This document provides best practices for optimizing email campaigns at each step of the customer journey from delivery to conversion. It discusses optimizing delivery rates through proper authentication and IP addresses. It recommends optimizing open rates through personalized subject lines that address pain points and create urgency. For click rates, it suggests responsive design, powerful calls to action, and balancing images and text. Finally, it advises optimizing conversion rates by creating recognition on the landing page through similar headers, colors, products, prices and themes and focusing on a single clear call to action to avoid confusion.

1. Optimizing for Conversion
at Every Step
Best Practices for Email Marketing

2. Newsletter2Go – Who We Are
Email Marketing Software
Built for SMEs, powerful enough for the big
leagues
★ Used by over 185,000 customers
★ Create email campaigns & track all KPIs
★ Integrate with e-commerce platforms like
Shopify and CRM & CMS tools
★ Known for our 1-click product transfer
★ Offer software & support in 4 languages

3. From Delivery to
Conversion

4. The Journey of an Email Campaign
EMAIL PLACED IN INBOX?
CONTACT OPENS?
CONTACT READS/SCANS?
CONTACT CLICKS?
CONTACT CONVERTS?

5. Optimizing for Delivery Rate
& Inbox Placement

6. The Ideal Setup
★ Set up authentication methods to
boost inbox placement
★ If sending > 100,000 emails per
month, use dedicated IP addresses
★ Use whitelisted email marketing
software
Optimizing for Delivery Rate & Inbox Placement
sample-website.com
sample-website.com
123.123.123.12
★ SPF, Sender ID & DKIM
★ Certified Senders Alliance
Deliverability

7. Optimizing for Your
Open Rate

8. The Ideal Subject Line & Preview Text
★ Is personalized (name, product …)
★ Uses active verbs
★ Addresses the reader’s pain points
★ Has 40–60 characters
Laura from Shoe Parade Sat. 1 Mar.
10% off Shoes ⏳ Offer Ends Today!
Sam, find the right sandals for the summer!
Reagan at Exclusive Perfumes Wed. 10 Feb.
Psst, Sam, did you forget about Valentine’s Day?
📦 Free premium shipping for 48 hours
Taylor from Berlin Events Tue. 9 Feb.
Get Your Tix Before They Sell Out, Sam!
“Shoegaze Tooth” will be in town this month!
Mara from Newsletter2Go Sun. 2 Mar.
Sam, do you need to convince your boss?
Download our 2018 study on email marketing ROI
Optimizing for Your Open Rate
★ Creates urgency / FOMO
★ Provides humor
★ Makes the recipient curious / poses question
★ Gives the recipient a sense of exclusivity
★ Sparks emotions
★ “You” perspective, not “we” / “I”

9. FAQ: How Does Character Count Affect Open Rate?
Internal Findings From 12,000 Campaigns
Character Count
★ Target 40–60 characters
★ If possible < 30 characters
★ Keep it brief with the 2-2-2 principle
★ The recipient will spend 2 seconds skimming
the subject line
★ It has to mean something to them today
★ The first 2 words have to grab their attention

10. Best B2B Send Times
FAQ: When Should I Send (in the EU)?
Best B2C Send Times
Mon. Tue. Wed. Thu. Fri. Sat. Sun.Mon. Tue. Wed. Thu. Fri. Sat. Sun.

11. FAQ: What’s an Average Open Rate?
Europe, 2017

12. FAQ: Where Can I Find More Resources?
171 Facts About Email Deliverability & Spam Folders
Blog!
White Papers! Videos!
Webinars!
Infographics!
https://www.newsletter2go.de/wissen
https://www.newsletter2go.fr/documentation
https://www.newsletter2go.nl/kennisbank/
https://www.newsletter2go.com/knowledge-center/

13. Optimizing for Your
Click Rate

14. The Ideal Layout
★ Responsive design
★ 50–85% of consumers check
email on their smartphones
★ Above the fold
★ Company logo, teaser image,
navigation menu, trust elements
★ 600 pixels wide
★ Conversion-centric design
Optimizing for Your Click Rate
★ Powerful CTA button

15. The Ideal Copy
★ Spark positive emotions
★ What is the purpose of the copy?
Optimizing for Your Click Rate
★ Make the recipient curious
★ Pass along key facts
★ Prepare the recipient for the CTA
★ What do you want the recipient to
remember?
★ Work with emphasis
★ Define your goal! 1 Mailing : 1 Goal

16. The Ideal Images
★ Spark positive emotions
★ What’s the point of the image(s)?
Optimizing for Your Click Rate
★ Trigger memories
★ Bring your words to life
★ Support your claims
★ How big should the image be?
★ Use larger pix for larger effects
★ Make sure image and text are
balanced and visually connected

17. Optimizing for Your
Conversion Rate

18. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!

19. Recognition Effect: Using the Same Header

20. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!

21. Recognition Effect: Using the Same Colors

22. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!

23. Recognition Effect: Using the Same Products

24. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!
★ Use the same prices!

25. Recognition Effect: Using the Same Price

26. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!
★ Use the same prices!
★ Use the same theme!

27. Recognition Effect: Using the Same Theme

28. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!
★ Use the same prices!
★ Use the same theme!
★ Focus on one action.
★ It’s a “call to action” not a “call to actions”!

29. Focus on One Action
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Get 20% off jeans &
trousers

30. Focus on One Action

31. Optimizing for Your Conversion Rate
Remember: The User Is Drunk!
★ Create a recognition effect
on the landing page (image,
text, product)
★ Use the same header!
★ Use similar colors!
★ Use the same products!
★ Use the same prices!
★ Use the same theme!
★ Use the same prices!
★ Focus on one action.
★ It’s a “call to action” not a “call to actions”!
★ Avoid confusion!

32. Avoid Confusion!

33. Thanks so much!
Mara Taylor
Online Marketing Manager for English at Newsletter2Go
taylor@newsletter2go.com
+49 (0)30 311 99 393