Building an e-mail campaign block by block: header, text, image, button, divider and footer

E-mail·· 5 views· 3 min read

The short answer: in the E-mail Marketing editor a campaign is made of six kinds of block: header, text, image, button, divider and footer. You put them in the order you want, you can ask the AI for some text, and before sending to everyone you send a test to yourself. No HTML needed.

The six blocks

Block What it is for Watch out
Header Your logo or company name at the top. Keep it small: on a phone, people want to see the message straight away.
Text The message: what is new and why it matters. Short sentences. The first paragraph carries the point.
Image A photo of the product, the dish, the event. Never the whole message in one image: many people read with images turned off.
Button The action you want: view, buy, book, sign up. One main button, with a verb, going to the right page.
Divider A line between parts. It gives the eye a rest. It is not filler.
Footer Who is sending, why the person gets it and the unsubscribe link. Never hidden, never removed.

An order that works

1 Header with your logo.
2 Text with a greeting and the news in two or three sentences. There is always text before the images.
3 Image that shows what the text said.
4 Button with the main action, for example «See what is new».
5 Divider and footer, with a line such as «You are receiving this because you joined our list» and the unsubscribe link.

One goal per campaign

The usual mistake is trying to say everything at once: three offers, two news items and five buttons. The reader picks none of them. Choose one thing you want the person to do and build the blocks around it. The rest can wait for the next campaign.

Write to one person, by name. A greeting with the reader's name reads like a conversation, not a leaflet.
Before sending to everyone, send the test to yourself and open it on your phone. That is where a button that does not fit or a heavy image shows up. See what to check in the test. If you want to know what happens behind the design, read the HTML e-mail that displays everywhere.

Want to send e-mail campaigns to your customers? Tell us how many e-mails you send a month and we will prepare a proposal.

Talk to us

SEE ALSO

Letting the AI propose an e-mail campaign: subject and blocks from a short description

Sending a test of your e-mail campaign to yourself: what to check on phone and computer

The subject line of a campaign e-mail: short, honest and saying what is inside

Building an HTML e-mail that displays everywhere: width, images and dark mode

RECOMMENDED PRODUCT

Professional e-mail on your domain

Mailboxes in your company name, no adverts, with spam filtering. from $6.60/mo (3-year plan, with coupon)

See plans
Was this answer helpful? Your answer helps us improve this article.

Related Articles

E-mail 828 How to access your webmail You don't need to install anything to check your e-mail - the webmail works straight from your browser, on any device. A...
E-mail 617 How to set up your e-mail on Android Set your e-mail up once on Android and it keeps syncing in the background, on Wi-Fi or mobile data. Setting it up 1 Open...
E-mail 563 How to set up your e-mail on iPhone or iPad The Mail app on iPhone and iPad can hold your professional e-mail alongside any personal accounts, each syncing independ...
E-mail 425 How to set up your e-mail in Thunderbird Thunderbird can detect this server's settings automatically - you only need to type your name, e-mail and password. Auto...
E-mail 700 How to set up your e-mail in the new Outlook for Windows The new Outlook for Windows tries to configure itself automatically. If it can't, it falls back to the same manual setti...
E-mail 5 Letting the AI propose an e-mail campaign: subject and blocks from a short description The short answer: you tell the AI what you want to announce and for which sector, in a sentence or two, and it proposes...