What makes a good email?

"We only have six seconds…

to convince our potential client that it is worthwhile to open and read the email we sent" _{QuantifyNinja, 2023}

Multiple elements make up a good email, but it isn't all visual. In it's most basic form the elements you need in a good marketing email are:

Clean, relevant data (a good email starts before the contents begins)
A trustworthy sender name
A concise subject line that introduces what's in the email
Pre-header text that includes further detail/longer form
Additive images
Clear and concise copy
Relevant calls to action
A layout conducive of reading
Personalization where applicable
A full footer, inclusive of email preference updates
Alt text, mobile optimization and text only fallbacks

There's no single template to making a perfect email, but making sure you include as many elements as possible will improve your performance.

_{“The average open rate for B2B email is 15.1% but enjoys a higher click-through rate than B2C email.”}

Campaignmonitor.com, 2023