Email Tips and Best Practices: Formatting

Email Tips and Best Practices: Formatting

 In B2B Engagement Marketing, Uncategorized

Formatting your emails effectively is just as important as the quality of your content when it comes to successfully engaging your audience.

But formatting goes beyond just making an email visually appealing. It also means understanding what recipients are looking for and how to deliver it conveniently, clearly and effectively. Here’s how to tailor your emails to make them stand out.


It’s crucial to keep emails short and friendly to appeal to readers who will skim content for the main points. The five key questions – What? When? Where? How? Why? – should be easily identifiable and comprehensible.

A large chunk of text at the top of an email can be daunting to a reader unfamiliar with your company. When introducing yourself to a new audience, think of recipients in human terms. Including a few words of introduction near the top of the email can help build trust and encourage engagement.


Create easy-to-navigate emails by using bullet points to summarize key ideas and having a prominent call-to-action button. Recipients should be clear about the purpose of the email; the general structure of the message should visually guide the eye to the CTA.

However, having too many links or different CTAs can negatively impact click-through rate (CTR) by giving the email a disjointed feel.

A key component of successful email marketing is using consistent branding across all promotional emails, including automated confirmation and event follow-up emails. Visually aligning all emails with your website or landing page creates one standard message and can help develop brand recognition.

Readers have an affinity for clicking on images, so make sure to hyperlink logos, title slides and other images in emails. This gives you the opportunity to direct recipients to a landing page or provide them additional information about the presentation and speakers.

When used effectively, images can significantly increase email performance. However, most browsers require the recipient’s permission before loading images, so make sure your message is not completely dependent on them.

For each image, include alternative text that conveys the same information as the image to ensure no essential information is lost if the user has turned off images in their browser or has not enabled them on mobile.

Device compatibility

According to Litmus, 53% of emails are opened on a mobile device. For that reason, it’s essential that messages be mobile friendly; otherwise, recipients will simply delete them without even reading them.

If you haven’t optimized your emails for mobile viewers yet, start by making sure your promotions include the four key elements of a mobile friendly marketing email.

After you’ve mastered those, continue to optimize your sends by A/B testing things like subject line and sender name to see what works best for your audience. HubSpot found that both open and click-through rates increase when emails are sent from a real person rather than a company.

Here’s an example of one of our invitation emails:

Are you optimizing your webinar emails? Download BrightTALK’s Email Playbook for Channel Owners to learn how to send emails that maximize registrations and drive demand.

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