Anatomy of an effective email: components and best practices | SiteMap 46

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Hello everyone, here we are for another SiteMap. After presenting the 9 benefits of Email Marketing and the essential conditions for creating good email campaigns , in this program we dissect an email into its various parts and leave you with a set of tips and best practices to follow in each of them. So, here is the anatomy of an effective email:

SENDER (FROM)
It is the first contact we have with a new email and emails from unknown people are immediately suspicious; for security reasons, it is advisable not to open them, so it is important that the company name appears in the sender's address.

SUBJECT
This is the most important part of any email for the simple reason that it is the main information that recipients rely on to make an extremely important decision: whether to open it or not . A good title will be short, informative and creative and, if possible, should add a sense of importance and urgency . However, extreme care must be part time data taken with this last point because it is important to avoid activating SPAM filters – which can happen, for example, if you use the word “free”, several exclamation marks or capital letters. A good title can be difficult to find, but if there is one task that requires no time scrimps, it is this one. It can make all the difference.

PREHEADER
Anyone who uses Gmail to open emails will have noticed that, before the subject, an excerpt of the email content also appears. This content is nothing more than the beginning of the email, which is why the information that appears is often the famous warning “if you cannot view this newsletter correctly, click here” . Good practice is to use the preheader to provide a little more information that can increase the chances of the email being opened.

HEADER
It usually includes a logo or other image that identifies the brand . This is a common practice, but it has a problem: it has been proven that emails with headers almost always end up in the Gmail “promotions” tab, if it is activated. Removing the header can be useful for the email to reach the main Inbox, which significantly increases the open rates.

EMAIL BODY
It usually includes a logo or other image that identifies the brand . This is a common practice, but it has a problem: it has been proven that emails with headers almost always end up in the Gmail “promotions” tab, if it is activated. Removing the header can be useful for the email to reach the main Inbox, which significantly increases the open rates.

Be brief… without being boring – respect your reader’s time by writing concise and clear emails. A long email will hardly get your reader’s attention. They will most likely leave it for later and never return to it, if they are interested in it at all. If they are not, they may not even open it next time.
Prioritize information – use the journalistic technique of the inverted pyramid, the most important thing comes first. If the recipient only reads the first paragraph, they will still have received the essential part of the message.
Make the reading process easier – how? By using subtitles, bullets, etc., that is, by separating the content into small blocks. And avoid attachments.
Include a Call to Action – this could be a simple link saying “read more” or a button to buy, for example. The call to action is an essential element of a newsletter. If you want the recipient to do something, ask them to do it.