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Copy or content to optimize the subscriber experience, you may be overlooking a very critical element: design. Design isn't just about making things look pretty. And beautiful designs alone don't automatically equate to high performance. If you want to create beautiful emails that sell, you need conversion-centric design. What is conversion-centered design? Conversion-centered design (ccd) is exactly that: conversion-centered design. Think about the main purpose of your email. Then, use persuasive design and psychological triggers to help guide people to the action you want them to take. It's not a trick; it is ccd. But how exactly can you achieve this? Make sure your designs fall well broken emails lead to fewer conversions. Preview your emails across 100+ email clients, apps, and devices to ensure an error-free, on-brand subscriber experience. Everytime. Optimize your company mailing list emails 9 tips for creating high-converting emails there are several principles of ccd, all of which can be applied to email marketing. I'll show you how. 1. Meet the expectations set by the subject line this tip isn't just about the design. As a solid foundation, your entire email should be consistent in its single purpose, from the subject line to the call-to-action within. This means not using deceptive tactics that trick subscribers into opening your email. This is the opposite of ccd and will lead to lower conversions. Also, your email should match the destination, as promised by both your subject line and the content of your email. No bait and switch: what got your subscriber to open and click should lead to exactly that. It should be about providing a consistent journey, starting with the subject line all the way to the landing page. This meets expectations and helps build trust over the long term. For more on how to get opens, clicks, and conversions, check out these subject line tips from email experts. 2. Consider teasing verbs in your ctas no amount of design can help a bad call to action (cta). So before we talk about design considerations, make sure you get your cta right. A good cta doesn't just amplify the action , it amplifies its value . Your subscribers didn't wake up looking to download or sign up for anything. Instead, they may have woken up wanting or needing something. Your button text should reflect the latter and tease – or set expectations of – what your subscriber will encounter next.