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Zakk Cano

June 7, 2020, 10:47 a.m.

5 Things You Should Include in Your Marketing Emails

Email can be one of the most effective forms of marketing, but many businesses are not making the most of their email marketing campaigns. Choosing the right elements to include in your emails can make all the difference and will help your messages to stand out. Here are five things you should include in your marketing emails.

Irresistible Subject Line

The majority of marketing emails will never be opened. Email users automatically discard messages that look like advertisements, scams or blatant attempts to shock the reader into opening the email. Crafting the right subject line is the most important part of creating your marketing messages.

Understanding your customers is the key to creating subject lines that will appeal to them. Your email is likely to be sandwiched in between several other marketing messages, so you need to find a way to make your email stand out.

Personal Greeting

Including a personal greeting, preferably using the reader's name, can make all the difference when trying to build relationships with people on your mailing list. Using the recipient's name also reminds them that they have already chosen to subscribe to your mailing list, which makes the reader less likely to send your message to the junk mail folder. Generic emails with no personal greeting will often be flagged as spam.


Every email you send should contain something of value. Whether you're providing a special offer, exclusive discount or an article about your business, you need to include something that is useful and valuable to your readers. Always look at your marketing emails from the customer's point of view. What will they gain by opening and reading your message?

Relevant Images

Images help to break up large blocks of text and make your emails more attractive. Use images, including charts and graphs, to illustrate the points you are making. Include photographs of your business, products or even your employees, as this helps to build familiarity with readers.

Emails containing large image files are often flagged as spam, so it's important to use the lowest quality and smallest file size possible when choosing your images.

Call to Action

Every email is an opportunity to encourage readers to take some kind of action. Using a call to action (CTA) in your marketing emails can serve several different purposes. You might use your CTA to encourage readers to learn more about a product, claim a special offer, make a purchase or share your message with their friends.

Email users are bombarded with marketing messages on a daily basis, so you need to make your emails stand out and give the recipients a reason to read your content. Each message should include an irresistible subject line, a personal greeting, something of value, relevant images and a call to action.


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