10 Ingredients for Successful Email Marketing

Creating marketing emails is as much of an art as it is a science. Sure, there are some pretty firm rules to establish the basic structure, but the style and presentation are left almost entirely up to the creator. In this way, email marketing is a lot like cooking.

Chefs and email designers have a fair amount in common. Both work from recipes (templates), add their signature flavors, and tweak to suit the occasion. Though their creations are constructed from the same basic elements, both chefs and emails designers manage to produce a broad range of finished products.

This week’s Infographic keys in on these similarities. It uses the metaphor of cooking to explain the key elements of an email marketing message. The Infographic, which comes to us from Mailify, provides ten features that are present in effective email campaigns. These features range in complexity, from simply including a logo to testing for various email clients.

Some noteworthy ‘ingredients’ from the infographic include:

  • Ingredient #3: Quick Contact – Add noticeable contact information near the top of the email to add credibility and simplify outreach.
  • Ingredient #6: Text/Image Ratio – In many email clients, images aren’t turned on by default. Make sure your email serves its purpose with and without images. A good balance of text and images will also help to avoid spam filters.
  • Ingredient #8: Mobile Version – An increasingly larger percentage of emails are being opened on mobile devices. Make sure your emails are just as appealing to these viewers.
  • Ingredient #9: Out-Out Link – Opt-out links aren’t exactly fun, but they’re required. Make the best of them by incorporating them into the design, rather than throwing in a plain-text link at the end of the email.


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Let us know what you think:

  • Do you currently include all these elements in your marketing emails?
  • Would you add anything to this list?
  • What’s your ‘secret ingredient’ for successful emails?

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