Email Marketing: Part 2 – Anatomy of a generic email

Email marketing campaigns have become an excellent way to foster and maintain relationships with customers, but only if done correctly. The anatomy of an email is similar to that of the human body in that there are many parts that need to work together to achieve a successful result. Whether the goal of your email campaign is a high open, click-through, social share or conversion rate, each emil component should guide readers through the message toward your desired action. If you haven’t read it yet, be sure to check out part one of our email marketing articles – best practices.

We’ve put together some component advice for you to help you along your way.


Logo and brand

Brand consistency is essential when creating any email. Brand recognition generally provokes a certain amount of trust thereby reassuring your audience that the email they have received is legitimate. It is also worth remembering that a ‘brand’ is more than just a logo. Ultimately it’s everything in your email including the colours, imagery, language, and tone that you use. Your logo should be positioned in the top-left corner of your email so recipient’s can quickly identify your branding.


Personalised intro

If you’ve asked for a first name at the point of subscription, use it. A simple “Hello Kayleigh, how are you today?” can help the reader feel more connected to you.


Main feature

A main feature will often reflect the subject line of your email. This could be a featured article, news, advert, hero image, etc. Try to make sure your main feature isn’t too long and stays in the top 400px.


Email body

Once you’ve convinced your reader to open your email, you need to keep them coming back for more with great content. Try to mix up your content with things such as news, how-tos, industry news, etc; making sure it can all be related back to your company and your focus of course. Make sure to not make your email all “buy, buy, buy!” or you’ll lose your reader.


Text with links

Weblinks help drive traffic to your website. They also provide important sign posts for recipients who may not be interested in your email but would like to visit your website.


CTA (Calls to action)

Increase the likelihood of recipients taking action when reading your email by including multiple calls to action throughout. For best results, use a mix of text and images as your calls to action and hyperlink them to relevant landing pages where appropriate. Place your main call to action within the top 400 pixels and make it easy to find without the need for scrolling.


Content recommendations

So your main content wasn’t to their liking, by adding in recommendations to other content there is still a chance of conversion.


Social media

If your business is active on social networks, links to your social media pages should be a part of your email. There are different kinds of social links. You could use a button or icon to link directly to your company’s social media pages.



Include links for subscribers to unsubscribe or update their profile, and make sure they’re easy to find. Traditionally these links are placed somewhere at the bottom of your email.


Keep your eyes peeled for our next article on email marketing – 8 Tips on creating great email marketing.

Milton Bayer

Milton Bayer

We are Milton Bayer, an award winning, multi-disciplinary, strategic and creative marketing agency.

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