Layout Elements for Email Design

Chapter 4 of Layout and Creative in Email Marketing

Each individual element in an email layout can play a part in persuading subscribers to convert. This chapter covers key features marketers can include in an email to drive conversions.

By Kath Pay

4 minute read

Every part of an email can be geared towards encouraging conversions, from the headline to the footer. This chapter provides a list of key elements to include in an email layout and best practice for how to use them effectively. It covers:

Personalisation: Personalised, relevant content can increase engagement. How can subscribers be encouraged to provide their personal preferences?
Individual features: Large headlines, clickable product images and grouped features that match the sections of the website are just some of the elements that can encourage readers to take the next step.
The admin centre: Providing useful, necessary or legal information in a block known as the admin centre can help to build trust. What should be included in this part of an email message?