11 Things Every Email Needs

Published on 7 September 2021 at 08:39

How do you write an email that is clear, concise, and compelling? In this article, we will share 11 things that every email needs to achieve its purpose and make a positive impression.

Email marketing is an efficient method of reaching out to people who are interested in your business. Emails are also a very cost-effective method of sending information to your customers. Although sending out emails is relatively easy with online services such as MailChimp, Campaign Monitor, and AWeber, there is a lot of work required to create a successful email marketing campaign. 

Great Subject Line

Billions of emails are sent every day, and you will need to write a great subject line if you want your email to stand out from the crowd. Great subject lines will encourage people to open your emails. Write something which provokes curiosity and makes the recipient want to open your newsletter. 

Responsive Design

Email clients usually display HTML and CSS content so you can easily create responsive designs. Many people use mobile devices as their primary way to access their emails, so it is important that you design responsive emails that look good on all devices. 

Something Valuable

Send emails that provide real value to the reader. For example, you can write great content about your products or send exclusive special offers only to people on your mailing list. If you provide high-quality content and exclusive special offers, people will want to keep opening your emails in the future. 

Landing Page Style

Treat emails like a landing page on your website. You need to keep the reader interested in your email so that they complete an action. For example, this could be replying to the email, clicking a link to a sales page, or visiting a blog post to read more. 

Unsubscribe Links and Contact Details

To comply with the CAN-SPAM Act, you need to provide a clear unsubscribe link in your email. In some countries, you're also required to include your contact details. This should include your business name, address, email address, website, and phone number. You can also include links to social media profiles and pages. 


Make sure that your email is direct and specific. If your message is unclear, people will stop reading. Ensure that recipients know why they are receiving an email from you and that actions are easy to complete. 


Design your email newsletter to look like your website. Then, when someone opens your newsletter, it will immediately feel familiar. This will help to build brand recognition and trust with potential customers.  

Be Brief

Don't write thousands of words in an email. Instead, summarize what you want to share with readers and include a link for more information. People should be able to easily scan the email and quickly understand what it's about. 

Give Them What They Want

It's possible to segment lists into smaller lists. For example, if you have a technology website, you could ask subscribers if they prefer Apple or Android devices. You will get a better response from recipients if you send iPhone articles to people who expressed an interest in Apple devices. 

Don’t Use Too Many Images

Many email clients don't download images unless specifically requested to do so by the user. Don't send an email that only contains one large image because most subscribers won't see it. The email will appear empty until the user downloads the images. Many readers will simply ignore the "empty" email and move on to the next one. 


The only way to be sure that your email will make it into your subscriber's inbox is to get them to whitelist your email address or domain. So take every opportunity to ask recipients to add your email address to their whitelist. 


It's easy to put an opt-in form on your website, sign up for a free email marketing service, and start sending out marketing emails. However, it's a lot more challenging to run an effective email marketing campaign because there are many things you need to consider. Basically, you need to ensure that your email stands out from the crowd and that your message is loud and clear.

Thank you for reading!

Image licensed via Haute Stock

Written by Anne Albright

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