There are emails you skim and forget. Then there are emails you open, read, maybe even bookmark, and take action on without hesitation.
So what makes the difference?
It’s not luck. It’s structure.
High-performing emails follow a kind of invisible blueprint. They don’t just look pretty. They’re built to guide someone from opening to clicking with as little friction as possible. And while every brand’s voice and goals are different, the anatomy of a strong marketing email is surprisingly consistent.
This post breaks down the marketing email structure piece by piece, so you can craft emails that get opened, read, and acted on, not just ignored.
It Starts With the Subject Line
If your subject line doesn’t do its job, nothing else matters. People get dozens or hundreds of emails daily. Most are competing for the same sliver of attention.
A good subject line is clear, intriguing, and direct. Not clever for clever’s sake. If your reader has to stop and decode what you’re trying to say, you’ve lost them.
Here are a few quick tips:
- Use plain language.
- Hint at what’s inside without giving it all away.
- Avoid spammy phrases like “Buy now” or “Lowest price!”
- Keep it around 6 to 10 words.
A little personal anecdote: I once tested a subject line with what I thought was the wittiest pun ever. It completely flopped. The straightforward version, “How to simplify your next campaign,” doubled the opens. Turns out clarity beats clever almost every time.
The Preheader Is Underrated
Think of the preheader like a movie trailer. It shows up next to the subject line in the inbox and can often make or break the decision to open.
Your preheader should complement the subject line, not just repeat it. Use it to add context, tease the benefit, or create urgency.
With Tarvent, you can easily edit preheaders in the campaign editor, so you’re not stuck with default filler text like “View this email in your browser.”
Nailing the Opening Line
Once someone opens your email, the first line needs to pull them in. Too many emails waste this prime spot with “Hi John, I hope this finds you well,” which immediately signals generic.
Try to start with:
- A bold statement.
- A question that matters to them.
- A relatable observation.
This draws people down the screen, which is the whole point. If your first line is weak, it doesn’t matter how strong the rest is.
The Body Should Flow Like a Conversation
People don’t read marketing emails the way they read a blog post or ebook. They scan. That means short paragraphs, simple words, and clear logic.
A strong body typically follows this order:
- Identify the reader’s pain point or goal.
- Explain how you solve or support it.
- Show a quick proof point.
- Lead into the action you want them to take.
If you’re wondering how to write emails that actually get clicks, it often comes down to empathy. Talk to your reader like you’d talk to a colleague over coffee. That tone not only feels human, it also builds trust.
Include Social Proof Without Making It Obnoxious
Some people make every email a brag fest with logos and review stats jammed in every corner. Others forget to include credibility entirely.
The best approach is a subtle mention.
- “More than 2,000 businesses rely on us to run their campaigns.”
- “Just last week, Sarah doubled her signups with this exact strategy.”
Tarvent users regularly share back wins like this. We often turn those stories into short snippets inside Journeys to reinforce value without sounding like a chest-thump.
The Call To Action Is Your Linchpin
Everything in your email builds to the CTA. Make it obvious and make it easy to act.
Some email template tips:
- Use a single, clear CTA. Too many choices mean no decision at all.
- Button color matters less than placement and copy.
- Write button text that finishes the sentence “I want to...” like “Get the guide” or “Try Tarvent free.”
If you’re feeling stuck, read our piece on daily vs weekly campaigns which highlights how cadence and CTA positioning change click results.
Mind Your Design, But Don’t Overdo It
Great emails aren’t art galleries. They’re functional tools. Keep your design clean, mobile-friendly, and make sure the text stands out from the background.
With Tarvent, you can use templates that balance visuals and text without needing a designer. You’ll get structure by default, so your message doesn’t get lost in a clutter of graphics.
Always Test Before You Hit Send
Even if you follow every tip here, testing is still essential. Try two versions of a headline. Test one long format versus one short. Monitor which sections people click.
Tarvent makes this easy with built-in A/B testing and Journey reports. You can see not just who opened but how far people made it into your sequence.
I’ve seen tiny tweaks, like moving a testimonial higher or shortening a CTA, lift conversions by 20 percent. Without testing, you’re just guessing.
Conclusion
If you’re serious about improving results, don’t obsess over the latest hacks. Focus on the basics of marketing email structure. That’s where the real gains are.
A compelling subject line gets the open. A strong opening keeps them reading. Clear, human copy builds connection. A strategic CTA drives action. Repeat that formula and keep refining.
Tools like Tarvent exist so you can automate and scale this without losing quality. Your emails can still sound like you, reach more people, and convert better than ever.
TLDR
- Your subject line earns the open.
- Use preheaders to add a teaser, not repeat.
- Start strong with a line that matters.
- Write like you talk. Keep it human.
- Slip in social proof, don’t scream it.
- Have a single, clear CTA.
- Clean design beats pretty clutter.
- Always test and adjust.
High-performing emails aren’t mysterious. They’re built with empathy and structured with care.
Try it once. Then keep tweaking. That’s how you win.
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