Email Structure

The email structure refers to how you organize the various elements within an email.

From the subject line, which will be the first thing your subscribers read, to the footer, everything must be aligned to guide the reader toward the main goal: clicking, replying, or interacting with your message.

Imagine your email as a short story.

Each component plays a role, from grabbing attention to closing with a call to action (CTA).

A poor structure can land your email in the trash, while a good one can boost your open and conversion rates.

Essential elements of email structure

Although each email may vary depending on its purpose, there are certain elements that must always be present.

· Email subject line

The subject line is the first point of contact between you and your subscriber.

It’s your chance to spark interest and convince the recipient to open the message.

Some tips you can follow are:

• Be brief and direct: use fewer than 50 characters.
• Use relevant keywords to grab attention.
• Generate curiosity or highlight a benefit.

For example, if you’re promoting a discount, a subject like “Today only: 20% off all products!” can work very well.

The trick is to make it clear from the start what’s in the email for your customer.

· Preheader

The preheader, that small text that appears next to the subject line in the inbox, is a key extension to reinforce your message.

If the subject line grabs attention, the preheader should hold it.

An effective preheader complements the subject and gives a preview of the email content. For instance

• Subject: “Discover our new free eBook”
• Preheader: “Learn how to improve your email marketing strategy in just a few steps.”

· Header

The email header is the first thing your subscriber sees when opening the email.

It includes visual elements like your logo, your company name, or a striking image that reinforces your message.

This element is key for conveying professionalism and reinforcing your branding.

Additionally, it can include a menu or quick links to sections of your website, such as promotions, blog, or contact.

· Body of the message

The body of the message is the heart of your email.

This is where you develop your message and guide the reader toward the desired action.

A good email body should:

• Keep it brief and easy to scan: no one wants to read a large block of text. Break it into short paragraphs and use lists or bullet points when necessary.
• Use a friendly tone: write as if you’re speaking to a friend. Avoid unnecessary jargon.
• Highlight benefits: focus on what the reader will gain by interacting with your message.

For example, if you’re promoting a product, instead of describing its technical features, highlight how it will solve a problem or improve the customer’s life.

· Call to action (CTA)

The CTA is the crown jewel of the email structure.

This button or link should be designed so the reader knows exactly what to do after reading your message.

A good CTA should:

• Be visible and eye-catching (use contrasting colors).
• Be written in first person: “I want my discount” is more effective than “Click here.”
• Include it at least twice in the email, especially if the message is long.

· Images and graphics

Although text is fundamental, images can help reinforce your message.

Use high-quality photos, graphics, or illustrations relevant to the content.

However, don’t overdo it.

Many email clients block images by default, so make sure your message still makes sense even if images don’t load.

· Footer

The footer is the final part of the email and usually includes information such as:

• Your company’s contact details
• An unsubscribe link (mandatory under data protection laws like GDPR)
• Links to your social media

This section, though it seems simple, is crucial for building trust and transparency with your subscribers.

Best practices for an effective structure

You already know the basic elements, so here are some tips to help you perfect your structure:

• Always personalize when possible: use the recipient’s name or specific details to make the email more relevant. Email marketing tools like Mailrelay make this process easy with dynamic tags.
• Optimize for mobile: more than 60% of emails are opened on mobile devices. Make sure your design is responsive and looks good on any screen.
• Include clear links: in addition to the CTA, you can add secondary links to provide more interaction options. For example, a link to your blog or online store.
• Test and adjust: run A/B tests to find out which subject lines, formats, or CTAs work best with your audience.

Why is good structure important in email marketing?

Email structure isn’t just about aesthetics—it has a direct impact on your results.

Clear organization can improve open, click, and conversion rates.

Additionally, a well-structured email projects professionalism and strengthens your relationship with subscribers.

Remember that email marketing is one of the most powerful tools to connect with your audience.

Unlike other forms of communication, email allows for personalization, segmentation, and detailed performance analysis.

Practical example: design your next email

If you want to put everything you’ve learned into practice, here’s a basic structure example for a promotional email:

• Subject: “Last chance to save 30%!””
• Preheader: “Don’t miss this exclusive offer, valid for 24 hours only.”
• Header: your logo and an attractive product image.
• Body: a brief explanatory text with the benefits of the product or service.
• CTA: a bold button that reads “I want my discount now.”
• Footer: contact information, social media links, and unsubscribe option.

The email structure is your best ally for turning simple messages into effective sales tools.

Now that you know all the key elements, it’s time to apply them in your upcoming campaigns.