[EM] 02. Create an Effective Email Campaign

A great email should have the following: 

• clear campaign objective
• compelling subject line
• descriptive pre-header
• keep their copy clear, concise and customer-focused
• have a singular, prominent call to action
• have visual appeal

Ensure you have a strong subject line and pre-header

Subject line: the subject line should be short, compelling and personalized, enticing the reader to want to open your email. 

Pre-header: the pre-header, snippet or preview text is the information that appears before a subscriber opens an email and is meant to reinforce your subject line.

Elements of an Email
Here are some components of the email.

Pre-header
This is the light grey “pre-header” text that may be displayed in my inbox. Note that this is the first text that appears in the email. The prompt to add the sender to an address book. When customers do this, it ensures that the emails from that sender are not marked as spam or filtered into a “Promotions/Ad” category. This greatly increases the chance that your emails get read. There is also a link to “view in a web browser,” which links to an HTML version of the email.

Header
After the pre-header, you see the United Airlines logo and tagline within a header. This helps subscribers quickly identify the brand. Eye-tracking studies have found that people automatically look for logos on the upper left-hand side of emails.

Links and Social
Next, you see some more direct links to areas on the United website along with social links. It’s usually a good idea to link to your company’s social accounts in most marketing emails.

Footer
Finally, at the bottom of the email I you see the footer. Notice how tiny this text is! It’s pretty hard to read. You see some terms and conditions related to government programs. You also see the physical address of the company along with a link to unsubscribe.


Writing a good email copy: 
email copy should always center around one thing: your marketing objective

Call to action: 
the call to action is the single most important part of your email. The call to action is what will prompt your customer to take the action you would like.

• Clear
• Singular - 1/email
• Descriptive
• Avoid too much text

Email Template: 
Sender:
Subject Line:
Pre-header:
Main copy:
When:
Where:
Call-ti-action:
Additional copy: