How should I structure the content of an email?

Email structure should guide readers from hook to action. The standard framework: Header (brand identity, navigation), Hero (main message/offer with primary CTA), Supporting content (details, benefits, social proof), Secondary CTAs (if needed), and Footer (unsubscribe, address, legal).

Key structural principles: Front-load value-the most important content goes first. One primary goal-don't make readers choose between five equal CTAs. Visual hierarchy-headlines, subheads, and whitespace guide the eye. Scannable sections-assume most readers skim.

Structure is invisible when done right. Readers shouldn't notice your framework; they should flow naturally from interest to action. If people get confused, lost, or overwhelmed, your structure failed. Test with fresh eyes-does someone unfamiliar with your brand understand what to do within 5 seconds?

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