How to Write and Structure Emails for Deliverability

Email remains one of the most effective communication tools in business, provided it reaches the inbox. Writing and structuring emails for deliverability ensures that your campaigns are not just opened, but achieve their intended purpose. 

Email Do’s:

1. Personalize Email Content

Personalizing email content, whether it is the message or dynamic field like first name, location, or company makes emails feel more relevant. Personalized content drives higher engagement and ROI.  

2. Identify Yourself

Use consistent brand colors, logos, and fonts. Strong visual identity builds confidence and makes emails instantly recognizable.

3. Use a Strong CTA

Include a clear and compelling call-to-action that encourages the recipient to engage with your email. A compelling CTA is key to driving recipient engagement which helps to improve your sender reputation over time. 

4. Use Engaging Subject Lines

Keep the subject line short, clear, and intriguing. It is your first impression, so make it count.

5. Follow Accessibility Guidelines

About one in four people live with varying degrees of disability that affects how they assimilate the email content. Add alt text to images, use legible fonts, and ensure color contrast so every subscriber can engage with your content.

6. Clear Unsubscribe Button

Add a clear unsubscribe button so that opting out is easy