What is email format?

Email format

Email format is the structure and layout of an email message. It includes every element from the subject line to the signature, organized in a way that makes your message clear, scannable, and professional.

Good formatting isn't decoration. It's the difference between an email that gets read and one that gets skimmed or ignored. When your structure is clean, your message lands.

Why email format matters

Formatting shapes how people experience your message before they read a single word. A wall of text signals "this will take effort." Short paragraphs, clear sections, and purposeful white space signal "this respects your time."

In marketing emails, format directly affects engagement. Subscribers decide within seconds whether to keep reading or move on. A cluttered layout loses them; a clean one guides them toward your call-to-action.

For transactional and professional emails, proper format builds trust. It shows attention to detail and makes you easier to work with.

The six elements of email format

Every well-structured email contains these components:

Subject line. This is your first impression. Keep it specific and under 50 characters so it displays fully on mobile. "Q3 budget review: feedback needed by Friday" beats "Quick question" every time.

Preheader text. The preview snippet that appears after the subject line in most inboxes. Use it to expand on your subject, not repeat it. Think of it as a second headline.

Greeting. Match your salutation to your relationship with the recipient. "Hi Sarah" works for colleagues, while "Dear Ms. Chen" fits formal contexts. When in doubt, mirror how they sign their own emails.

Body content. This is where your message lives. Break it into short paragraphs, each focused on one idea. Use bullet points for lists and bold key details sparingly.

Closing. Summarize next steps or express appreciation. Include a clear call-to-action if you need something from the reader.

Signature. Your name, title, and contact information. Keep it simple: a phone number and LinkedIn profile are usually enough.

How to format marketing emails

Marketing emails follow the same principles but with higher visual stakes. Your subscribers receive dozens of promotional messages daily, so yours needs to stand out and scan easily.

1. Lead with your most important message. Don't bury the value proposition three paragraphs down.
2. Use one primary call-to-action. Multiple competing buttons dilute focus and reduce clicks.
3. Keep paragraphs to two or three sentences maximum. Mobile screens are small.
4. Add visual breathing room. White space isn't wasted space.
5. Test your layout across devices. What looks balanced on desktop may feel cramped on a phone.

ActiveCampaign's email templates give you a starting point with these principles built in, so you can customize without starting from scratch.

Common formatting mistakes to avoid

• Walls of text. Long, unbroken paragraphs exhaust readers. Break them up.
• Too many fonts or colors. Stick to one or two fonts and a consistent color palette. Anything more looks chaotic.
• Buried calls-to-action. If readers have to hunt for what you want them to do, most won't bother.
• Missing preheader text. When you skip this, email clients often pull random text from your message body, which looks sloppy.
• Inconsistent formatting. If your first paragraph uses one style and your second uses another, readers notice. It undermines credibility.

Plain text vs. HTML emails

HTML emails include images, colors, buttons, and custom layouts. They're standard for marketing campaigns and branded communications.

Plain text emails contain only words: no formatting, no images. They feel personal and often perform well for cold outreach because they resemble one-to-one messages.

The right choice depends on context. A welcome sequence might use branded HTML templates, while a sales follow-up might work better as plain text. Many marketers test both to see what resonates with their specific audience.

Mobile formatting considerations

Most emails are opened on phones first, which means your formatting needs to work on a small screen before you worry about desktop.

• Use a single-column layout. Side-by-side content often breaks on mobile.
• Make buttons large enough to tap easily. Tiny links frustrate mobile users.
• Front-load your subject line. Only the first 30-40 characters may display.
• Preview your preheader text on mobile. It often gets cut off earlier than you expect.

FAQs

What's the ideal length for a marketing email?
There's no universal answer, but shorter usually wins. Aim for 50-125 words for promotional emails. Educational content can run longer if the value justifies it.

Should I use images in every email?
Not necessarily. Images can enhance your message, but some email clients block them by default. Make sure your email still makes sense if images don't load.

How do I format an email signature?
Keep it to four lines or fewer: name, title, company, and one contact method. Skip the inspirational quotes and multiple social icons.

Does formatting affect deliverability?
Indirectly, yes. Poorly formatted emails get lower engagement, which signals to inbox providers that your messages aren't wanted. Clean formatting supports better engagement, which in turn supports better deliverability.

Ready to create emails that look as good as they perform? Start your free ActiveCampaign trial and build your first campaign today.