Every part of an email can be geared towards encouraging reader conversions, including the layout. This chapter provides a checklist of layout elements and best practices for how to use them effectively. It covers:

  • Personalised content: Personalised, relevant content can increase engagement. How can email marketers incorporate this into their design?
  • Subscription preferences: What considerations should be made when deciding where to place calls to action to update communications preferences?
  • The admin centre: Including useful, necessary or legal information in a block known as the admin centre can help to build trust and relevancy. What should be included in this part of an email message?