The most successful layout for a high-performing email is an email with a clear goal and an optimized email for conversations.
When setting a goal, use the 5 whys to narrow down the goal: who, what, when, where, and why.
Who: use segmentation, so you know who you are taking to and where they are in the buyer journey.
What: what is it that you want them to do
When: when is the most relevant time to send the email
Where: where is the read looking at the email? (mostly on mobile devices, 48% on mobile and 41% on iPhone.)
Additionally, for best optimization, we want more opens and clicks.
For better opens, focus on the subject line, the Sender, and the preview text. Remember your “why” have all parts connected to why you’re sending the email in the first place.
For better clicks, don’t make the reader work too hard.
Have short paragraphs, bulleted text, and bold headlines.
Check spelling and have a clear CTA.