Advanced practices for creating and sending messages

Want to start sending out your mass emails, but have no idea how they should look to grab the recipient’s attention? Learn how to create an attractive email, both visually and in terms of content, and use the power of personalization in your campaigns. 


  1. The importance of message’s inside and outside 
  2. Power of personalization

1. The importance of message’s inside and outside 

When a recipient receives an email, what do you think he will notice first? Putting aside those who actually choose to open the email, the first your subscribers will look at are three very important fields:

  • Sender name
  • Subject line
  • Preheader

Given that the subject line will be the longest, or at least should be the most eye-catching, you need to think about how to make it attractive enough to get the result you seek. 

  • Treat it as the most important piece of your campaign
  • Give yourself time to A/B test and use the real data
  • Use your imagination
  • Personalize it!

Additionally, remember about snippet text. Many mailbox providers allow previewing some part of the email content (usually about 100 characters) so don’t waste this space. 

If you feel like you caught the attention of your recipient, now it’s time for the body of the message.

See how Email Subject AI Grader works >>

  • Email Layout – there’s a thing that many marketers often forget about – email layout. Its general look, size, font to be used, colors, etc. all play a great role in your deliverability. In order for your email to look good, it should be vertically aligned and the ideal width should be between 500 and 650 pixels. You should also limit the sections of your message to a maximum of five to ensure the best visual experience.
  • Visual experience – visuals always have a better impact than text. Try to balance your email, by inserting some images. Avoid stretching or squishing the pictures, and keep them as high quality as possible.
  • Graphics alt – remember, not everyone would see the images you insert. Some mailboxes purposely block that option and unless the recipient deliberately views the picture, it won’t show. Use alternative text that will describe images but don’t use the same one for every picture.
  • Content – this is for sure the most informative part of your email. Use short, clear sentences and paragraphs and keep them visibly separated. Use bullets to mark the lines that should stick above the others. 
  • CTA – Call to Action is another critical aspect of your email copy. It should be placed somewhere near the bottom and be in a button shape. It’s the last chance to convince the recipient to visit your page. 
  • Footer – last but not least. Make sure to put all the contact details there, and also your Social Media links.

2. Power of personalization

Everyone likes to be noticed and appreciated therefore, sending an email with personalized content is crucial for a successful email campaign. 

Personalization in terms of email marketing is the art of targeting the specific subscriber by leveraging the data you have collected about them. Usually, it’s their first name, gender or age. Using these data to your own advantage will increase your click-through rates and then, your ROI. 

There are three rules to follow when it comes down to personalized content:

  • Relevance – with the average of 121 emails per day landing in the recipient inbox, the definite most of them will get lost. Based on the data you hold about your audience, match the content to the specific recipient, grab his attention and offer relevant content
  • Timeliness – personalized content has to be timely. By collecting enough data about your subscriber, you can predict what type of content they need at any given stage of their customer journey.
  • Email should come from a person – people are more eager to read emails from other people, rather than a business. Try to sign your messages with the real name of the employee and use his photo instead of the company logo. 
If you need more information about the topic mentioned above, please contact us: +1 800 960 0640