Edition #19: Is your email design killing your mobile conversions?

Hello email aficionados,

As usual, we're sharing the most valuable reads to make email marketing successful:

• 7 simple ways to make your email journey helpful for your readers 

• Why your mobile emails isn't converting and how to fix it 

• A breakdown of Calm's email introducing new interface 

🗒️ Customer Journey 

What is the customer journey, and why is it important?

Think of your customer journey as the entire path someone takes—from first hearing about you to becoming a loyal buyer. And guess what? Email is your most powerful tool for guiding people along this path.

When you create clear emails that help customers at each step—whether they're just learning about you or have bought from you many times—people notice. They appreciate the smooth experience. They feel valued.

But if your emails are confusing or unhelpful? People get frustrated. They might not buy at all, or they'll buy once and never return.

The relationship you build through your emails matters more than almost anything else in business. Focus on making each interaction helpful and clear, and watch as one-time buyers become loyal fans. 

How To Optimize The Customer Journey

Here are seven proven ways to improve how customers experience your business through email:

• Branding Consistency - Keep your email colors, logo, and "From" address the same in all emails. This builds trust and helps people recognize you instantly.

• Upselling - Selling more to existing customers is easier than finding new ones. Suggest related products or upgrades to people who've already bought from you.

• Multi-Step Forms - Break big forms into smaller steps. This makes signing up or buying feel easier and can reduce cart abandonment.

• Post-Purchase Emails - The way you treat customers after they buy is crucial. Send thank-you emails and ask for reviews to build loyalty.

• Subscription Centers - Let subscribers choose what emails they want from you. This reduces unsubscribes and helps you send content people actually want.

• List Segmentation - Group your subscribers based on their interests or behaviors. This lets you send more relevant emails that people are likely to open.

• Cohorts - Organize subscribers into different customer types (like "decisive buyers" or "skeptical buyers") and create special journeys for each type.

🗃️ From the article vault

How To Master Mobile-First Email Design

If your open rates are low and clicks are dropping, your emails might be failing the mobile test.

Most marketers design emails on desktop computers, but a staggering 54% of subscribers are viewing them on tiny smartphone screens. When your carefully designed desktop email gets squished onto a mobile device, it transforms into a frustrating mess of unclickable buttons and microscopic text.

In our latest blog post, discover:

• Why over half of all emails are now opened on smartphones

• The shocking stat about how poor mobile experiences affect brand loyalty

• A simple 30-character rule that can boost your open rates

• The #1 design mistake costing you conversions

Don't let your marketing efforts go to waste because of easily fixable design issues. Read the full guide here. 

💌 From the inbox 

This email introduces Calm app users to its redesigned interface, highlighting new features. 

What we liked in this email — 

• "Designed with your mind in mind" immediately speaks to their audience's desire for mental wellbeing while creating a memorable phrase that sticks.

• Each feature section has a simple, descriptive title ("Home Sweet Home," "Calm Collections") followed by a brief explanation, making it easy to understand each benefit at a glance.

• Rather than aggressively pushing subscription, the final CTA "Find Your Calm" aligns with user goals rather than company goals, making conversion feel like a personal benefit rather than a sales transaction.

• Each section explains the emotional outcome ("feel better," "quick access," "achieve a goal"). This connects technical features to real-life value.

👀 Worth the read

• What are the best places to get inspiration for email templates?

• How to get more email subscribers: 25 easy hacks 

Until next time, keep mastering your emails!

Best,
Alec

P.S. Got a topic in mind? Reply and let us know—your input matters! 😊