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The Anatomy of a Powerful Email

How many marketing emails do you get in a day? Of those emails, how many do you take the time to open and read? Exactly.

Do yourself a favor and use the next couple of minutes to learn how our Senior Marketing Automation Manager, Gwynne Barry, recommends that you use email marketing best practices to command your target audience to open and read your email and  take action in a powerfully irresistible way.

From Name

The from name of the email sender is a common reference point used by email recipients to decide to delete or report spam. A split second judgment is all that it takes to earn an open. Consistently use the name of your company or company representative to make it simple for someone to recognize who sent the email.

Subject Line

Sometimes overlooked as an afterthought, the email subject line is your first and most important opportunity to catch the recipient’s eye and make them think, “I want to open this.” Make it count by grabbing their attention, but not so cheesy it sounds like a pick up line (unless that works for your brand). It’s also one of the simplest elements to test that can lead to a dramatic increase in the number of people who open your email.


The preheader is the first line of text in the email. With some email clients, and on mobile, it’s visible in email previews. If you don’t use it, often the first text your recipient sees will either be “view email online” or the file name of the first image. Don’t miss this chance to communicate value and convey your offer.


People are naturally drawn to visual elements. Use images as an opportunity to communicate more than the text can alone, but make sure to optimize images for when they don’t show up. ALT text and title text can be your savior when email clients block images from showing.

Call to Action

This is the primary action you are asking the recipient to perform. Examples are to download an infographic, register for a webinar or purchase a product. Make your call to action (CTA) clear and persuasive, and use text links and buttons to distinguish it from the rest of the content, making it easy to click, especially on mobile. A great way to make sure your button always displays is to code it as HTML.  


CAN-SPAM laws require you to include your company name, your physical address, and an option to unsubscribe. But, you can provide more than just compliance. Consider highlighting your social media profiles, showcasing sections of your website or even the best ways to get in touch with your company. Additionally, providing links to your company’s privacy policy or terms and conditions can improve the user experience.

The Anatomy of a Powerful Email

Have any additional tips or questions on optimizing your email marketing? Please feel free to comment below.

Posted in Email Marketing