If you’re a serial ecommerce

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email subscriber, you’ve probably noticed a pattern in your inbox: emails are often broken up into sections. Once someone opens your email, you only have their attention for a few precious seconds, and dividing your email into distinct sections makes it more digestible for your readers – regardless of its length.



Make your emails easily skimmable with a combination of text and visuals throughout your sections. Color-blocking is your friend. Prioritize the most important information at the top, so it is immediately visible special lead when the email gets opened, even if the viewer doesn’t scroll through. If the value of your email isn’t clear the second the viewer opens it, it’s probably getting deleted.

This example from Ollie immediately packs a punch with its bold header and high-quality photo, followed by social proof, and then, other valuable, but less critical information towards the bottom.

Even if the recipient doesn’t scroll, they still get the gist of their message: Ollie offers nutritious food for every dog.