Hello there! In this week’s episode of Get Schooled, we’re getting into the anatomy of a marketing email. We’ll peel back a layer or two to reveal how everything works together to breathe life into your email campaigns. Join us as we break down the components of a winning email so you can create impactful emails of your own. (Prefer to watch? This one’s also an episode.)
Crafting email content can be daunting, so having a formula is key. In this case we’re going to map it out like a body’s anatomy to understand where each piece fits for maximum impact.
Where does each piece of information need to go for your email campaign to be useful and valuable to both your subscriber and your business? It starts at the…
HEAD: The First Impression
How does your email show up in the inbox?
The way your winery appears in your customer’s inbox directly affects engagement. There are three components to consider: your sender ID, subject line, and preheader (or preview text).
Sender ID
When you get a piece of mail, you look to see who it’s from. The sender ID on an email is similar. Do you recognize the winery’s name? Does it make you want to open the email?
Some businesses use their company name as the sender ID, which is common in the wine industry. But others use a personality at their winery, such as the winemaker or hospitality director. Some businesses even use mascots to send emails. Yes, mascots! If you have a winery dog with a personality, you could try this too.
The route you choose is up to you. Do you want to be forever tied to the winery you’ve created? Then send from yourself. If you plan to scale or sell your winery someday, or if your name isn’t easily recognizable as being associated with your winery, use your winery’s name as the sender ID. And if you’re not sure, A/B test it to see which gets a higher open rate!
Subject Line
There are a thousand things to consider when it comes to subject lines. A great place to start is this goodness on irresistible subject lines on the Email Mavens blog.
Bottom line: keep it short, keep it snappy, and capture your subscribers’ attention. Leverage intrigue and suspense whenever you can.
Preheader Text
The last part of your first impression is the preheader text. This often-overlooked tool helps increase both open rates and conversion rates. Preheader text shows up after the subject line in many inbox providers and builds on whatever you’ve hinted at in the subject line.
I’ve received so many emails where the preview text was either left blank, just a repetition of the headline, or left over from a previous campaign. None of which are helpful.
Depending on your email service provider, this might be called preview text. You may have to dig around to find where to edit it, but don’t skip it! Use this space to build interest in your content, support your subject line, and give your customers a little sneak peek of what’s inside.
Your sender ID, subject line, and preheader text combine to capture attention and spark curiosity. Once people open your email, how do you get them to take action?
HEART: Above the Fold
Once your email is opened, how do you inspire action?
It’s vital to optimize the area “above the fold.” This term comes from newspapers, where publishers wanted the most eye-catching images and headlines visible before you unfolded the paper. In email marketing, you might think of it as “above the scroll.” You want to make it clear what your email is about, and if possible, what action you want your subscriber to take.
Here are a few tips:
- Reinforce your branding with consistent logo placement. (Your email brand guide should make this automatic.)
- Use inspiring hero images that align with your message and campaign goal.
- Write headlines that speak to your customers’ needs and wants.
- Sum up your email content clearly and inspire your subscribers to take action.
- Remember WIIFM, “What’s in it for me?” Always answer that question for your subscribers.
- Whenever possible, include a strong call to action above the scroll for those compulsive clickers with fast thumbs.
Here’s a little cheat code: if you write compelling copy for your subject line, preview text, headline, and call to action, you’ll already have a winning email.
BODY: After the Scroll
What else do you want to tell your subscribers?
For those who scroll, you’ll want to write more email copy. When adding more copy, make it easy to scan. Use a balanced mix of images and text to guide your readers through the content.
If your email is more letter-style, use the bold option to highlight key sentences and phrases. Break up paragraphs to avoid overwhelming your readers with walls of text.
FOOTER: The Junk Drawer
Anything else you’d like to say or have subscribers do?
If you have secondary information, place it in the “junk drawer.” This term, repurposed from marketing expert Donald Miller of StoryBrand, refers to the footer of your email.
What goes in the junk drawer? Less actionable but still useful content:
- Include outbound links, like simplified website navigation, so subscribers can reach key parts of your website from your email.
- Want more engagement on social media? Include links to your active platforms in the junk drawer.
- You can also add a passive call to action asking subscribers to update their information. (Point that link at a real preference center and it quietly becomes one of your most valuable footer links.)
Putting It All Together
Debating where everything should go in an email can be overwhelming. I hope this “body scan” has simplified your decision-making process while highlighting some underutilized content areas in your email marketing template.
To summarize, here are the main parts of an email’s anatomy:
- Head: get your email opened by optimizing your sender ID, subject line, and preheader text.
- Heart: inspire action with compelling content above the fold/scroll.
- Body: make the rest of your email easy to read and stay focused.
- Footer: store additional content in the junk drawer so you don’t distract from your main message.
All of these elements work together to create an inspiring email marketing campaign. Want to see the anatomy applied? Our three winning winery email templates are this framework in finished form.
At Email Mavens, we believe every winery can sell more wine online by sending better marketing emails. And if you want to watch Erica build full campaigns on this anatomy, start with the free winery email masterclass.
Now that you know where everything goes, use what you’ve learned, and keep pressing send on your next best email! (Ready to graduate? The Get Schooled finale is How to Dream.)
Marketing Email Anatomy FAQs
What are the main parts of a marketing email?
Four: the head (sender ID, subject line, and preheader text, which earn the open), the heart (the above-the-scroll zone that states the point and the action), the body (scannable supporting content), and the footer, the “junk drawer” for navigation, social links, and preference updates.
What is preheader text and why does it matter?
It’s the preview snippet shown after the subject line in most inboxes. Left blank or repeating the headline, it wastes prime real estate; written to build on the subject line’s hook, it lifts both opens and conversions.
What should go in an email footer?
Useful-but-secondary content: simplified site navigation, social links, and a passive call to action like updating preferences. Keeping these in the footer protects the main message from competing links higher up.
