After you’ve developed an email strategy, set goals, and started to grow your email list the right way, you’re ready to start building and creating your marketing email. Read on to learn more about creating the copy and design components of a marketing email, along with tips on how to optimize each so they work together.
Unless you have an in-house developer dedicated to building emails, using a template will likely the best choice for your program. Email templates allow you to pull together email campaigns quickly.
A template doesn’t have to be set in stone though. If you want to make some changes to a template, check out the blog post How to Customize an Email Marketing Template.
The from line, subject line, and pre-header text provide the first chance to make an impression on your recipient.
The from line is usually the brand name. Whatever you decide to use in this spot, it should be consistent so your recipients know exactly who the email is from and there is no surprise after opening.
Subject lines follow the sender name and are your first spot to leverage your creativity. We’ve found that shorter subject lines tend to perform better (think 3-5 words) than longer subject lines. A great A/B test you can run is trying out different subject lines to see which version gets a better open rate. Check out 29 super steller subject lines.
Pre-header text is the copy that follows the subject line. Many times, if there is no specified pre-header text, the ESP will pull body copy into this space. Instead, take advantage of the real estate and write in specialized copy that will unite the from name, subject line, and pre-header text together and persuade the recipient to open the email.
The body copy of an email allows you to go into the details of your promotion or story. While copy elements such as CTAs and subject lines need to be intriguing and persuasive, the body copy allows you to provide more pertinent details needed for the story or promotion. Learn more about making the most of your email copy with examples of some inspiring emails.
And for a deeper dive into email copywriting best practices, check out Data-Backed Strategies for More Effective Email Copy.
Images enhance your message and bring more life to your emails. Although you don’t want too many images, the right image can elevate and add color to your emails. You don’t have to shell out lots of money for a stock image library. There are plenty of free resources for images out there, check out some of our favorites.
A call to action (CTA) is going to be one of the most critical aspects of your email copy. In most cases, it will come at the end of your email copy. The CTA could be styled as a button or just be a linked piece of text, but it is the last chance you have to convince your recipient to click through the email nto your targeted web page.
Learn more about CTAs by heading over to a Q&A dedicated to answering your CTA answers.