From name
Campaign uses the from name when sending to lists. This name will appear in the from name field and in the headers of sent emails. The from address is the default email address for your organization.
Subject line
Use well-constructed subject lines, which can have a huge impact on open rates. Keep them specific to the email theme and messaging, don't use gimmicks. Use personalization in subject lines. Keep subject lines short but meaningful.
Preheader text
The short summary text that follows the subject line when viewing an email from the inbox. Aim for 40-50 characters. Be meaningful, compelling, and concise. Provide a quick summary of the email content or elaborate on the subject line. Your subject line and preheader text should work together. A/B test subject line and preheader combinations.
Warning: We strongly recommend not using the following special characters: [, {, }, |, \ , (, ),^, $, +, *, ? as these can cause tracking issues reporting opens if used.
Click-to-view link
By default, a click-to-view in browser link is included at the top of the email. You can disable this default and create a custom link.
Branding
Branding in an email can include your company logo, information, social media, and photos integrated into your messages. Include links that navigate a recipient to your website, landing pages, social pages, or anything else you want them to interact with.
Core navigation
The most important message in your email that ties back to your subject line. The headline often has the largest font size and the biggest image in the email. The core navigation should include your call to action.
Headline
Start with a headline idea that describes the content of your email, then expand. Don't be afraid to be creative. Test headlines and see what works best for your audience.
Call to action
The call to action is a button or link that directs the recipient to take action, usually a link to a website, but you can also add a button that take the recipient to a different channel: phone (link to a phone number), SMS, or WhatsApp. The button should be obvious, visible, and compel recipients to click. CTAs can encourage a purpose, provide videos, content, events, provide information on services, collect feedback, or encourage recipients to follow your company on social media.
Body copy
Body copy is the actual copy — the words — in your email body content. It's how you communicate an idea to recipients. Know your audience and write for them. Keep your emails short and make your emails scannable. Use bullets and subheadings to break up blocks of text.
The fold
Without doing any scrolling, this is the area of your email that recipients see first after they open it. There's no guarantee that your subscribers will scroll to the bottom of your email, even though most people have gotten used to scrolling, so make sure you give your best first impression and put your call to action front and center in your email campaign.
Secondary CTAs
Secondary calls-to-action that invites recipients to perform an action on your site other than the primary one you'd like them to take. Your primary CTA may be promoting one thing, but what about recipients who aren't ready for this type of engagement? Your secondary CTAs is an alternative. It could be a way to appeal to the recipients as well, promoting something else, such as a social media click, follow, or subscription, a link to your website, or a sign up form.
Footer
Often included in the footer of an email is information identifying the message as an ad. Tell recipients where you’re located and how to opt out of receiving future emails from you.
Social/share links
Add social profile links to drive recipients to your social media channels. This is a great way to coordinate marketing campaigns.
Unsubscribe
Give your recipients a clear way to unsubscribe or opt out of your emails. Your footer should always include an unsubscribe link. When someone unsubscribes from your email, their email address is added to your suppression list.
Disclaimer/legal copy
You'll want to talk to your own legal team about the requirements for your emails. Understanding anti-spam and privacy laws can help alleviate any headaches from violating these laws, which can result in fees and penalties.