All the bits you need to include in your emails

Development, Email, Tips

So you are ready to create your own emails! Amazing, but what elements do I actually need to include in my email to make sure it looks professional and encourages conversions?

Knowing what to include in your email can be a bit a of headache. 

That’s why I want to make things easy on you and go through exactly what needs to be included in your email.

Watch the video below or read the transcript below to find out!

1. Subject line

Number one is your subject line.

Now, I know you guys all know what a subject line is, it is the first little bit of text that people see as a preview when they go to the inbox to look at their emails.

Now the subject line is incredibly important because the number one thing that you need to do initially is get people to open that email.

If they never opened the email, then there’s no point in worrying about the content that’s inside, because nobody’s actually going to see it. So your subject line needs to be incredibly strong and it needs to impulse people to want to open that email.

It needs to be unique, it needs to be eye-catching and it needs to give them a sense of what the email is about.

People are busy these days and they’re bombarded with thousands and thousands of emails. So we need to make sure that that subject line is going to make you stand out. So spend some time making sure that you’ve got a really great subject line that is going to really allow people to want to open it.

2. Preheader

Not very many people know this, but you actually get a second chance when it comes to your email preview in the inbox and your subject line.

There is a small snippet of texts that goes after your subject line called your preheader.

This is the second elements that you need to include in your email.

The preheader is a small little sample of texts which your email client selects from the body of texts within your email. So basically the first thing that it comes across, it’s going to show as a little preview it in your email inbox.

Now you might think that you don’t have a lot of control over what this text is because it comes from the content of your email, but actually there are a couple of ways that you can control what this text is going to be.

The first is to just simply have a bit of text at the top of your email, just towards the top that says something to do with the email that goes with your subject line.

The second way to do this is that you can actually put a little bit of code at the top of your email, which allows you to input some texts, but that will be hidden within the body of the email.

So when you open the email you don’t actually see it, but then you see it within the preview, which is a really cool way to sneak some extra content into your email.

Now, the preheader is actually also very important, like the subject line, because it’s your first line of defense to get people to open that email.

3. Header

So number three bit that you want to include your email is a header. Your header goes at the top of your email.

This is all branding, your header should have your brand colors, your brand fonts and your logo.

Now, one really important tip that I will say over and over again because I think it is super important, you should have your logo at the top of your email in your header and you should have your link to your website behind that logo.

Now, this might seem like a very small thing, but oftentimes what people will do is they’ll go back into their inbox because they want to visit your website.

The main purpose generally of your emails is to get traffic to your website, get people to take an action on your website.

If you make it difficult for them to find your website, then you’re making it more difficult for them to then sign up for what you want them to sign up for or read the content that you want them to read.

So what I like to do is to always include a logo at the top with the link right there.

People will know to click on the logo in order to go to your website.

It just makes their lives a lot easier, and it’s something that really frustrates me when I go to an email specifically trying to go to the person’s website and there’s no link there for me to click. So this is super important.

The next thing you want to include in your header is some navigation.

Now, generally you only want to include a few links here, the most important things on your website, because you don’t want to have too many things in there for people to click.

You just want a small simple navigation, so if people do want to click through to your website, they have a few different options.

The most important thing about your header is that you want to make sure that it’s branded really well, so that when somebody opens the email, they instantly recognize your branding and associate it with you.

You want them to recognize straight away that it’s an email coming from you, and that there’s some good content in there that’s worth taking their time out of the day for.

4. Hero image

Number four is your hero image.

Your hero image is the main image that you’re going to come across in your email.

Now, you don’t necessarily have to have a hero image. If you want to start straight with other content, you can.

But a lot of brands choose to have a hero image right at the top, which will show about whatever you’re talking about in your email.

So if you’ve got a big sale on, a big discount, or perhaps it’s just your blog email and you want to convey that, that’s where you put your main message within your hero.

This is generally going to be a full-width image, and it’s going to be something that’s really eye-catching.

So you want to spend a bit of time planning what your hero image is going to be, because it should be, you know, nice quality, it should really represent your brand, because it’s the first thing that they’re going to see when they read the email.

And it’s the most important thing, because especially if people are looking on their mobile device, that might be the only thing that they can see on their screen until they scroll down.

And if the hero image doesn’t impulse them to keep scrolling, they might not see the rest of the content of your email. So it’s really important that you have a nice hero that will allow people to want to keep reading.

5. Main content

The next bit of your email is your main content. This is the bread and butter of your email.

This is all the content that you want to get across to your subscriber.

Now, this is where it gets fun and this is where your chance to be creative, because you can put whatever you want in here, there’ll be a combination of texts, of images, you can have full-width content blocks, content blocks that are next to each other. You’re going to have your links in here.

You’re going to have your CTA (call to action), or  your buttons throughout your email.

And you just want to make sure that you’re covering all the content that you want to cover in your email.

But don’t try to jam too much stuff in there, because if the email is too long, people don’t have that long of an attention span, and you also don’t want your email clients to be cutting your email off, so make sure you keep it quite short and sweet.

And one pro tip here is to make sure that you only have one CTA. Now, this doesn’t mean you can only have one button or one link. You can have multiple links, multiple buttons within your email.

There just has to be one purpose or one action behind the email that you want your subscriber to take.

Whether this is signing up for your webinar, reading your blog content, or popping in their email address to get a guide of some sort.

There should only be one purpose of the email.

People get confused when they have too many different decisions. So do your subscribers a favor, and only give them one action to take. They will thank you. And your conversions will be a lot higher if you only have one action than if you have multiple things that they can do within an email.

6. Footer

We have come to the very last bit that you need to include in your email, and that is your footer.

Your footer is like your book end of your email.

It signifies the end of the email and it is the very last piece of content that you’re going to include within the body of your email.

Your footer should also be branded like your header so that it is in your brand colors and has all of your brand fonts and things like that.

There are a couple things that are really important to include within your footer, and the first is your company address.

Now, I don’t know if it’s in all countries, but in the majority of countries, it is a legal requirement to have your company address in your footer of your email, so make sure that you include that in there.

The other thing that is incredibly important to include in your footer is your unsubscribe link.

Obviously you don’t want to make this super obvious in big bold red letters, but you do want to make sure that it’s accessible for your subscribers in order to be able to unsubscribe. If people unsubscribe, they’re just not the right people for you. You want people that are engaged in your content and want to hear from you.

So don’t worry too much about the unsubscribe link, just make sure that you include it in there because if you don’t, you will receive complaints and actually it’s illegal to not allow people to unsubscribe from your email list.

There’s a couple of other things that you can include in your footer.

Oftentimes you can include your social media icons if you want in there, any terms and conditions of any promotions or sales or anything within your email, is nice to include in there.

And perhaps a link to a preference center if you have one or other links that you might want to include, like your privacy could policy and things like that.

So that is it. That’s the last thing that you are going to include in your email.

Thanks for watching. I hope that you found this video super helpful and now you know exactly what you need to include into your email. If you found it useful, if you found it interesting, if you found it helpful, don’t hesitate to share with your friends, and don’t forget to follow me on social media as well.

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