Top 5 Email Marketing Best Practices to Boost Conversions

Email Marketing Best Practices help stores turn emails into real sales opportunities instead of messages that go unread.
Many store owners send emails, hoping customers will engage, but without the right approach, their messages often get ignored or deleted.

Think about it:
How many emails do you open every day?
If the subject line doesn’t catch your attention or the content isn’t relevant, you probably scroll past it, your customers do the same.

That’s why understanding what actually works in email marketing is key to getting more people to open, read, and take action.

➡ In this guide, we’ll cover:

• How to write emails that people actually want to read
• Why personalization & automation lead to more conversions
• The impact of abandoned cart emails & targeted offers
• How to increase engagement without sounding pushy

➡ Plus:
We’ll highlight some useful tools that can help automate and improve email marketing.
These insights will help you turn emails into a powerful sales tool.
Let’s get started!

Common Email Mistakes That Hurt Conversions

Many WooCommerce store owners send emails expecting more sales, but instead, they get low open rates, ignored messages, and few conversions, because they overlook essential Email Marketing Best Practices.

The problem?

Small but avoidable mistakes that make emails less effective.

Here are some of the most common email marketing mistakes that stop customers from engaging, and how to fix them.

1. Boring or Misleading Subject Lines

Why it’s a problem:
Your subject line is the first thing customers see.
If it’s too generic, confusing, or clickbait, people won’t open the email.

➡ Fix:

• Keep it short and clear (Example: “Your Exclusive Discount is Waiting!”)
• Avoid spammy words like “Hurry! Limited Time! Click Now!”
• Test different subject lines to see what works best

2. Emails That Feel Generic & Unpersonalized

Why it’s a problem:
Nobody likes receiving emails that feel like they were sent to thousands of people with no personal touch.
If your email starts with “Dear Customer” instead of their name, it already feels impersonal.

➡ Fix:

• Use the customer’s first name in emails (“Hey Sarah, we’ve got something for you!”)
• Send personalized product recommendations based on past purchases
• Segment your email list so customers only get relevant emails

3. Too Many Emails (or Not Enough)

Why it’s a problem:
If you send too many emails, customers unsubscribe or ignore them.
But if you rarely send emails, they forget about your store.

➡ Fix:

• Find the right balance, don’t spam, but don’t disappear
• Send value-driven emails, not just promotions
• Automate emails for abandoned carts, order updates, and VIP deals

4. No Clear Call-to-Action (CTA)

Why it’s a problem:
If your email doesn’t clearly tell customers what to do next, they’ll just scroll past it.

➡ Fix:

• Use a bold button instead of just a plain link (“Shop Now”)
• Make sure there’s one clear CTA per email
• Keep the CTA short and action-driven (“Get 15% Off Today”)

5. Emails That Aren’t Mobile-Friendly

Why it’s a problem:
Most people check emails on their phones, if the email looks bad on mobile, too much text, small buttons, or images that don’t load—customers won’t bother reading it.

➡ Fix:

• Keep emails short and easy to read
• Use large, clickable buttons instead of tiny links
• Test your emails on both desktop and mobile before sending

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How Email Marketing Drives Sales & Retains Customers?

Unlike social media, where posts can get buried, emails go straight to your customer’s inbox, giving you a direct way to keep them engaged and buying.

Here’s why email marketing works so well:

• It brings back past customers → People who have already bought from you are more likely to buy again.
  A simple “We Miss You” email can bring them back.
• It turns visitors into buyers → Some customers add products to their cart but never check out.
  A quick abandoned cart email reminds them to complete their purchase.
• It builds and boosts loyalty → Exclusive discounts and personalized deals make customers feel valued, which keeps them coming back.
• It’s cost-effective → Unlike paid ads, email marketing doesn’t cost much, you can reach thousands of customers without paying for every click.

A well-planned email marketing strategy boosts conversions, builds customer trust, and increases long-term sales.

But how do you know if your emails are actually working? That’s where tracking key metrics comes in 👇

Key Metrics to Track for Email Campaign Success

Just sending emails isn’t enough, you need to track whether they’re actually leading to more sales.

So, keep an eye on the following email marketing metrics:

1. Open Rate

• What it is: The percentage of people who open your email.
• Why it matters: If your open rate is low, your subject lines might not be interesting enough.
• How to improve it: Use clear and engaging subject lines (“Your 20% Off Coupon is Waiting!”).

2. Click-Through Rate (CTR)

• What it is: The percentage of people who click a link inside your email.
• Why it matters: If people open your email but don’t click, your content isn’t engaging enough.
• How to improve it: Make your CTA (Call-to-Action) stand out with a clear button (“Claim Your Discount”).

3. Conversion Rate

• What it is: The percentage of people who clicked a link and made a purchase.
• Why it matters: If your conversion rate is low, your email might be attracting clicks but not convincing buyers.
• How to improve it: Use limited-time offers and strong CTAs to create urgency.

4. Bounce Rate

• What it is: The percentage of emails that weren’t delivered (due to invalid email addresses).
• Why it matters: A high bounce rate means your email list needs cleaning.
• How to fix it: Regularly remove inactive or fake email addresses.

5. Unsubscribe Rate

• What it is: The percentage of people who unsubscribe after receiving an email.
• Why it matters: If too many people unsubscribe, it means your emails aren’t relevant or too frequent.
• How to fix it: Make sure your emails offer value and let customers choose how often they receive emails.

Next, we’ll dive into email marketing best practices for creating high-converting email campaigns.

Email Marketing Best Practices for High-Converting

1. Personalizing Emails for Better Engagement

Imagine getting two emails, one says “Dear Customer”, and the other says “Hey Sarah, we picked something just for you!” Which one would you open first?

Customers are more likely to engage with emails that feel personal rather than generic.
A simple name mention or a product recommendation based on past purchases can turn an ignored email into a sale.

How to Personalize WooCommerce Emails the Right Way?

1. Use the Customer’s Name

• Instead of “Hello Customer”, try “Hey Alex, we’ve got a special deal for you!”
• Most email tools allow you to automatically insert first names, use it!

2. Recommend Products Based on Past Purchases

• If a customer bought a coffee maker, suggest coffee beans or a reusable filter in their next email.
• This makes your emails feel more like a helpful suggestion rather than just another promotion.

3. Send Personalized Offers

• Offer discounts based on spending habits (“You’re $20 away from a VIP reward!”).
• Celebrate special occasions, send a birthday discount or an exclusive offer for loyal customers.

4. Use Smart Email Segmentation

Instead of blasting the same email to everyone, divide customers into groups based on their shopping behavior.

➡ Examples:

• New Customers → Welcome emails with a discount
• Regular Buyers → VIP deals & loyalty rewards
• Inactive Customers → A “We Miss You” email with a special offer

Making Personalization Easy with WooCommerce Plugins

If you want to send targeted and personalized emails, we recommend using the WooCommerce Additional Custom Emails & Recipients plugin.

👉 It allows you to:

• Send customized emails based on specific customer actions.
• Add extra email recipients for important order notifications.
• Automate follow-up emails to keep customers engaged.

Personalized emails feel more like a friendly conversation than a sales pitch.
The more relevant your emails are, the more likely customers are to open, read, and take action.

2. Crafting Subject Lines That Get Opened

Your email won’t get read if it never gets opened.
A crucial part of Email Marketing Best Practices is writing subject lines that make customers want to open your emails.
The subject line is the first thing customers see, and if it doesn’t grab their attention, they’ll scroll right past it.

Think about your own inbox, some emails stand out, while others look boring or spammy.

What makes the difference?

A subject line that feels relevant, exciting, and worth clicking on.

How to Write Subject Lines That Work?

1. Keep It Short & Clear

• Best length: 6-10 words (long subject lines get cut off on mobile).
• Example: “Your Exclusive 20% Off Inside!”

2. Make It Personal

• Use the customer’s name → “Sarah, This Deal is Just for You!”
• Mention past actions → “Still Thinking About That Jacket?”

3. Create Curiosity

• Ask a question → “Forgot Something? Your Cart is Waiting”
• Use numbers → “3 New Deals You’ll Love”

4. Add Urgency (But Don’t Be Spammy)

• Use a deadline → “Last Chance: Your 15% Off Ends Tonight!”
• Avoid overused words like “Hurry!!!” or “CLICK NOW”—they look like spam.

5. Test & Improve

• Try A/B testing (send two versions to see which works better).
• Check open rates and adjust based on what gets more clicks.

Examples of Subject Lines That Work

• “Your VIP Discount is Waiting”
• “We Picked These Just for You!”
• “Only a Few Left—Get Yours Now”
• “Free Shipping? Here’s How to Get It”

3. Optimizing Email Content & Design for Conversions

Getting a customer to open your email is only the first step.
If the content inside isn’t engaging, clear, and easy to act on, they’ll just close it and move on.
That’s why both what you say (content) and how it looks (design) play a huge role in getting conversions, turning an email into a sale.

How to Optimize Your Email Content?

1. Start With a Strong Opening

• Hook the reader with a clear, engaging first sentence.
• Example: “Your exclusive discount is ready—let’s make your next order even better!”

2. Keep It Short & Focused

• Customers don’t want to read long emails, get to the point fast!
• Stick to one main message per email.

3. Write Like You’re Talking to a Friend

• Avoid overly formal or robotic language.
• Example: Instead of “Here is your promotional code for this limited-time offer”, try “Here’s your 20% off—just because you’re awesome!”

4. Add a Clear Call-to-Action (CTA)

• Tell the customer exactly what to do next.
• Use a bold button instead of just a link.
• Example CTA: “Shop Now & Save 20%”

How to Optimize Your Email Design?

1. Make It Mobile-Friendly

• Use big fonts so they’re easy to read on a phone.
• Keep paragraphs short, no one wants to scroll through a wall of text!

2. Use Images Wisely

• High-quality images help, but too many can slow down loading.
• Always include alt-text in case images don’t load.

3. Make the CTA Stand Out

• A bright button works better than a small text link.
• Example: “Claim Your Deal” (Button) vs. “Click here for your discount” (Text link)

4. Automating Emails to Capture More Sales

Manually sending emails to every customer takes too much time, and that’s why smart stores use automation, which sends emails to the right people at the right time without extra work.

Imagine a customer leaves an item in their cart and forgets about it.
Instead of hoping they come back, an automated email reminds them to complete the purchase, and that simple email could bring in a sale you would’ve lost.

Types of Automated Emails That Drive Sales

1. Abandoned Cart Emails → Recover Lost Sales

• Remind customers about items they left behind.
• Offer a small discount to encourage checkout.
• Example: “Still thinking it over? Here’s 10% off to complete your order!”

2. Welcome Emails → Engage New Customers

• A friendly first email after someone subscribes.
• Introduce your brand & offer a small discount.
• Example: “Welcome to [Your Store]—Here’s 15% Off Your First Order!”

3. Post-Purchase Follow-Ups → Build Loyalty

• Thank customers & suggest related products.
• Ask for a review to increase trust.
• Example: “Thanks for your order! Here’s a special deal for your next purchase.”

4. Win-Back Emails → Bring Back Inactive Customers

• Reach out to customers who haven’t bought in a while.
• Offer a special deal to bring them back.
• Example: “We Miss You! Enjoy 20% Off Your Next Order.”

Making Automation Even More Powerful with Smart Coupon Links

Instead of asking customers to manually enter a coupon code or search for a product, you can send them a direct link that applies a discount and adds the product to their cart automatically.

This is where the Coupons & Add to Cart by URL for WooCommerce plugin comes in.

👉 It allows WooCommerce store owners to:

• Send discount links that automatically apply a coupon at checkout.
• Create one-click purchase links that add products to the cart instantly.
• Boost conversions by removing friction, customers don’t have to enter codes or search for products.

➡ For example:
Instead of sending an email that says “Use code SAVE10 at checkout”, you can include a link that applies the discount automatically when clicked.

This makes abandoned cart recovery emails, flash sales, and personalized offers much more effective, customers are just one click away from completing their purchase.

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5. Using Email Segmentation for Targeted Marketing

Not every customer is the same, so why send them all the same email? Some are new visitors, some are regular buyers, and others haven’t shopped in months.

Following Email Marketing Best Practices, such as email segmentation, helps WooCommerce stores and any stores send the right message to the right people instead of blasting everyone with the same promotions.

👉 Think about it like this:

If a store knows a customer only buys skincare products, they wouldn’t send them emails about fitness gear.
That’s why segmenting your email list can lead to higher conversions and better engagement.

How to Segment Your Email List for Better Results?

1. New Customers → Welcome Emails

A first-time buyer should get a different email than a long-time customer. Welcome emails introduce your brand and can include a first-time discount or helpful product tips.

Example:

• Subject: “Welcome to [Store Name]! Here’s a Special Offer Just for You”
• Message: Introduce your store, offer 10% off, and suggest best-selling products.

2. Loyal Customers → VIP Offers & Exclusive Discounts

Regular customers deserve special treatment.
Send them exclusive deals or early access to new products.

Example:

• Subject: “You’re a VIP! Here’s an Exclusive Reward”
• Message: A personalized offer thanking them for their loyalty.

3. Inactive Customers → Win-Back Emails

Some customers stop shopping after a while.
A win-back email can remind them about your store with a special incentive.

Example:

• Subject: “It’s Been a While—Come Back & Save 15%”
• Message: A friendly reminder with a discount to encourage a return.

4. Cart Abandoners → Reminder Emails

Many customers add items to their cart but never complete checkout.
A quick reminder email can recover lost sales.

Example:

• Subject: “You Left Something Behind—Complete Your Order Now”
• Message: A direct link to their cart and possibly a small discount.

Conclusion: Key Takeaways for Better Email Marketing

Successful email marketing isn’t about sending more emails, it’s about sending the right ones at the right time.

Here’s what we’ve covered:

1. Avoid common email mistakes – Weak subject lines, generic messages, and too many emails can hurt engagement.
2. Use automation to save time & boost sales – Set up abandoned cart emails, welcome sequences, and win-back campaigns to keep customers engaged.
3. Segment your email list – Not all customers are the same. Send personalized messages based on shopping behavior.
4. Write subject lines that grab attention – Keep them short, clear, and intriguing to increase open rates.
5. Make emails easy to read & act on – Keep them mobile-friendly, visually appealing, and include a clear call-to-action (CTA).
6. Use smart tools to optimize results – WooCommerce plugins like:
   • WooCommerce Additional Custom Emails & Recipients – For sending targeted emails based on customer actions.
   • Coupons & Add to Cart by URL for WooCommerce – To send direct purchase links with automatic discounts.