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?