Every email is composed of separate and distinct elements. Each of those pieces has an impact on how many people open, read, and click on your email — but they ultimately, must work together to get the desired effect. Keep in mind: there are no formulas or guarantees to hitting the email marketing sweet spot. There are, however, models.


The Subject Line 

• Use a clear, attention-grabbing subject line. 
• 47% of people open an email based solely on the subject line. 

The Pre-header 

• Summarize what the email contains before they open it and how it benefits them. 
• Adding an email preheader can increase open rates by 30%. 

The Body Copy 

• Deliver on the benefit that was promised in your subject line, personalized to your audience. 
• Personalized promotional emails provide 29% higher open rates and 41% higher click rates.

The Call to Action 

• Use action-oriented verbs to make a brief declaration to invoke a response from a reader, listener or viewer. Note: it should be listed twice – once in the Body Copy and once in the P.S. 
• Including a call to action button (as compared to just linked text) can increase conversion rates by as much as 28%. 

The Close 

• Clearly and concisely share your intent with the readers. Let them know exactly what they should do next, the benefit of taking that course of action, and how long they have to take it. 
• Only 19% of people fully read newsletters — the rest skimmed looking for quick lines. Wrap up what you want them to do in one line. 

The P.S. 

• Give them additional information not addressed in the body copy that would make them want to take action. 
• 79% of people who open an email read the PS first.