Anatomy of a Marketing Email
Your marketing email is made up of several import pieces including:
The Preheader
The preheader can refer to the text section just above your email's header graphic, which typically contains 3 things:
- Second Subject Line (stating, teasing, or summarizing what the email is about)
- A Link to View as a Webpage
- A Whitelist Request (asking readers to add your email address to their safe senders list so you're more likely to get into their inboxes)
The preheader can also refer to the text that only appears in the preview pane of your inbox. For this, you can use the emfluence input (next to subject, and sender information) to add text. If you don't include any text in this section the inbox will pull text from the preheader of your template. NOTE: Not all inboxes will show this type of preheader, including some versions of Outlook.
The Subject Line
This is the public-facing subject line of your email message. Most inboxes max out the subject line around 80 characters. Most mobile devices only show 40-45.
Header Image
This is an easily-recognized branded image to your template that makes it easy for your recipients to recognize your emails.
Call to Action
If the goal of your email is to prompt your recipients to take a specific action (visit out landing page, read this blog, sign-up for this event), it's always a good idea to make that call to action stand out using something like a bulletproof button.
The Footer
The footer is a good place for social media links and added information hard-coded in your template. Either in the footer or just below it you should have your CAN-SPAM compliant copy which must include the physical address of your company and a working unsubscribe link.