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Although there are many ways to generate sales leads and many new channels like social media and AI driven technology, good old-fashioned email still accounts for a large portion of e-commerce sales. Personalized email campaigns powered by automation maximize each point of engagement to drive conversion rates and repeat sales with customers.

'Personalized email campaigns powered by automation maximize each point of engagement to drive conversion rates and repeat sales with customers. ' - Michelene Maguire, Maguire Marketing Group Click To Tweet

Email is one of the most effective types of marketing, but if you sometimes struggle to meaningfully connect with your audience, then you aren’t alone. Whether you are creating a complex drip campaign, or a simple e-newsletter, your main goal is to engage your customers and lead to conversions.

In this how-to post we will show how to structure email campaigns for maximum possible conversions, enabling your team to get the best return on their marketing investment.

Starting a Campaign

*We highly suggest making an email template so you don’t have to scramble to get one together each time you start a new campaign.*

Step 1: The Header Text

As the first thing that your customer sees, the header text provides all the context of the email campaign. The goal is that your header should provide your customers with all the information they need even before they even open up and read your email.

Sent from Email Name

When sending out an email campaign it is important to make sure that you set it up to send from a recognizable company email. People are quick to dismiss emails that they think are not legitimate and anything other than your company name is misleading. Open and click-through rates will improve if customers can be sure that the content is coming from a reputable source.

Subject Line Information

The subject line is arguably the most important part of the email header. This is the primary information that the customer is looking for. The subject line should be short and honest, giving the customer the information that they requested in the fewest amount of words. And this is with good reason. A whopping 69% of email recipients report emails as spam just from the subject line alone, while shorter, personalized subject lines were 22% more likely to be opened and lead to sales.


The preheader works similarly to the subject line, you still want to be as succinct as possible to get your message across, but the preheader gives you a little more space to explain yourself and your offering. If you don’t adjust your preheader text most email providers will just pre-populate the text with the message body text. You don’t want this. We advise that you write a short custom preheader that is approximately 10 words long and quickly and accurately tells what value the email will give your customer.

Step 2: The Body Text

Ok, so they’ve opened your email, now what? Now you have to convince them that it’s worth their time to stay and read through your entire message. In this stage, it’s important not to be convoluted in your messaging. Be straight to the point or you will lose your audience’s attention quickly. Your header and preheader told them there was value in this email, so give them that value.

Click-through Logo

Try to design your template with your logo somewhere near the top centre or side of the page. Link the logo to your main website where there is also reference to your offering. This will also help increase exposure through your email campaigns.

Body Text

Remember that less is more here. Studies have shown that roughly 20 lines of text and 3 images offer the best conversion rates for emails. And although images are great, only use them to accentuate your message. Too many images will convolute what you are trying to say and distract from your campaign message.

Call-to-action (CTA)

When thinking about your CTA button, think about at what point your audience will feel like they have all the information they need to continue the buying journey. Generally, we suggest putting a CTA at the end of the intro paragraph or within the first few lines of text, close enough to the top of the email that the customer doesn’t have to scan and scroll in order to find it. You don’t want them to have to search for your CTA.

Step 3: The Footer

After completing your body text your email may feel done, but you aren’t quite there yet. Your footer is important to add maximum value and have more of an impact on the customer. In the footer you can provide more information that could help lead to a conversion, like social media links or contact information.


It is extremely important that every email has an easy-to-use unsubscribe button as stated under CAN-SPAM laws. This allows the customer to opt-out of future contact. Include a visible “unsubscribe link” so that you meet all compliance laws.

Social Media Account Links

Try to give your audience as many ways to make contact with your brand as possible. Include links to your other social media pages to widen your exposure through other avenues.

Step 4: Optimize for all platforms

As the last step make sure you always optimize your emails to work for mobile. Mobile accounts for 46% of all emails opened, and 35% of business professionals check their personal and work emails on their phone regularly. Any mistakes with formatting will cause your audience to quickly lose interest in your email offerings.

Once you have built out your campaign, your automation software will take care of the rest and personalize each message. However, there is still some work that goes into automation. Make sure to build this template and save it for future campaigns. If you are new to Automated Email Marketing, there are many providers of Email Automation tools depending on your business needs.

Michelene Maguire
Managing Director at

Michelene Maguire is a marketer focused in the technology industry. She is the Managing Director of Maguire Marketing Group, a marketing agency taking companies where they want to grow. Her specialty is creating and producing content that engages your audience with you, your brand, or your product. Maguire recently published the book Get More Customers Using Google My Business currently available on Amazon.