Top 5 Conversion-Driving Tactics

Create Campaigns That Convert

Clicks and impressions mean a lot to marketers as they indicate what customers are loving and what’s not quite hitting the mark. But if your campaigns aren’t driving conversions, even the most engaging messaging won’t contribute significantly to your bottom line at the end of the quarter.

That’s why it’s critical to incorporate tactics that are specifically geared towards driving conversions in your campaigns. By adding these top to bottom in your emails, customers will be purchasing, booking, or subscribing before you know it.

Start From the Top: Behavioral Banners

Most emails arrive in customers’ inboxes with a banner, but they’re often dedicated towards site-wide promotions or act as a toolbar for visiting different product categories. While neither of these uses are ineffective, there’s an even more strategic approach available. 

‍Charlotte Tilbury used behavioral data to give their always-on banners a boost. If the customer had recently browsed the site, the product they’d been eyeing appeared in the banner. If that data wasn’t available, the banner automatically swapped to a best-selling product.

Not only did the banner add relevance to the email, the fact that it was automated allowed Charlotte Tilbury to reuse this abandon-cart message across different types of campaigns—such as newsletters, product launches, and promotional messaging—creating a consistently engaging experience for customers. Ultimately, this approach drove an impressive 31% increase in sales and a 42% lift in CVR.

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Next Step: Enhance the Hero

Hero images are the star of any email, leading customers to either check out or double-click in. And with the rise of messaging clipping from Apple’s iOS 18, perfecting the hero image with personalization and relevance is more critical than ever. 

‍Even if you don’t have much data for every customer on hand, marketers can hit the ground running by personalizing hero images with contextual data. Adding weather- or time-targeting only requires location data, making it possible to transform hero images with very little information.

With the power of geolocation, My Jewellery created a hero image that automatically updated to the recipient’s current location and weather. Depending on where customers were based, the hero image updated with the product picture that most closely matched their locale. This increased conversions by71%, all while saving the My Jewellery team 300% in production time.

Retain Attention: Products That Resonate

To increase the likelihood of conversions, you’ve got to keep customers scrolling further in your email. After all, it’s in the body of the email that you have the opportunity to bubble up several product recommendations—preferably all personalized based on historical data.

For this conversion-driving strategy, there are two main options you can use. If you have a customer that has been actively browsing your site, use behavioral data to power a tailored product grid, just like Fossil Group does below. Each of the watches populated below the hero image are based on the individual customer’s recent preferences.

But if you’re low on data, you can also use product recommendations to gain customer preferences and interests. DSW accomplishes that effortlessly with their gamified email. Customers had the opportunity to vote for the type of shoe they enjoyed most from the list, allowing DSW to gather data for future retargeting. 

Finish Strong: Add Real-Life Examples

Even though we’re in the digital age, word-of-mouth still leads brand discovery at 36%. So how can marketers leverage that powerful tool for their digital campaigns? User-generated content (UGC), social media, and the tried-and-true ratings and reviews. Whatever method you choose, you spotlight customers’ most trusted source—other customers—to endorse your products and inspire conversion.

‍Virgin Atlantic used this method in their hotel offers email. Once customers had booked a trip, this email inspired further conversions by highlighting nearby hotels complete with Trip Advisor and Virgin Atlantic customer ratings.

The Final Touch: Make it Mobile

Your best conversion-driving efforts will only go so far if they’re siloed to email alone. Many customers are becoming mobile-first users, which means marketers need to up the ante on this channel if they want to maximize conversions and revenue.

‍HelloFresh did just that by bringing their personalized weekly menu to push notifications. To spark interest, this campaign displayed one delicious meal from the weekly line-up in the push notification to entice customers to tap in and explore the rest of the menu. By taking this mobile-centric approach, HelloFresh successfully boosted conversions by an impressive 18%.

Clinch Conversions Today

By implementing these five strategies, you’re sure to see a lift in conversions. With all of that revenue rolling in, you’ll never look back from these automated, personalized campaigns.

Ready to get started? Book a call with the solution behind all of these campaigns, or explore the related resources below for more incredible inspo.