Designing and Structuring Emails that Work

Email Structure

1. Subject line: acts as the headline. Should spark curiosity or promise a clear benefit. Avoid clickbait; use personalization (e.g., the subscriber's name);
2. Preview text: supports the subject line by adding context. Never repeat the subject;
3. Body copy: focus on one main idea per email. Use short paragraphs, white space, bold highlights, and bullet points;
4. Call to Action (CTA): one primary CTA per email for maximum clicks.