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.
Lorna Noone
Lorna Noone is an Email Marketing expert with a deep understanding of how to create effective email campaigns that drive results. She has worked at the award-winning agency Wolfgang Digital, as well as at Expedia and ASOS. Lorna has spoken at international digital marketing conferences, and brings a wealth of experience and expertise in email marketing strategy and execution.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools. While relevant to this module, you will not be assessed on this content.
