Email Formatting: Examples & Best Practices for Success

Formatting emails is an art, and there’s no single way to do it perfectly. There are guidelines to follow, but the actual formatting depends on your niche and email recipients. This article will guide you on choosing the ideal email format to generate effective results.

What is email formatting?

Formatting refers to the structure and design of your email. It’s the arrangement of your email elements, including the subject line, introduction, typography, visual layout, and overall appearance. Using a visually appealing email format is crucial to getting your desired responses. Hence, it’s necessary to understand various email elements and their contributions to the final result.

Why care about email format?

Proper email formatting signifies your professionalism and gives the recipient a positive impression. Sending well-formatted emails shows your attention to detail and respect for the recipient's valuable time. A neatly formatted email is easy to read and understand, which often decides whether the recipient gives you the desired response.

By using clear subject lines, a concise introduction, and a well-written body, a proper email format makes your communications effective. This applies to both marketers sending email campaigns and individuals sending personal or corporate emails.

How to properly format an email in 2024

Any professional email should be formatted similarly to a business letter. Before we dive deeper into the elements of a professional email sending format, here are some brief formatting guidelines:

1. Keep your message short and straight to the point. Express your point in as few words as possible because recipients have limited time to read and respond to your email.
2. Use simple words people can easily understand. Avoid overly complex language.
3. Leave sufficient space between paragraphs to make the email easy for the recipient to scan through.
4. Proofread your emails before sending them. Mundane typos and grammatical errors make you look unprofessional, so they must be corrected. If you’re prone to spelling mistakes, you can print out a physical copy and read it to find mistakes easier than you would on screen.

The subject line

Every professional email must have a concise subject line describing its content. The subject line is the first thing the recipient sees, and it determines whether they open or ignore the email. It should summarize the purpose of your email, like:

• Application for [Job Position] – [Your Name].
• Dear [Customer's First Name]. We'd love to hear your feedback!
• Hi [Recipient’s First Name]! Please share your thoughts.
• You are cordially invited to [Event Name].

Greeting

After the subject line comes a formal greeting that addresses the email to a specific person. The greeting tells the recipient that the email is specifically for them and encourages them to read further.

Email greetings should be personalized, preferably with the recipient’s name. “Dear [Recipient’s First Name]” is your best bet at making the recipient read further. You can use "Hello" or "Hi" in informal settings, e.g., emailing a friend. However, “Dear” is the best template to address the recipient in formal settings.

Introduction

Don’t begin the body of your email without first introducing yourself, briefly summarizing who you are and explaining the purpose of your email. After a proper introduction, you can proceed with your request. Without an introduction, your request will likely be disregarded.

A good introduction includes a brief line to grab the recipient’s attention. Examples include:

• I saw your post about a [specific topic]...
• Nice to see you at [Your Company].
• I am writing to express my interest in [Job Position] at [Company Name]...
• I am writing to discuss [topic]...

Email body

The next element after the introduction is the email body. This is the core element that gives all the details about the message. Why are you reaching out, and what request are you making? If you're asking for something, state it clearly and include a call-to-action for the recipient. For instance, if you're promoting a software platform, include a "Sign Up" call-to-action button that takes the recipient to the registration page.

Keep your email body on topic and make it as brief and concise as possible. It should contain only the information that’s relevant to the recipient.

Email Sign-off

The email body is followed by the closing, i.e., the last few lines that end the correspondence. There are many examples of general email closings, such as:

• Yours Sincerely…
• Best Regards…
• Thank You…
• With Respect…

You can personalize the email sign-off according to your message context. Suppose you send an email requesting feedback for a task from your manager; you can close it with "I greatly appreciate your help" or "Looking forward to your feedback". If it’s an email requesting a meeting with the recipient, the closing phrase can be “Look forward to our conversation” or “Speak with you soon”.

If it’s an informal conversation, you can break the norm and use witty closings like "Sent from the bottom of my heart :)", "Have a nice day and watch out for falling trees", or "Fun Fact: The Sky is Blue". The idea is that the closing phrase matches the context and tone of the email body.

Signature

The signature is the text block at the end of an email that gives details about the sender. It usually includes the sender's formal name and contact details. This element is important because it identifies who you are, either personally or as a company representative. It gives the recipient something to confirm that the email comes from a trusted source.

Best practices of email formatting

Make the body brief and scannable

We’ve mentioned this point, but it’s worth reiterating. Your email body should be as brief and concise as possible. Be clear about the purpose and state any request you have. Use bolded or italicized words to draw the recipient's attention to vital information.

Include only content relevant to the reader, be it marketing, personal, or business email. Unnecessary information can easily bore your recipient.

Scannability is also crucial in email formatting. Write the email so that the recipient can quickly skim through it. For example, you can use bullet points or numbering to highlight your ideas. You can also include headings that act as signposts for email readers, showing how your content is organized.

Personalization

Personalization means using data you have about recipients to send them more focused emails. A common example is including the recipient’s first or last name in the subject line. Personalization makes the email reader feel important and, thus, more likely to read and respond to your message.

Personalize the message wherever possible – the subject line, greeting, body, closing, etc. Research shows that personalization boosts email open rates by a sizable margin.

Preview and proofread

Always proofread and preview your emails before sending them. No one is above mistakes, especially mundane ones. No matter how skilled you may be at writing, proofread your email at least twice before hitting the send button. This way, you’ll avoid mistakes that can annoy the recipient.

Describe attachments

You might need to send an email with attachments, such as pictures, videos, or PDF files. It's good manners to properly name all email attachments so that the recipient could identify them quickly. Attachments are often treated with suspicion (they’re common vectors for introducing malware), and correctly naming attachments helps you avoid this stigma.

For example, if you're sending a resume with a job application, name it "(Your Name) Resume.pdf" instead of a random name. Appropriately named attachments make you look professional, and the recipient can quickly figure out what the attachments are about.

Use a clear call-to-action (CTA) button

If you're sending a marketing email, it should have a clear call-to-action (CTA) button directing the recipient to a specific step. If selling products is your goal, use a “Buy Now” button or something similar. If you’re directing the reader to external articles on a blog, “Learn more” is a fitting CTA button. The idea for the CTA button is to have clear instructions and be clearly visible to the reader.

A/B testing

There’s no single perfect format that fits all emails. Your ideal format depends on many factors, mainly your niche, email purpose, and the recipient. A/B testing is the best way to get the optimal email format. It involves sending two or more variants of the same email to see which one works best.

Examples of email formatting

1. Professional emails

Professional emails demand a formal tone. They should be personalized for the recipient and focus on a specific topic. An ideal professional email template includes the following:

• A convincing subject line to encourage the recipient to open the email.
• A formal greeting based on your relationship with the recipient.
• A succinct introduction to build a connection with the recipient.
• A concise body stating the purpose of your email.
• A clear call-to-action for the recipient.
• A professional email signature.

2. Welcome email

A welcome email is what businesses send to new subscribers or customers. For example, if someone signs up on your educational website, you can send a welcome email appreciating the user and telling them what to expect from your site.

An ideal welcome email template includes the following:

• A concise subject line, e.g., "Welcome to [Site Name]".
• A formal or informal greeting.
• A sentence or two appreciating the user for signing up or purchasing an item from you. An introduction of your brand and what the recipient should expect from it.
• A call-to-action telling the reader the next step to take.
• A closing salutation.

3. Promotional email

Promotional emails are messages that promote specific products or services. They help businesses capture customers' attention and boost sales, provided they adhere to the proper format.

A promotional email template should have the following:

• An enticing subject line about the offer.
• A proper greeting, preferably personalized with the recipient’s name.
• A compelling headline highlighting the products or services being promoted. You can add images to make the pitch more engaging.
• A clear call-to-action that takes the recipient to the product page.
• A sign-off with your brand name, social media links, website link, or other relevant information.

4. Transactional email

Transactional emails are sent when a commercial transaction or similar action is triggered by the recipient, e.g., a confirmation email after someone orders an item from your site. They follow a standard format:

• A concise subject line, e.g., "Your purchase receipt".
• A greeting thanking the user for their action, e.g., "Thank you for purchasing [Item Name] from us".
• A brief email body discussing their transaction, e.g., receipt link, expected delivery date, perks, etc. A sign-off with your brand's name.
• A CTA button (in case the recipient needs to take further action to complete the transaction).

5. Cold email

A cold email is an email you send to someone you haven't built a prior connection with. It's probably the most difficult email to prepare because it's not solicited, which might annoy the recipient. However, proper formatting can make people respond to your cold emails and build solid business relationships.

A proper cold email template includes the following:

• A catchy subject line to encourage the recipient to open the email. The recipient likely gets many cold emails, so you need an intriguing subject line to stand out and grab their attention.
• A professional greeting. An informal greeting is unsuitable because you don't yet know the recipient.
• An introduction telling the recipient how you found their contact information and what you know about them.
• A paragraph talking about a problem the recipient has and how you can help them solve it.
• References to build trust with the recipient. Ignore this part if you don't have any references.
• A call-to-action, e.g., "Please reply to this email if interested".
• A professional sign-off, e.g., "Best regards" or "Cheers".

6. Newsletter email

A newsletter is a periodic report that a business sends to its subscribers. Its purpose is to inform the reader and get them to take specific action. An ideal newsletter template includes:

• An engaging subject line that indicates a sense of urgency.
• A generic headline and greeting.
• The relevant information that the newsletter intends to spread.
• A CTA button that directs the user to take an action, e.g., clicking a link to read more content.

7. Follow-up email

A follow-up email is an email you send to catch up on an earlier email the recipient didn't respond to. Suppose you send an email promoting new products to a customer but get no response. You can send another follow-up email highlighting the products plus a discount code to encourage the recipient to buy them. A follow-up email can come in many forms, but it generally follows this template:

• A catchy subject line, e.g., “I wanted to share some exciting news with you”.
• A personalized greeting.
• The email body that reminds the recipient of the previous email.
• A call-to-action for the recipient.

Conclusion

Proper formatting is essential for every type of email; it determines whether recipients read and respond to your content. This article has outlined the characteristics and best practices of email formatting. Follow our tips to ensure your emails generate the best responses.

Above all, choose a reliable email service provider (ESP) that delivers your messages to the intended recipients. UniOne is an excellent ESP choice that offers great speed, high deliverability, and affordability for your marketing and transactional email campaigns.