High Converting Email Template: How to Build Campaigns That Drive Results

What Is a High Converting Email Template?

A High Converting Email Template is a reusable, strategically designed layout that compels your audience to take action—whether that’s making a purchase, signing up, or engaging with your content.

This isn’t just about aesthetics. It’s about creating a journey that’s visually clear, emotionally engaging, and behaviourally persuasive.

Why Template Structure Matters

Every successful ecommerce email follows a formula. The structure matters because:

• It sets user expectations

• It increases scannability and readability

• It aligns content with visual hierarchy

• It helps mobile responsiveness

• It reinforces your brand with consistency

💡 Consistency builds trust, and trust leads to clicks.

Anatomy of a High Converting Email Template

Let’s break down each core element you need to include when building a High Converting Email Template.

1. Header Image

• Make it eye-catching and brand-aligned

• It should hint at the offer or purpose of the email

• Optimise for mobile with responsive dimensions

2. Main Copy (Headline + Supporting Text)

• Headline: Strong, concise, benefit-driven

  E.g. “Spring Essentials Just Dropped – 20% Off Today Only”

• Copy: 1–2 lines max. Clear, benefit-led, and compelling

Keep this section short—most readers scan within 3 seconds.

3. CTA Above the Fold

Your Call to Action must appear before users scroll. Make it:

• Action-oriented (“Shop Now”, “Reveal My Code”, “Get 20% Off”)

• Visually prominent (high contrast button or hyperlink)

• Singular (don’t confuse with multiple options too early)

This one change can lift click-through rates by up to 40%.

4. Coupon Code Display

If you’re running a promotion:

• Add a bold, styled section with the coupon code

• Include copy like: “Use CODE20 at checkout”

• Make it copyable for mobile users

A visible offer increases urgency and redemption rate.

5. Call-to-Action Button

• Should match the CTA above the fold

• Use consistent language and colour

• Size matters: big enough to tap, but not obnoxious

Test rounded corners, button shadows, and hover effects for extra engagement.

6. Unique Selling Proposition (USP) Section

Remind your audience why they should choose you. Common USPs:

• Free Shipping

• 24/7 Support

• 30-Day Returns

• Eco-Friendly Materials

Use icons or simple cards to visualise benefits fast.

7. Trust Section

This builds credibility and removes doubts. Options include:

• Customer Reviews (Star ratings or testimonial snippets)

• Trust Badges (Payment safety, secure checkout)

• Media Mentions (“Featured in Vogue”)

Trust increases conversions, especially from first-time buyers.

8. Product Feed Placeholder

Here’s where you dynamically insert:

• Top Sellers

• Recommended Products

• Recently Viewed Items

Tools like Klaviyo allow personalised product feeds based on browsing or purchase behaviour.

🛒 This turns your email into a shoppable experience.

9. Footer

Don’t underestimate this space:

• Add contact info

• Include social media links

• Insert quick links (FAQ, Returns, Privacy Policy)

• Repeat your USP subtly

You can also add a “Why You’re Getting This Email” note to reduce unsubscribes.

Design Best Practices for Better Conversions

To maximise the effectiveness of your High Converting Email Template, follow these design tips:

• Mobile First: 70%+ of emails are opened on mobile

• Whitespace: Make elements breathable

• Contrast: Ensure text and buttons stand out

• Hierarchy: Bold the important stuff, guide the eye

• Alt Text: Always add alt tags for images

• Font Size: Minimum 16px for readability

• Dark Mode: Don’t overlook dark mode optimisation—make sure your template looks great in every inbox.

Consider using Klaviyo’s drag-and-drop editor to implement these design sections with ease.

Final Thoughts

A High Converting Email Template is more than a pretty design—it’s a performance-driven asset.

When structured correctly, it helps drive:

• Better open-to-click rates

• Higher conversion percentages

• Reduced bounce and unsubscribe rates

Start with the framework above and adjust based on performance data.

CTA: Build Your High Converting Email Template Today

🔧 Want more conversions from every campaign?

Here’s what to do next:

• Add a strong CTA above the fold

• Showcase your offer clearly

• Use trust signals to build confidence

• Insert a personalised product feed

• Keep the design mobile-friendly and fast-loading

Now go build your next High Converting Email Template—and watch your campaign results skyrocket.

Need a hand or some creative inspiration? Whether you’re looking for a spark or want to hand it off entirely—we’re here to help.