheader should reinforce it

Email Scroll Depth vs. CTR (Benchmark Data)

Scroll Depth	Average CTR
Top 25% of Email	5.9%
Middle 50%	3.7%
Bottom 25%	1.2%

Mobile devices make this even worse. Assume you only have 2–3 visible lines before scroll.

Use Visuals Strategically (Not as Decoration)

Visual content increases retention by 65%. But poor image strategy? It kills load time, distracts, or breaks UX.

Use images to:

Highlight products
Convey emotion
Draw attention to CTAs

Don’t:

Rely on images for all your content (some users block images)
Use large uncompressed files (hurts load speed)
Embed text in images (hurts accessibility & responsiveness)

Image Guidelines:

Max width: 650px
File size: <150KB
Format: WebP or compressed JPEG/PNG
Always include alt text (for accessibility and inbox display fallback)

Make visuals clickable. If your hero image shows a product, link it directly to the PDP.

Balance Your CTAs (And Align Them With Intent)

One of the biggest mistakes in email marketing? Using the same CTA for everyone.

Email isn’t one-size-fits-all—especially when your audience is in different funnel stages.

CTA Examples Based on Funnel Stage:

Audience	CTA Example	Tone
New subscriber	“Learn how it works”	Educational
Returning visitor	“Browse bestsellers”	Intent-based
Warm lead	“Unlock 15% off”	Incentivized
High-value customer	“VIP Early Access”	Exclusive

Pro Tip: Limit to one primary CTA per email to reduce decision fatigue.

Test CTA:

Button color
Button copy (“Shop Now” vs. “See What’s New”)
Placement (top vs. middle vs. bottom)

Drive Clicks to Your Website (Clicks = Revenue)

Opens are vanity. Clicks are currency.

Not just because they lead to conversions—but because they also feed your email platform’s machine learning.

Why you want clicks:

ESPs like Klaviyo track site behavior → power segmentation
You can retarget clickers with more relevant content
High CTR = stronger domain reputation

Content vs. Click Rate Benchmark

Email Type	Average CTR
Product Launch	3.2%
Educational Blog	4.5%
Abandoned Cart	6.1%
Review Request	2.8%

Use multiple, contextual links (not just buttons). E.g., hyperlink product names, images, or benefit bullets.

Keep It Short, Clear, & Human

Long emails feel like homework.

Best Practice Rules:

Subject line: Under 50 characters
Email body: 100–150 words max
Paragraphs: 1–3 sentences
Use bullet points to make benefits scannable

Swap dense blocks for:

Short value statements
Visual breaks (dividers, white space)
Skimmable formatting

Pro Tip: Save long stories for blog posts or landing pages. Your email’s job is to spark curiosity and drive action—not close the sale on the spot.

What to Test: Email Optimization A/B Test Ideas

Element	Test Option A	Test Option B
Subject Line	“Get 20% Off Today Only”	“Your 20% Discount Is Waiting”
CTA Button	“Shop Now”	“See New Drops”
Visual Format	Static image	Animated GIF
Layout	One-column	Two-column

Tools:

Klaviyo’s A/B testing suite
Google Optimize (for landing pages connected to emails)

Frequently Asked Questions (FAQ)

1. How long should marketing emails be?
Aim for 100–150 words max. Keep content skimmable and action-driven.

2. Should I always include a discount in emails?
No. Discounts are effective but overuse trains your audience to wait. Use a mix of education, storytelling, and value-first emails.

3. What’s a good click-through rate (CTR) benchmark?
Across industries, 2–5% is average. Abandoned cart or VIP-exclusive emails can reach 6–10%.

4. How many CTAs should I include in one email?
One main CTA. Supporting links are okay but avoid overwhelming the user with options.

5. How often should I send emails?
Weekly is a solid baseline. Ramp up during promotions or launches. Always monitor unsubscribe and engagement rates to adjust.

6. What’s the best time to send emails?
Test your own audience, but generally:

Tuesday–Thursday
10AM–1PM or 4PM–6PM in the subscriber’s local timezone

Final Takeaway: Conversion-Driven Email = Clarity + Relevance

If you’re sending emails with:

No clear objective
Weak CTAs
Blocks of unreadable copy
Broken or irrelevant visuals…

You’re not emailing. You’re spamming.

Email marketing isn’t about volume. It’s about precision.

Respect your reader’s time. Match your message to their mindset. Make every click feel natural.

Need Help Building High-Converting Campaigns?

At Blossom Ecom, we’ve helped 100+ brands generate over $70M from email—using smart segmentation, clear strategy, and creative that sells.

Want your next campaign to hit harder?
Let’s audit your flows, content, and conversions—for free.

Reach out today. Let’s make your emails your highest-performing channel.

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