Email Layout and Structure: The Complete Guide

When you open an email, what grabs your attention first? For most people, it's not long paragraphs of text. We tend to skim through emails quickly to see if they're worth our time. That's why it's essential to make your email visually appealing and easy to read.

Think about it like this: Imagine you're walking through a crowded street with lots of shops. You're more likely to stop and look at a store with a clear, inviting display, right? It's the same with emails. You want yours to stand out and make people want to read it.

So, how do you do that? Well, you need to pay attention to email layout and structure. By creating a clean and organized layout, you'll increase the chances of your email being read and appreciated. And who knows? Your email might lead to a conversion!

Let's explore the dos and don'ts of email layout and structure, along with email design examples, to ensure your emails stand out from the crowd.

What is Email Layout and Structure?

When you're designing an email, it's important to distinguish between layout and structure. The structure refers to the order of content, like where the text, images, and links go. Meanwhile, the layout is about how the email looks overall - whether it's organized in one column or two, for example.

In other words, the structure is like the blueprint of your email, determining where everything goes, while the layout is like the decoration, making it visually appealing. So, when you're crafting your email, consider both the structure for the message flow and the layout for its appearance. You also need to keep in mind the email design trends.

Check out Chamaileon's ultimate guide for creating your brand’s email design system that solves all your email layout problems and gives you a framework anytime you need a new design module.

The handiest guide for Email Design Systems

Elements that make up an email layout

Email layouts involve different elements that contribute to creating professional email templates. Let's take a closer look at some of these features to understand how they work together.

Pre-header

It's the section that comes before the main header and typically features the brand logo, navigation links, or a 'view in browser' link.

Header (Email header)

This is the part of the email that readers see first on their screen without needing to scroll. It's crucial because it compels them to click on the call to action (if it's visible) or to scroll down for more content. It can include greetings, a nice image, a brief brand introduction, etc.

Email body modules (blocks, rows)

Email body modules, often referred to as blocks or rows, are the different sections or components found within the body of an email layout. These modules encompass various elements such as text blocks, images, buttons, dividers, social media icons, product listings, and more.

Each module fulfills a particular purpose and contributes to the overall design and functionality of the email. By structuring content into modular blocks or rows, you can craft visually appealing and mobile-friendly email designs.

Moreover, the modules in an email body can change depending on the type of email. For example, a promotional email might have product images and special offers, while a newsletter could include articles and links to more content. Tailoring these modules to fit the purpose of each email and considering the user experience in email design ensures that the message is clear and engaging for users.

Inner module layouts, like columns

Inner module layouts, like columns in email design, are how content is arranged within each section of an email. They control how elements like text, images, and buttons are positioned side by side. Using columns can help you create visually appealing and structured layouts that optimize space and improve readability for recipients.

Footer

The email footer is located at the bottom of the email and typically includes details such as social media buttons, unsubscribe links, privacy policies, email regulations and laws, and the brand's contact information.

Elements that make up an email structure

Here are the key components of email structure.

Subject line

Crafting an effective subject line is crucial for getting your email noticed and acted upon. Keep it short, clear, and relevant to grab the recipient's attention. Avoid using complex jargon or technical terms.

Preheader text (to compliment the subject line)

Email preheader text is a summary that shows up after the subject line in an email. It gives a sneak peek into what the email is about and might look different on mobile and web email clients.

Email copy/design

In email structure, the "copy" is the written content you see, like the message, information, or promotion. Design refers to how the email looks visually, including images, colors, fonts, and spacing. They both play a role in making the email engaging and easy to understand.

Text-version

The text version is a basic, text-only version of the email content. It's included to make sure everyone can read the email, even if their email setup doesn't support fancy formatting or images.

Header

An email header shows who sent the email and who it's for. It includes details like the sender's name and email address ("From:"), the recipient's name and email address ("To:"), and the date and time when the email was sent ("Date:").

Preheader

An email preheader is a short text you notice after the sender's info and subject line in your inbox. While it might not appear particularly important, it's actually one of the first things people see when they open your emails.

Logo and colors

A well-structured email design helps you build your brand’s identity. When customers see your company’s logo, colors, and fonts, it helps them remember and trust your brand.

Images

Using images in your emails makes it more effective. They help highlight important parts of your message and grab subscribers' attention.

Four common image formats used in emails are JPEG, PNG, GIF, and SVG. Each has its own strengths, so there's no one-size-fits-all answer. You need to consider the features of each and choose the one that best suits your email content.

Text/copy

Text or copy refers to the written content. It's all about the words that convey your message, including any important information, offers, or calls to action.

Call-to-actions (buttons)

Call-to-action buttons or links tell your users what to do next such as "Buy Now" or "Learn More." It's basically a prompt that guides them on what action to take. For instance, in scenarios like sending out an offer letter template, a clear call-to-action such as 'Accept Offer' helps guide the recipient to the next step seamlessly.

Footer

The footer is located at the bottom of your email. It comes after all the main email body content. It could be simple, just including your company's address and a way to unsubscribe, or it might have other stuff like contact information, social media links, or legal info.

Types of Email Layout

Here, we've split up the various layouts used, how they fit with different kinds of emails, and what they aim to achieve in the end.

Single-column email layout (with its types/examples)

Single-column emails are straightforward, with content arranged in a single column, making it easy for readers to follow. These emails typically feature one image or illustration followed by the main content, helping readers understand what's important and what action they need to take next.

Here’s an example of a single-column layout.

Single-column layouts are typically used for welcome emails, newsletters, promotional emails, re-engagement emails, and transactional emails.

Pros

• Single-column layout emails have a clear hierarchy of information.
• They work exceptionally well on mobile phones and desktops.

Cons

• Readers may need to scroll through the entire email to find the information they're looking for.
• Additionally, the appearance of text and buttons can vary depending on the device used to view the email.

Multi-column email layout

The multiple-column template breaks away from the usual single-column email layout by offering support for multiple columns. With this setup, you can arrange content side by side, making it easier to showcase different elements like images, text, or links in a visually appealing way.

Using nested tables, these columns neatly stack into a single column when viewed on mobile devices, ensuring a seamless experience across all screen sizes.

These multiple-column email layouts are versatile and commonly used for newsletters (see email newsletter best practices for better understanding), marketing emails, product announcements, and other purposes where you want to present information in a clear and engaging format.

Check out this example of a multiple-column email.

Pros

• This template is ideal for emails where you want to show options side by side or display multiple pieces of content all at once.

Cons

• On mobile devices, the template doesn't work well because the columns end up stacked on top of each other instead of being displayed side by side.

Hybrid email layout (combines both single-column and multi-column)

The hybrid layout blends a wide single-column header showcasing the main offer or product with multiple blocks underneath, divided into two columns.

Look at this example of a hybrid email layout.

These email layouts can be used for announcement emails, newsletters, promotional emails, and weekly update emails.

Pros

• This layout is ideal for highlighting the main content with a clear call-to-action and then providing more information with several call-to-actions.

Cons

• It might have maximum width restrictions for some elements to ensure it functions well on both desktop and mobile devices.

Inverted pyramid email layout

The inverted pyramid layout helps you structure emails by cutting out distractions. With this approach, your email leads straight to a call-to-action. When readers reach it, they're ready to click, with no other options but to take action.

These email layouts are typically used for promotional emails, lifecycle emails, onboarding emails, and welcome emails.

Pros

• It helps you focus on the call-to-action by minimizing distractions.

Cons

• It's not helpful for emails like newsletters that don't have a clear call-to-action button.

Zig-zag email layout

The zig-zag layout is a dynamic design for emails. It uses angles to make your email visually appealing and easy to navigate, even when you have lots of info and graphics to share. It's ideal for showing off products and adding multiple buttons or text blocks to encourage users to take action.

Here’s an example!

Pros

• It guides your eyes smoothly as you read through the email.
• It breaks the content into easy-to-read sections.

Cons

• It doesn't work well on phones unless the sender makes it a mobile-friendly, responsive design.
• It's not versatile and can't be used for various email types like welcomes or newsletters without adjustments.

Choosing the right email layout for your message

When deciding on an email layout for your campaign, remember to focus on your goals. Whether it's welcoming new customers, sending newsletters, or encouraging sales, ask yourself:

• Do I just want to share information, like new features?
• Am I building relationships with customers?
• Is there a specific action I want subscribers to take?
• Am I aiming to boost sales?

Your answers to these questions will help you choose the right content and layout for your emails.

Now, think about your email subscribers. Imagine the devices they use to open emails, like mobile phones or desktop computers, and make sure your layout works well on both.

Since many people open emails on mobile devices, it's smart to focus on mobile-friendly designs first.

Also, consider what your subscribers are interested in and how they typically consume information. This helps you decide what to include or leave out in your emails, guiding your email design choices.

Conclusion

In conclusion, crafting effective email layouts involves striking a balance between structure and aesthetics to captivate recipients' attention and encourage engagement. By understanding your audience's preferences, designing responsive layouts, and aligning content with campaign objectives, you can optimize the impact of your email communications.

Remember, whether it's a single-column, multi-column, hybrid, or specialized layout like the zigzag or inverted pyramid, the ultimate goal remains the same: to deliver value to your subscribers while driving desired actions.

So, next time you draft an email campaign, consider the layout carefully—it might just be the key to unlocking your success in the inbox. Chamaileon is the ultimate solution to assist you in crafting responsive email layouts for your marketing campaigns.

Explore our responsive email design tips tailored for tech marketers.

Frequently asked questions about email layout and structure

1: How can we create a responsive email layout?

Responsive email design utilizes CSS media queries to adapt fixed elements from desktops into fluid ones for smaller screens. You can use Chamaileon to craft responsive email layouts for your email marketing endeavors.

2: How to make email layouts accessible?

To make email layouts accessible, use descriptive alt text for images, organize content logically, use clear colors, and keep the message simple and easy to understand.

3: What are the common mistakes people make while choosing an email layout?

Common mistakes when choosing email layouts include:

• Cramming too much information.
• Neglecting mobile responsiveness.
• Unclear call-to-action buttons.
• Not considering accessibility needs like font size and color contrast.