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Building an Email in 3 Parts

CTCT Employee

 3 part image-min.jpg

Now that you’ve learned the importance of a subject line and taken a look at the anatomy of email, let’s take a closer look at the building of your campaign. We break it down into 3 easy parts.

 

Part 1: Head(er)

 

The header is the face of your email (no pun intended) and should give a good first impression. You can do this by putting your logo at the top or your company name (or both!), and a headline that conveys the main message of your email. This is crucial, as customers who don’t immediately recognize who the email is from or what it is about are apt to ignore the rest of the email. Another thing to think about (though not technically in the header) is to make sure you have a great subject line and preheader text filled in!

 

Part 2: Body

 

The body of your email is the bulk of your campaign. Here you can include relevant content about the current happenings of your business. Perhaps you’re offering a special on a new product or hosting an upcoming event. Focus on one or two ideas to draw attention. This will get your customers to focus on a certain subject matter that is most important for your business. We recommend keeping the content to 3-4 paragraphs of text, with selective use of styling (bold, italic, underline); and 1-3 links for best click rates. This could be a link to a webpage where readers can buy a product or even a link to a PDF document if you’d like to share more information with your audience.

 

Adding personality to the body of your campaign can also enhance the value of your email. Don’t be afraid to add some relevant images to help get your message across. Make sure to stick to  1-3 images to avoid going overboard and losing the audience’s attention.

 

TIP: Consider adding a salutation at the end of your message. This may sound old-school or irrelevant to your typical advertisement email. But, this is one of my favorite things to see in an email. In the age of technology, readers love the sense that a real person is reaching out.

 

Part 3: Foot(er)

 

The bottom of your email is important too. While this may be the end of your email campaign, you don’t want it to feel like the end of the conversation. Conversations work best when there is two-way communication, so make sure to link to your website and social media pages to invite more visibility to your brand, products, or services. A simple “Stay Connected” with social media buttons and “Visit Our Website” button can drive more traffic to your online sites and also give readers another place to stay in touch. If you’ve created a survey, this is also a great place to link to a survey to gain more insight on the interests and demands of your audience or better yet, add a poll directly to your email!

 

Finally, one of the best tips I can give is “less is more.” Keep it simple and easy to read. Start building emails more efficiently and your customers will be sure to keep coming back for more!

 

Additional Resources:

 

Check out some our Email Examples by Industry

 

See how your stats compare. View our current Industry Averages.

Jonathan_R

Hi , my name is Jonathan. I have been working for Constant Constant since August 2015 and currently serve as a Customer Engagement Specialist, helping customers via phone support. I recently joined the Community Health and Social Media Support team and look forward to helping customers here on the Community page and on our social media channels. Please, feel free to ask any questions you may have.