Each element of an email has a distinctive role to play, from building trust to driving a specific conversion. This chapter looks at these components in detail, covering:

  • The subject line: A vital part of the email experience, what techniques can marketers use to make their subject lines as effective as possible?
  • ‘From’ names: Why are these as equally important as the subject line, and what are the best approaches for identifying the sender?
  • The headline: What’s the difference between the preheader and the headline, and how can both be used to encourage subscribers to act?