8 essential elements of an awesome email

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In email marketing, every day is a busy day. What that means is you’re receiving a bajillion emails in your inbox on a daily basis, most of which are immediately thrashed or, worse, sent straight to the dreaded spam folder. But every once in awhile, something magical happens. The email gods bestow a rare gift – a stunning marketing email that you can’t help but open. And when you do, your tragic plea echoes in the darkest recesses of email marketing agencies around the world: why can’t all marketing emails be this awesome?

Well, we heard you. And in response to your question, they can. Because all it takes to make an email awesome are these 8 simple but crucial components.


The best subject lines are short, catchy and to the point. They clearly highlight the benefits to your readers and, more importantly, what’s in it for them. The more relevant your subject line, the higher the possibility that your email will be opened.

As its name suggests, the ‘From’ field tells your readers who the email is from. And that’s important because most people will only open emails from companies or individuals they recognise. So pick a name that matches your company’s and use it consistently for all your email communication.

A preheader is the short summary text that follows the subject line when an email is viewed in the inbox. It’s a sneak peek of what’s in the email – kinda like a preview of what’s to come. And the best way to use preheader text is as a compelling extension to your subject line.

In email marketing, the old adage ‘A picture says a thousand words’ holds absolutely true. Not only does it capture your readers’ interest, it also helps them focus on what’s important. And as it’s the first thing that most people notice when they open an email, you’ll want your image to be stunning as hell.

Here’s where the real meat of your email lies: content. And you’ll want your copy to be engaging, well-structured and relevant. Don’t be afraid to inject some fun and personality into your email. Tailor your content to what appeals to your readers and they’ll soon be eagerly awaiting your next email.

The end goal of every email is getting your readers to do something and that’s what your call to action is for. The most effective call to actions are short, straightforward and create a sense of urgency. So just tell it like it is and stick to one call to action per email.

Now that you’ve managed to engage your readers, why stop there? Placing social media buttons in your email provides your readers with other avenues to further deepen the relationship with your brand. The more engagement, the higher the chance for conversion.

You might not be aware of it but there are laws governing email marketing. And one of the most common is the SPAM law, which states that every email you send must include an unsubscribe link. After all, why waste time and money sending emails to someone who’s not interested anyway.

So there you have it. Everything you need to start creating those awesome emails. And if you ever need a little help, just give us a shout out in the comment box below. Happy emailing!

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Creative Director. Specialises in heroic creative direction and everything related to content.

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