Building Powerful Emails with 11 Key Ingredients

An Email marketing campaign is an effective advertising tool used by the business world to communicate with their customers and potential clients about their services and products. In this entire game of crafting an efficient email marketing campaign, your e-mail design plays a very crucial part. Mainly, it is simply about being in touch with your subject matter and targeting the desired customers.

Go back a few years back and you had a handful of desktop email clients to use for e-mail marketing campaigns. Now, in the changed scenario, your emails should look good in a variety of desktop clients. In addition to that, you can't skip mobile users as 53% of them use their mobile devices to read emails and respond. The catch is clear. You have to draft an email that is equally compatible with all these desktop clients (Gmail to Outlook to Yahoo! Mail) and mobile devices.

Whether the motive of your campaign is to make people purchase your product, perform some downloads, or just visit your webpage, deliverability is the result every email marketer needs. Elements of a great e-mailer play a significant role in designing an email marketing campaign.

Essential Elements of an Emailer That Improves Open Rate

Every email design contains some page layouts and design fundamentals that help marketing strategy makers come out with concrete and appropriate email marketing moves. Some of the components that play a vital role in an effective email design are listed below:

1. Preheader

Embedded on top of the email structure, Preheader is a very important part of the mail format these days for launching a fruitful email marketing campaign. Essentially, a Preheader informs the recipient about the email basics and how it is displayed in the browser with added images and snippets.

2. Header and Navigation

This is a type of color banner that secures the space between the Preheader and the main message. This space accommodates the company logo and corporate taglines. Sometimes menu options and other links for the web pages for your site may also find a place here.

3. Primary Message

Since this is the most prominent part of the email, where readers put their maximum attention, it requires optimum analysis and research. This portion contains the primary message for the customers with an appropriate headline, body copy, and some well-defined supporting images. A well-balanced blend of all these components imprints a very positive impact on the customers.

4. Sub messages

Adding secondary messages in your e-mail may impart more spice to your email text. Toting up good color combinations, impressive headlines and eye-catching graphics are some good considerations you may include in your sub-messages.

5. Table of Contents

Emails that contain some important newsletters have loads of content. So putting table content allows customers to explore that part of the mail that interests them rather than scrolling the entire mail in one go. If you require to come up with a credible and effective email design, you could consider a simple yet impressive banner with your company logo and corporate tagline.

One or two images related to your business endeavors could be a great addition. While choosing text for the message one should opt for plain text for announcements, information, and other relevant details.

6. Give readers a link to an online version of your email

It might be possible that some email clients and mobile devices don't support HTML. While sending an email, keep a link off of the web version of that email included. In this way, the recipients who have an email client/device that doesn't support HTML can still see your email

7. Keep a plain text version of your email

Email clients are choosy about the mail content and quickly kick it to spam folder if found it tricky. Mail to ensure delivery to a user's inbox, crate and optimize text-version of emails as well. Keep both multimedia and text versions of the email with you as most of the email providers support either version.

You may seek the help of email designing service professionals to get the best email designs that suit your campaign and have creative value.

8. Links must have an absolute path

Your mail is opened in n number of devices and environments, so it's important to keep your links absolute. If the recipient opens the mail outside your company network, the mail content may disappear due to broken links.

9. Images must carry an ALT text and absolute path

Like absolute paths are required for the internal links within the mail, the images too should carry absolute paths and an ALT text as well. If mails are accessed outside the environment, the absence of that absolute path may restrict the opening of images.

ALT text is important to identify that image within the email. Adding ALT text to your images helps recipients to know what the message is all about even if they can't see the images.

10. Images should be of a specific dimension

Setting specific width and height for the images helps to maintain the structure of email design. This is especially useful when images are turned off by email clients. Resizing images to a defined dimension saves time since some email clients don't consider HTML size ratios.

11. Set up your mail preview text

Setting up an email preview helps recipients have a brief intro of your email while hovering or clicking over the email. Some popular email clients display the first few lines of text from the body of your email alongside the subject line.

Tarun Gupta

Tarun Gupta, CEO of Brainpulse Technologies, is a prolific author and digital marketing specialist. His insightful writings span SEO, content marketing, social media strategy, and email campaigns, offering invaluable expertise to businesses worldwide. Tarun’s contributions continue to shape the digital marketing landscape, guiding success in multiple niches.