Email Body: Examples and Best Practices

Every email consists of two basic parts: the subject line and the email body.

A subject line of an email can be compared to an envelope of a physical letter: just as the envelope informs the receiver about the sender, the address, and a ZIP code, the headline should help the receiver understand what the letter is about. 

If we continue this analogy, an email body is everything that’s “inside the envelope”, only in the email body there is content instead of paper and cards. The email body is created with the help of the HTML code that marks the text, images, videos, links, and buttons with special tags. 

How to Design an Email Body: Basic Rules

An email body may be composed of text, images, GIFs, or videos. 

Usually, an email body contains:

• greetings or a headline;
• a short introduction;
• the main information or message: text, photos, GIFs, videos, links, etc.;
• a call to action: a button or link that leads to an external resource;
• a signature, social media links, etc.

It’s not necessary to add greetings, an introduction, or a signature, but the main message is an essential element. 

Look at this example: this email body contains a headline, an introduction, the main message, and a call-to-action button.

What to Include In Your Email Body? Examples From Brands

The content of an email body depends on your brand, style, and email marketing strategy. 

Some brands use only textual content: it’s a popular strategy in cold email copywriting.

Other companies prefer to add images.

Some choose a minimalist design for their email body.

Others create more eye-catching designs. However, there are basic elements that can be found in any email. 

What Are the Essential Elements of an Email Body?

Let’s look at the basic elements of an email body. Usually, we speak of three of them: a header, a footer, and the main content.

Email Header 

An email header is the first thing that a subscriber sees when they open an email. Your email header might include:

• branding elements, so that a subscriber would quickly identify your brand;
• a menu with the most popular sections of the website;

• information about your special offer.

Email Footer 

An email footer is the lower part of an email. It includes additional information about the topic of an email as well as other elements:

• unsubscription link or button;
• contact info;
• social media icons;
• disclaimers.

Main Content 

This is the section between a header and a footer. It usually includes such elements as:

• textual content: e.g., description of your offer, goods, or services;
• images;
• product grid, etc.

How to Write an Effective Email Body? 

Follow our recommendations to create a high-quality email body that will help you achieve your goals. 

1. Personalize your email body

First of all, begin your email body with a greeting that addresses the recipient by name: it’s a simple way to establish a connection with the recipient and show that you value their time and attention. 

If possible, segment your subscribers: segmentation will enhance their experience with your brand. For example, you can divide subscribers into groups according to their interests or the stages of their customer journey. 

2. Use short paragraphs and bullet points 

Long blocks of text can be difficult to read and may cause the recipient to lose interest. That’s why your email body should be easy to read and understand: break up your email message into short paragraphs, and use bullet points to highlight important information.

3. Use an appropriate tone of voice 

Your email body should be written in a tone that is appropriate for the recipient and the topic of your email. This helps to build a rapport with the recipient and makes your message more engaging.

Remember to be consistent with your tone of voice on your website, social media, emails, and other channels, if any. Consistency in a tone of voice helps to reinforce your brand identity across different channels and build trust with your audience. 

4. Keep your email body to the point

While including all relevant information and attachments is necessary, don’t add too much content to your email body. Keeping your email body focused on a certain topic is important for at least three reasons: 

1. Attention. People's attention spans are limited, and a long email body that covers multiple topics can be overwhelming and difficult to engage with. By focusing on one topic, you can keep the recipient's attention and make sure that your message is received and understood.
2. Actionability. A succinct email body is more actionable than a broad one. When you stick to one topic, it's easier for the recipient to take action on your message. They know what you're asking for and can respond accordingly.
3. Respect. A succinct email shows respect for the recipient's time and attention. When you send an email that covers multiple topics, you're essentially asking the recipient to take on multiple tasks. On the other hand, if you focus on one topic, you're showing that you value their time and are considerate of their workload.

5. End your email with a clear call to action

You should always tell the recipients what you want them to do next. Whether you want them to respond to your email, buy a product, or take some other action, make sure that it is clear and easy to understand. 

Wrapping Up

An email body is the content of an email that is displayed when you open it. 

An email body can consist of textual content, images, GIFs, and videos. Usually, an email body includes greetings or a headline, an introduction, main information, a call to action, and a signature. Also, an email can be divided into a header, main content, and footer.

If you want to create an effective email body, remember to follow these recommendations:

1. Personalize the email body;
2. Use short paragraphs and bullet points;
3. Use an appropriate tone of voice;
4. Keep your email focused on one topic;
5. Add a call to action.