Email Components

Digital Marketing - Study Notes:

Components of an effective email

There are certain components that contribute to writing and designing effective emails:

• A clear objective
• A footer section
• Workflow trigger
• Correct audience segment
• Authenticated email address
• Sender name
• Subject line
• Copy/Email text
• Design
• Call to action (CTA)
• Imagery

Objective

It’s important to ensure the email campaign has a clear purpose, such as driving sales or sharing a product release. This ensures all images, text, and CTAs are relevant to the primary objective.

Footer

For legal reasons, you should include a footer section with:

• A working unsubscribe link
• A verified company address
• Any corresponding terms and conditions relating to the conditions of the email

Sender name

The sender name that displays in the email is the first thing a recipient looks at to see if they recognize who is contacting them. Then they will decide whether to engage further. The sender name is sometimes a person’s name and the company name, for example, “Simon from the Digital Marketing Institute”.

Bear in mind, however, that a sender name should not be generic or just an email address – for example, info@yourcompany.com.

Note, also, the difference between the sender name and sender email address.

• The sender name appears in the recipient's inbox, which is the first thing they see. It’s used to establish trust and recognition, so it should always include your company name.
• The From email address is the actual verified email address, which the email is sent from. It should include the same domain as the company, not a generic @gmail.com domain, to avoid deliverability issues because email service providers use it to verify the authenticity of a sender.