One-Pot Marketing Email Recipe
We’re not going to roll this out like one of those terrible recipe websites and attempt to regale you with stories like, “I wanted to share my mother’s Christmas email marketing newsletter with you. This is my version of the one she always sent in October. It brings back so many childhood memories.” We’re going to jump right in.
Our only preamble: This article is focused on marketing emails—think the sort of thing you’d send via Mailchimp or Constant Contact.
One-Sheet Weeknight Email Ingredients
These are the things every functional email should have. A newsletter could have multiples of each of these. Just be sure to organize them well.
Purpose: There should be a good reason to email someone. Make sure the purpose is clear because this drives everything else.
Don’t dilute the effort by jamming too many things in one email.
There are definite exceptions. A regular newsletter, for example, may share several posts, articles, or updates.
Subject Line: This is the first thing the recipient will see. It should inform—or at least intrigue.
Message: Deliver this as text—resist the urge to write it on a graphic and drop in a JPEG. That’s going to be too small on a phone and will ruin accessibility.
Call to Action: Be clear about the (inter)action available for the recipient— make it easy and clear to execute.
Yes, “Read More” counts. As does “Sign Up Today” or “Let’s Get Started.”
Extras
You can spice up the above with these extras—think of them as garnishes to spice up a basic email.
Headline(s): These are super useful for newsletters—they naturally section off parts of the email—but don’t feel obligated to write a headline.
If the tone or subject is more personal, omitting headlines makes the email feel less like a sales pitch. However, the right headline can play with the subject line and increase engagement.
Pre-Header Text: Shown as a preview in some email clients, this excerpt follows the subject line. It’s another opportunity to convince the recipient to open your carefully crafted email. You’ve got about 40–50 characters to work with here—use them wisely.
Photos or Graphics: They are not required, but if you have something that supports the purpose, by all means, include it.
When: Is there a deadline or cutoff? If so, include it. Give recipients a reason to take action sooner rather than later.
Emails can be a powerful supplement to your website, brand, and print materials. Are you interested in making the most of your communications? Let’s get started.
