{"id":9122,"date":"2022-10-31T14:32:56","date_gmt":"2022-10-31T18:32:56","guid":{"rendered":"https:\/\/snappa.com\/blog\/?p=9122"},"modified":"2024-08-13T17:26:22","modified_gmt":"2024-08-13T21:26:22","slug":"email-writing-tips","status":"publish","type":"post","link":"https:\/\/snappa.com\/blog\/email-writing-tips\/","title":{"rendered":"The Anatomy of an Email: Email Writing Tips for Businesses"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Every single business\u2014no matter how big you are, what industry you belong to, or what customers you serve\u2014must have a strong email marketing game. It\u2019s a need, not a want, as email marketing is one of the most high-yielding, high-efficiency marketing channels you can use.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s an abundance of data to back this up, but these are some of my personal favorite statistics:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.litmus.com\/resources\/email-marketing-roi\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The average ROI of email campaigns<\/span><\/a><span style=\"font-weight: 400;\"> is $36 in revenue for every $1 spent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.litmus.com\/blog\/2021-state-of-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">41.5% of brands<\/span><\/a><span style=\"font-weight: 400;\"> surveyed in a study said that email marketing was critical to business success\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revenue from email marketing is estimated to reach nearly <\/span><a href=\"https:\/\/www.statista.com\/statistics\/812060\/email-marketing-revenue-worldwide\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">11 billion USD<\/span><\/a><span style=\"font-weight: 400;\"> by the end of 2023<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.salecycle.com\/blog\/stats\/18-essential-email-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">50% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> make purchases from marketing emails at least one time per month\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Like everything with marketing, however, the results you get out of your campaigns will entirely depend on how well you create them. Email writing does require a little bit of practice and a lot of strategy, but the good news is that understanding the anatomy of an email from a business and marketing perspective can give you everything you need to get started.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019re going to break down the four crucial components in the anatomy of an email and share tips for how to excel with each one. <\/span><!--more--><\/p>\n<h2><span style=\"font-weight: 400;\">1. A Strong Subject Line\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The first component in any email anatomy is going to be the subject line.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your <\/span><a href=\"https:\/\/klientboost.com\/email\/email-subject-lines\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">subject line<\/span><\/a><span style=\"font-weight: 400;\"> is crucial. There\u2019s no getting around it. If the copy isn\u2019t interesting, engaging, and telling users what they\u2019ll see, they\u2019re never going to click. They\u2019ll just ignore or delete the email altogether without even opening it, especially since the average user gets <\/span><a href=\"https:\/\/earthweb.com\/how-many-emails-does-the-average-person-receive-per-day\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">around 100 emails on a daily basis<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want your campaigns to be in the <\/span><a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-benchmarks\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">20-40% open rates for all emails<\/span><\/a><span style=\"font-weight: 400;\">, start with the subject.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Tips to Write a Strong Subject Line\u00a0<\/span><\/h3>\n<ul>\n<li><b>Keep it short. <\/b><span style=\"font-weight: 400;\">Sticking to <\/span><a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/best-email-subject-line-length\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">around 41 characters<\/span><\/a><span style=\"font-weight: 400;\"> gives users enough information to be interested, but it\u2019s still short, scannable, and mobile-friendly.\u00a0 <\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/hubspot-blog-marketing-industry-trends-report?_ga=2.129955407.2116605659.1655405116-782004359.1655405116\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Since 41% of email views<\/span><\/a><span style=\"font-weight: 400;\"> come from mobile, you can\u2019t neglect it.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li aria-level=\"1\"><b>Leverage value. <\/b><span style=\"font-weight: 400;\">That value can be a great deal, high-value information, or even entertainment. You need to make it so that users feel it\u2019s worth their time to open that email, and highlighting the value they can get out of it is essential. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b><\/b><\/li>\n<li aria-level=\"1\"><b>Make it fun. <\/b><span style=\"font-weight: 400;\">While you should never be clever at the expense of being descriptive, sometimes coming up with fun, witty, or exciting subject lines can shake things up and earn you a few clicks. Test out emojis and see how they impact open rates. Just stay away from clickbait and make sure it\u2019s never deceptive.<\/span><\/li>\n<li aria-level=\"1\"><b>Tell users what they\u2019re going to get when they open. <\/b><span style=\"font-weight: 400;\">This is one of the most important tips. \u201cYou won\u2019t believe what\u2019s inside!\u201d will work once, maybe twice\u2014but not again. \u201cSales prices too good to believe!\u201d however is a lot more descriptive while still trying to get users to click to open and see. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">2. Detailed, Impactful Body Copy\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Your body copy is going to be what sells whatever it is that you\u2019re trying to promote, whether it\u2019s content, a product, a service, or a specific action you want users to take.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your body copy still needs to be brief and concise, but you really need to make a powerful case here for why users should take the action you\u2019re telling them to take. It needs to align with your subject line and ideally will account for an image.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Tips to Write Impactful Email Body Copy<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Keep it short. <\/b><span style=\"font-weight: 400;\">Your email body keep needs to convince users to act, but it also still needs to be brief; even newsletters aren\u2019t meant to be an in-depth deposition. Most best practices recommend keeping email body copy to 50-125 words, including the CTA. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Consider formatting. <\/b>The formatting<span style=\"font-weight: 400;\">\u00a0of an email must be taken into account. You want short, brief paragraphs that quickly get to the point. This helps create a more scannable message that users aren\u2019t going to get overwhelmed by, increasing the odds that they\u2019ll keep reading. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Start with the most important and engaging text up front. <\/b><span style=\"font-weight: 400;\">You need to capture the user\u2019s interest the second they open the email, so having your value proposition right at the top line is important. This is also crucial because users can see the first few characters of an email as a preview in their inbox; if you start strong, this can increase open rates significantly. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0<\/span><b>Think about leveraging social proof. <\/b><span style=\"font-weight: 400;\">Mentioning \u201cbest selling,\u201d \u201cback in stock,\u201d \u201ctop-rated,\u201d and \u201ccustomer top picks\u201d are always great choices for both B2B and B2C brands. Everyone loves knowing that users before them loved their purchases. You can include snippets of reviews or other UGC as you see fit, but even just mentioning a five-star-rated product can make a big impact. Sometimes, you can create entire campaigns around UGC. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">3. An Appealing Visual Look\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You need your email to look fantastic. It not only increases read-through and click-through rates, but it also leaves customers with a much more favorable impression of your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means having a well-formatted, visually appealing email that utilizes at least one high-quality image or video element if possible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even if the copy is great, users won\u2019t think of you as professional or credible if your email looks bad, so let\u2019s look at a few tips that can help.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Tips to Create Appealing Visuals<\/span><\/h3>\n<ul>\n<li aria-level=\"1\"><b>Utilize graphic design tools. <\/b><span style=\"font-weight: 400;\">Drag-and-drop graphic design tools like Snappa will take plain photographs and take them to the next level, allowing you to create customized, branded images that reflect your business well. You can also use our free-for-commercial-use library of stock photos as needed, or our ready-made and fully customizable email banner templates.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b><\/b><\/li>\n<li aria-level=\"1\"><b>Opt for HTML over plain text. <\/b><a href=\"https:\/\/blog.hubspot.com\/marketing\/html-email\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">HTML emails <\/span><\/a><span style=\"font-weight: 400;\">are typically what you\u2019re going to see from brands today. They look professional, they\u2019re trusted to not be spam, and they\u2019re going to go a long way in winning customers over. Plain text just doesn\u2019t jump out at users, which can result in lower conversion rates. Any email marketing software can help with this.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b><\/b><\/li>\n<li aria-level=\"1\"><b>Consider using email marketing templates. <\/b><span style=\"font-weight: 400;\">Speaking of email marketing software, this is another vote to find a tool that works for you. (I\u2019m partial to <\/span><a href=\"https:\/\/mailchimp.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">MailChimp<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.activecampaign.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ActiveCampaign<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.campaignmonitor.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Campaign Monitor<\/span><\/a><span style=\"font-weight: 400;\">.) They have tried-and-tested templates that you can use to get a good idea of what a visually appealing email looks like, all of which are fully customizable.<\/span><\/li>\n<li aria-level=\"1\"><b>Include a visual element above the fold. <\/b><span style=\"font-weight: 400;\">You should ideally have at least one image or GIF towards the top of your email, often right underneath a header or opening line in the body of the email. This can help draw user attention.<\/span><\/li>\n<li aria-level=\"1\"><b>Take branded looks into account. <\/b>Your brand&#8217;s color, overall looks, and aesthetic matter\u2014stay consistent.<\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">4. A Persuasive Call to Action\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Last but absolutely and most definitely not least, we\u2019ve got a persuasive <\/span><a href=\"https:\/\/www.socialmediacollege.com\/blog\/call-to-actions-social-media-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">call to action (CTA)<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the end of the day, every part of your email so far should be leading users step-by-step toward taking the action you\u2019re about to ask them to take. Your CTA needs to be set up well before you go in for the ask, but it still needs to be prominently placed.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Tips to Write a Convincing CTA\u00a0<\/span><\/h3>\n<ul>\n<li><b>Have it visible but plead your case first. <\/b><span style=\"font-weight: 400;\">Your CTA should never be in the first line of text. Tell users what action they should take and why they should take it first. Mention top-rated reviews before asking users to click, for example, or let them know why the blog post you\u2019re trying to get them to read is so beneficial to them. Have it above the fold, but not the first thing on the page. The email below strikes that balance well. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li><span style=\"font-weight: 400;\">\u00a0<\/span><b>Use clickable CTA buttons. <\/b><span style=\"font-weight: 400;\">HTML emails and email marketing templates can help with this. <\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/call-to-action-examples\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Clickable CTA buttons<\/span><\/a><span style=\"font-weight: 400;\"> draw the eye in, and they also make it easier for users to click and take action, both of which can significantly increase conversion rates. Consider creating a CTA button that contrasts in color and is a little larger in size than most of your other body copy to really emphasize it. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li aria-level=\"1\"><b>Have micro-CTAs if needed. <\/b><span style=\"font-weight: 400;\">Sometimes emails will have multiple sections that are each trying to take users to different places or to complete different actions on your site. While it\u2019s best to limit each email to one core CTA, you can include a few smaller ones if needed. Examples may include microcopy to leave reviews, get in touch, or follow the brand on social, or even just having a newsletter-style email with multiple different unique sections of content. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Final Thoughts<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Email marketing\u2014which includes email strategy, design, and copywriting\u2014can be an enormous task, especially since so many businesses are sending out multiple emails per week. Having the right structure in place is a crucial first step to getting it right, and the tips above will help you do exactly that.<\/span><\/p>\n<p><b><i>Need help creating stronger visuals for your emails? <\/i><\/b><a href=\"https:\/\/snappa.com\/\" target=\"_blank\" rel=\"noopener\"><b><i>Start your free trial with Snappa<\/i><\/b><\/a><b><i> and use our drag-and-drop design tools to wow your customers.<\/i><\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every single business\u2014no matter how big you are, what industry you belong to, or what customers you serve\u2014must have a strong email marketing game. It\u2019s a need, not a want, as email marketing is one of the most high-yielding, high-efficiency marketing channels you can use. There\u2019s an abundance of data to back this up, but [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":9128,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-9122","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.6 (Yoast SEO v25.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Anatomy of an Email: Email Writing Tips for Businesses<\/title>\n<meta name=\"description\" content=\"The anatomy of an email is made up of four core structural components: subject, body, visual, and CTA. See how to excel in creating each.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/snappa.com\/blog\/email-writing-tips\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Anatomy of an Email: Email Writing Tips for Businesses\" \/>\n<meta property=\"og:description\" content=\"The anatomy of an email is made up of four core structural components: subject, body, visual, and CTA. See how to excel in creating each.\u00a0\" \/>\n<meta property=\"og:url\" content=\"https:\/\/snappa.com\/blog\/email-writing-tips\/\" \/>\n<meta property=\"og:site_name\" content=\"Snappa Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/snappahq\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-31T18:32:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-13T21:26:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.snappa.com\/wp-content\/uploads\/2022\/10\/email-writing-tips.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ana Gotter\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SnappaHQ\" \/>\n<meta name=\"twitter:site\" content=\"@SnappaHQ\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ana Gotter\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/snappa.com\/blog\/email-writing-tips\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/snappa.com\/blog\/email-writing-tips\/\"},\"author\":{\"name\":\"Ana Gotter\",\"@id\":\"https:\/\/snappa.com\/blog\/#\/schema\/person\/1dbd5ae6c6ccdd03ceedc8f18e0421dd\"},\"headline\":\"The Anatomy of an Email: Email Writing Tips for Businesses\",\"datePublished\":\"2022-10-31T18:32:56+00:00\",\"dateModified\":\"2024-08-13T21:26:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/snappa.com\/blog\/email-writing-tips\/\"},\"wordCount\":1557,\"publisher\":{\"@id\":\"https:\/\/snappa.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/snappa.com\/blog\/email-writing-tips\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.snappa.com\/wp-content\/uploads\/2022\/10\/email-writing-tips.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/snappa.com\/blog\/email-writing-tips\/\",\"url\":\"https:\/\/snappa.com\/blog\/email-writing-tips\/\",\"name\":\"The Anatomy of an Email: Email Writing Tips for Businesses\",\"isPartOf\":{\"@id\":\"https:\/\/snappa.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/snappa.com\/blog\/email-writing-tips\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/snappa.com\/blog\/email-writing-tips\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.snappa.com\/wp-content\/uploads\/2022\/10\/email-writing-tips.jpg\",\"datePublished\":\"2022-10-31T18:32:56+00:00\",\"dateModified\":\"2024-08-13T21:26:22+00:00\",\"description\":\"The anatomy of an email is made up of four core structural components: subject, body, visual, and CTA. 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