Email Layout vs. Email Structure: What’s the Difference?

You may be asking yourself why you should be aware of the differences between email layout and structure. Is writing emails still a popular thing? In the end, communication channels have grown considerably more extensive and advanced. Using video conversations, phone calls, or even an AI avatar, you may interact with your clients. Nevertheless, emails continue to be one of the best means of communication even now. Emails allow you to convey information in a clear, impactful manner that is both customized and succinct. However, you need to understand the main distinctions between email layout and structure if you want to create innovative emails.

Both layout and structure are crucial elements of your email. They decide how your email will be received by a team and their further action on it. It is important to gain understanding of both elements in order to drive better engagement from your recipients. In this blog, we will discuss the important differences between email layout and email structure. Apart from Email Layout vs. Email Structure, the blog also discusses everything you need to know about both the elements in detail.

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What Is Email Layout?

It is basically the organization and arrangement that gives the visual look to your email. To get your layout right, you need to focus on the appearance and aesthetics of your email. Here, it is important to focus on the placement of key design components like images, text, and buttons. Layout is all about how you place these components and present your information.

What is Email Structure?

The email structure also refers to the organization and arrangement of email components. However, the focus is more on the logical sequence and flow of information. Writing a well-structured email means making sure that the message is clear, easy-to-follow, and coherent.

Unlike layout, which focuses on how you present your information, here the impetus is on the information itself. Writing simple and clear language in your emails is key for driving higher engagement and response from your recipients. Moreover, a well-structured email contains all the details your recipient needs to know. There might not even be a need to write a follow-up email if your email structure is good enough.

Email Layout vs. Email Structure: Key Differences You Must Know

Email layout and email structure are two different concepts as explained in the bullet points below:

Email layout refers to the visual representation of the email and the arrangement of all the elements. Email structure, on the other hand, deals with the hierarchy and organization of the content.
In email layout, the emphasis is on the design elements like spacing, columns, and blocks. In email structure, the focus is on the logical flow of the information.
The concept of email layout includes aspects like headers, text blocks, images, and footers. The structure deals with the body content, subject lines, preheaders, CTAs, etc.
A good email layout ensures readability and aesthetics of the email. A right structure makes sure that the information is clear and effective for the recipients.
Senders can choose between single columns, multiple columns, and hybrid layouts. For structure, senders can choose the right introduction, main content, and call-to-action.

What Are the Major Email Layouts?

To understand Email Layout vs. Email Structure further, you need to know major email layouts. In the following points, let us the discuss a few major types of email layouts you must be aware of:

Multiple-column Email Layout:

In this layout, senders divide the email into two columns. It is a useful layout when you have to relay multiple pieces of information in a single email. It gives an option to present a decent amount of information in a small space aesthetically. Companies often use this layout for feature comparisons and product catalogs.

Single-column Email Layout:

It is a simple and most common layout where all content is present in a single vertical column. It is easy to design and proves to be highly responsive across devices. The information is easy to read and optimized for mobile devices. There are no sidebars or other distractions and there is clear hierarchy and order.

Hybrid Email Layout:

Here, you get features of both single and multiple column layout. Senders can utilize full-width sections and multiple-column sections to give a unique look to the email. This enables senders to ensure dynamic and engaging email design that captures reader’s attention instantly.

Zigzag Email Layout:

If you are bored with linear design, then you can utilize zigzag layout to vary your visual flow. Here, senders can alternate content placement from left to right and create a unique zigzag pattern in the email. Here, you can use different types of content like text, images, and CTAs in each section and guide readers through visual checkpoints. It is an effective layout for sending emails to desktop platforms.

What Are the Major Elements of an Email Structure?

The major elements of an email structure are described in the points mentioned below:

Subject Line:

It is an important aspect of writing an email and one of the first things the readers notice when they see an email. It is a brief text that summarizes the intent of the email and appears as a preview of the email in the inbox. Getting the subject line right is absolutely crucial because it determines whether the reader will read your email or ignore it. Recent studies suggest that around 47% of the people decide whether to open an email or not based on the subject line alone.

Preheader Text:

It appears directly below the subject line and serves as a short summary of your email. When you capture reader’s attention with your subject line, preheader text allows you to provide further context and additional information about your email content. It complements the subject line and motivates the reader to read your email. It is a crucial element if you want to improve the effectiveness of your email design.

Copy of Email:

This includes all the written messages in your email like subject line, preheader text, and CTAs. While writing your email copy for marketing, it is important to communicate your message clearly. The language should be persuasive, encouraging readers to take action. You must craft your message in a structured and logical way that guides the readers, retain their interest, and prompt them to take a trackable action. The action can be anything from clicking a link, signing up for newsletters, or making a purchase.

CTA Buttons:

CTAs are an essential part of your email and sort of allows you to measure the effectiveness of your email. CTA buttons are prompts you use typically at the end of an email to encourage readers to reach out to you or take an action. The purpose of the email is to guide the readers toward these CTA buttons. They must be unique and should stand out in your email content.

Email Footers:

At the last, you have email footers that contain elements like company logo, sender’s contact details, social media links, branding elements, legal disclaimer, etc. Email footer helps senders give a professional look to the email and ensures compliance with legal aspects. It also gives readers options to reach out to you in case they want to connect further.

How Email Structure and Email Layout Collectively Ensure Effectiveness of the Email?

Though there are key differences between Email Layout vs. Email Structure, both are crucial for your email. They work together to ensure that the information is effective and relevant for the reader. Let us explore a few points to understand this further:

Your email must be both logical and easy on the eye. Having a right layout and structure helps you ensure that.
You need to find the right layout and structure if you want to present large information in compact space.
In email marketing campaigns, brand consistency plays a crucial role. Thus, both email layout and structure must be cohesive.
Generating response from the email is imperative. If you have the right layout and structure, you can make sure that the email is readable, looks good, and viewable across multiple devices.

Now, you have learnt all about Email Layout vs. Email Structure and how they complement each other. In the last section, let us find out how you can choose the right structure and layout for your email.

How to Choose the Right Email Layout and Structure for Your Email?

It is important to focus on your intent and goals when deciding the structure and layout for your email. Take care of the following points to make the right choice:

Your goal should be clear: You need to ask yourself whether you are writing an email to give instructions, get traffic to your website, make a sale, or improve your subscribers. Your choice would vary depending on whether you are informing your readers about new features or strengthening relationships with them. Once you are clear about your goals, you can proceed further.

Determine Your Readers: The recipients of the email can be anyone ranging from inhouse teams, existing customers, to potential buyers. If you know who your readers are, then you can even personalize your emails to get more effective responses. Depending on your readers, you can find the right layout, structure, and tone of your email.

Find Out What Devices Your Readers Use: Your email should be easily readable both on the desktop and on the mobile phones. This will help you ensure your readers can access your email copy irrespective of whether they are in the workplace or traveling. However, if you are only targeting CEOs of a company, then you need a detailed email to make an impression. In this case, you must find a creative template and structure for desktop devices.

Use Data Analytics: Utilize data related to past interactions with your customers. This will help you figure out how your customers read and consume information. You will also come to know the intricate details that made an impression and redundant information in your email. This will help you make the best choice for your professional email format. You will know what you must include and what you can leave out in your email.

Conclusion

If you want to understand the nuances of email design, you must know how email layout and structure differs from one another. The blog explores Email Layout vs. Email Structure and discusses key aspects of both the components. It also explains key types of email layouts and important sections to consider in an email structure. Moreover, it also offers important details you must know when deciding which email layout and structure you should use. Which email design do you generally use? Let us know in the comments down below!