Dissecting the Perfect Email

A deeper look at creating winning email marketing content that won’t let you down.

The Headline

The headline is the first, and probably the most important section of any email. It is absolutely essential because it is the primary thing that readers will see. A headline has the power to make or break your campaign. You should always aim to create compact and appealing headlines, ideally between 5 to 15 words in length. The headline should be simple to read and feature key details, such as the brand name, the product advertised and a bit of pizzaz to add some color to the text. It should also identify with your target customers.

A great headline is also very important to appeal to customers on special occasions, such as Black Friday and Christmas sales.

The Body

The Body is the core section of your email, and it is what commonly makes up the “bulk” of the copy. A marketing email should not be very long (around 100-150 words is usually a great length). If possible it should be embellished with at least a logo or image, as a way to enforce your brand aesthetics. If you are selling a product with a key visual impact, a good image can be very important! You can also use automated email software solutions like EMMA, in order to enhance the way you process your emails. This is particularly helpful when processing large volumes of content! These tools are specifically designed with the needs of email marketers in mind.

The Call To Action

A call to action, or “CTA”, is usually the last component of a marketing email. However, it is one of its most important sections.

Essentially, a CTA is a sentence that has a specific purpose: prompt an immediate response from the reader. CTAs have been vital to marketing ever since the early days of the industry, and in fact, they’ve been around ever since before the digital age!
Whether you are writing a sales letter, or an invitation for people to read your blog or subscribe to your mailing list, a “call to action” can increase your chances of engaging readers.

CTAs are never outdated, but some CTAs have fallen out of favor. If possible, avoid “cheesy” sentence such as “Click here, and get your copy now!”

Such lines have been used over and over again, and often come off as corny. If possible, come up with something more original, and specifically related to your product. For instance, if you are writing an email to promote a new digital camera, a good call to action could be something like the following:

“Visit our shop to discover beauty, at a higher resolution!”

In this case, the CTA is still obviously a “sales” prompt, but it is a bit more artful. It relates to the product, and it is not as predictable as an average “Buy it now!” line.

If you are looking to stray away from a salesman approach, you can opt for a more understated and low-key call to action. Phrases such as “Find out more:” or simply including a link at the end are all good options.


This article should give you a really nice overview. It explores the 3 most important section of a business email, and it should give you a basic knowledge to approach the task of coming up with great email marketing content. If you want to make sure your emails perform well, you need to pay attention to each element. From the headline to the body, to the call to action, everything belongs in a very balanced equation – a true formula to sure-fire emails.

This is a sponsored guest post. 

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