How should I structure the content of an email?
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Your email has maybe three seconds before a reader decides to engage or delete. Structure is what keeps them reading.
Start at the top with your header. That's where your brand logo or navigation lives. It tells readers "you're in the right place." Below that comes your hero section, which is the visual and textual centerpiece of the message. Lead with your main offer or core message here, plus your primary call-to-action (CTA). Everything else supports this.
After the hero, you've got supporting content. This is where you add details, list benefits, include testimonials or social proof, or explain why the reader should care. Keep these sections short and scannable. Most readers skim. Use headers and subheaders to guide the eye. Add whitespace generously so dense blocks of text don't overwhelm.
If you genuinely need a secondary CTA (maybe "Learn More" alongside "Buy Now"), place it lower in the email. Then comes your footer: unsubscribe link (required by law), company address (required), and any legal fine print.
One crucial principle: front-load value. The most important content goes first. Don't bury your offer under three paragraphs of story. Your readers are busy, and most won't scroll far on mobile.
Build your next email with this framework and ask yourself at each section: "Does this section move readers toward my one primary goal?" If the answer is no, cut it or move it.
Related: mobile email responsiveness | CTA placement and effectiveness.
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