Definition
The email body is the primary content section of an email, containing the text, images, buttons, and other elements that make up the message. It sits between the email header (subject line, preheader, from address) and the email footer (unsubscribe link, address, privacy policy).
In HTML email, the body is typically wrapped in a table-based layout with containers, rows, and cells that structure the content. In plain text email, the body is a simple text block.
Structure of an Email Body
| Section | Purpose | Typical Content |
|---|---|---|
| Hero / Header | Visual branding and primary message | Logo, headline, hero image |
| Lead content | Most important value proposition | Main offer, article summary, CTA |
| Supporting content | Secondary value | Additional links, product grid, testimonials |
| Social proof | Credibility builders | Reviews, subscriber counts, case studies |
| Closing | Signature and final CTA | Sign-off, secondary CTA, P.S. |
| Postscript (P.S.) | Final persuasive element | Urgency, last chance, reminder |
HTML vs Plain Text Body
| Format | Advantages | Disadvantages |
|---|---|---|
| HTML body | Visual branding, images, layout, tracking | More complex coding, some clients block images |
| Plain text body | Universal rendering, higher deliverability, personal feel | No branding, no images, limited formatting |
Email Body Best Practices
- Keep the main content above the fold: The most important information should be visible without scrolling. Subject line, hero, and primary CTA should appear within the first 300-400 pixels.
- Use a single-column layout: Single-column designs perform better across all email clients and devices than multi-column layouts.
- Limit body width to 600px: Standard maximum width for email ensures readability across desktop and mobile clients.
- Include alt text for all images: When images are blocked (default in many clients), alt text conveys the message.
- Make the body scannable: Use short paragraphs, descriptive headings, and bullet points. Most subscribers scan, not read.
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Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Accessible CTA (Email)
An accessible CTA is a button or link coded with sufficient colour contrast, visible focus states, descriptive screen-reader text, and a minimum touch target of 44×44 pixels.
Adaptive Design
Adaptive design in email uses predefined layouts that adjust to specific device or client widths, rather than fluidly resizing to every possible screen.
AI Content Detection
AI content detection refers to the growing ability of email clients, spam filters and consumers to identify machine-generated email copy. It matters for deliverability, trust and engagement in an era of mass-produced AI marketing email.
Frequently Asked Questions
The optimal length depends on the email type. Transactional emails should be short (50-150 words). Newsletter emails work at 200-800 words. Promotional emails perform best at 100-300 words. Long-form educational emails can extend to 1,000+ words.
Use web-safe fonts that render reliably across email clients. Georgia or Times New Roman for serif, Arial or Helvetica for sans-serif. Font size of 14-16px for body text is recommended for readability.
Yes, but images should support the content, not replace it. Emails that are entirely images with no text trigger spam filters and provide a poor experience when images are blocked. Aim for 40-60% text to 60-40% images.
The email body is the structural container for the email content. The content is what goes inside the body — the words, images, and CTAs. Think of the body as the canvas and the content as the painting.
Yes. Dynamic content blocks within the email body can display different content based on subscriber data. Personalisation in the body significantly increases engagement rates.