9 Ways to Create a Nice Flow in Emails

Email is still widely used for both business and personal purposes. While a well-thought-out and properly formatted electronic letter can lead you to success, a carelessly-written email can damage your reputation and harm your relationships. You might be surprised, but the email content isn’t always the case. Proper formatting improves the chances of your email being read and acted on, as well as the use of email signature software.

In this article, you will walk through the most important rules that help you create a nice flow in emails.

Rule #1: Always use an email signature

Create email signature and include it with every email you send. The idea behind this is that the recipient will be able to find your contacts easily. Furthermore, you can use email signature banners to promote anything from recent blog posts to upcoming conferences you will be speaking at. Here are some basics you can consider including in your email signature: your name, title, company name, company logo, picture of yourself, website, links to social media profiles, phone number.

It’s highly recommended to take advantage of a dedicated email signature software not to over-complicate your life. You just put in your information, upload a photo/company logo, and the tool creates a nice signature in no time. 

On top of that, email signature generators allow managing multiple email signatures in one location, which is great for companies with multiple employees as they don’t have to bother each employee or an IT department every time they want to install or update the signatures.


Rule #2: Make sure the subject line reflects the body

Whether you are distributing an email campaign at work or sending an informal email to someone, the effectiveness of your effort will largely depend on an email subject line. A good email subject line provides the reader with a clear idea of what the email is all about. If you bother to make yourself clear from the very beginning, recipients will be able to determine your email’s importance even before reading the content.

Rule #3: Add only essential visuals

To keep your email easy to read, limit the number of images in one email. Also, keep in mind that some recipients won’t see your images at all due to their email client settings. That is why it is important to set the alternative text for all images or use a mixture of text and visuals rather than basing your email solely on pictures.

Source: https://www.afteroffers.com/visual-content-marketing/2018-03-23_17-09-32/

Rule #4: Utilize white space

Your email should be easily scannable. So, if you write a quite long email, it is recommended to break it up into shorter paragraphs and utilize white space between logical blocks or calls to action. With shorter sentences and white space, you reduce the likelihood of the recipient giving up and not acting on your email. Speaking of the ideal length of your email, we can’t tell you a standard length. However, keeping your email to no more than one PC screen length is good practice. If it’s going to be a long text that you want to send, then use a “Read More” block that leads recipients to a full version. 

Rule #5: Use simple words

Compose your message using words that the reader can easily understand. However, if you are writing to an expert in your field, complicated words and technical vocabulary are acceptable.

Rule #6: Add calls to action

It doesn’t matter if it’s a professional or a personal email. If you expect some action, your email should have a well-rounded conclusion. As a rule, we utilize the end of the email to insert a call to action to make a request or ask a question.

A call to action (CTA) is a phrase or sentence that encourages the reader to take a specific action. For instance, “View my portfolio,” “Download the guide,” etc. In less formal emails, we usually use questions instead of CTAs. For example, “What is the timing for the conference?”

Rule #7: Highlight important information

If you want to help recipients find the essential information quickly each time they re-open your letter, it is a wise idea to use bolds, Italics, lists, and bullet points.

Keep in mind that excessive use of these elements can have the opposite effect. 

Rule #8: Make your links friendly

If you want to add links to your emails, always make them look attractive. This means they should not be ambiguous and not easy to find. 

Something like “www.yourwebsite.com/uploads/document.pdf” looks weird, and recipients can’t really tell what’s in it. Use more specific words, like “www.yourwebsite.com/uploads/free-meal-plan.pdf.”

Consider using anchor texts for links that make people want to check them out. For instance, provide some interesting facts and follow them with a link to the source.

Rule #9: Keep it on-brand

Try to keep your branding consistent throughout your email. Stick to a few main colors to make your email look professional and organized. Also, make sure that the font and link colors you choose clearly stand out against the background color. The same rules apply to your email signature. Use your corporate colors (but not too many), don’t go crazy with fonts, and keep everything simple and neat. 


A well-formated and engaging email will always get readers’ attention. When working on one, think about what emails you personally choose to read and respond to. Also, follow these simple tips:

  • Use a clear and descriptive subject line;
  • Use only those visuals that support your content (and not too many);
  • Make your text scannable using bullet points, lists, short sentences, and white space;
  • Highlight the most important parts with bolds, Italics, headings, or call to action buttons;
  • Make your links look attractive; 
  • Encourage people to act with a clear call to action; 
  • Keep everything on-brand;
  • Always use a professional email signature.

Try out these nine tips to see what impact they have on your overall results. Once you do so, maybe you can spend less time wondering why people don’t read and act on your emails.


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