Have you ever stopped to think about how to build the structure of an email? Nowadays it is very common to say: “Send me an e-mail informing”; “the invitation will arrive via email”; “Have you responded to your emails today?”; “check your spam box”.

Although the Internet and digital daily life have developed – and we exchange messages for other tools as well, the centre of professional communication is still e-mail. Thus, it is extremely important that you know the structure of email marketing.

It’s common for everyone to have email, even if they don’t use it that often. After all, to use social networks such as Instagram, Facebook, Twitter and the like, it is necessary to be registered with an email address.

The structure of an email

There are many options for systems and tools that can support our email address, such as Gmail — which is Google’s —, Hotmail and Terra. All have a common structure.

To use the e-mail communication system, the user must have an address like this: nome@provedor.com.br. In this model “com” means the commercial word and “’br” means the country. The “@”, also known as “at”, is indispensable in an email address, since the computer system will not recognize it without this character.

To send an email, it is necessary to inform the recipient in the “to” field and the reason for sending the email in “subject”. There are also optional buttons, such as when you would like to send a normal copy (Cc) or a blind copy (Bcc) to another address. In the first option, the person who receives your e-mail will be able to see the others who also received it, whereas in the second option this will not be possible.

Email is a great electronic substitute for letters. So, something that was needed in this old model and is no longer here, is the date and time information, as this is automatic in the email tool. There is still the option to use various elements such as images, GIFs and attachments, for example.

When you receive the email, the message will arrive in your “inbox” and when you send it, in the “sent” field. There is also the most important folder, drafts and trash. All of these options are extremely useful when it comes to organization.

The possibility of attaching files, videos and photos is widely used, for example, in emails that show interest in job openings, accompanied by CV attachments. This is very interesting, as it shows a major transformation in society itself: before, people were dedicated to going out and delivering resumes. Today, email takes care of that.

What’s in the email?


We’ve already talked a little about this space. Represents the theme, topic, objective that inspires you to send that email. This tool is great as it appears as a summary of what the email you sent is about. If you can’t be so objective, the suggestion is not to exceed the 60-character limit. As every rule has an exception, the key is to have common sense.

This saves the person time, as it will not be necessary to try to find out what it is about. Plus, it’s a way to show the importance of your email to others. The subject can be, for example: “Job vacancy”, “bimester activity” or “test answers”.


Remember that class on grammar elements at school? So it is! Let’s use it now! Vocative is nothing more than the name or the way you will call the person receiving your email, for example: “Dear teacher” or “sir”. A tip: always remember to use the comma after the vocative, this is an essential grammatical rule and demonstrates credibility in your message!

Text Body

This field is where everything will be developed. This is exactly where the subject you put there at the beginning of your email structure will be explained. There are thousands of subjects, as we’ve already said, like an email to show interest in a job opening or sending a résumé.

It can also be asking for some information or sending a file to someone. Whatever it is, the system’s tools never cease to amaze us. In order for your text to be more clear, inside the text box there are several options for fonts and sizes, Arial and Times New Roman are the more traditional ones, normally used in size 12.

“I hereby affirm my interest in the marketing position offered by the company HeroSpark. To do so, I send my résumé attached to the e-mail for analysis.
Thank you for your attention and I look forward to hearing from you! 

Images, GIFs and Attachments

GIF is an image format that can compress multiple scenes and thereby display motion. It is the acronym for Graphics Interchange Format (in Portuguese, format for graphics interchange). Its use can make your emails more dynamic, creative and pleasant for the reader. In other words, they should be used mainly in more informal matters or as a Digital Marketing strategy to attract attention and encourage a conversion into sales.

If you don’t want to use GIF, but want to add something visual to your message, which can add a lot of value to your content with a pertinent design, attach photos, graphics, and other drawings. If you prefer, you can even upload audio, video or document files to complement your text or confirm your subject, chosen at the beginning.

Farewell and Signature

A good way to end the text of your email is with a goodbye expression such as “See you” or something more formal such as “Sincerely”. Right after, the signature with your name.

Email Types

As already stated, the email tool can be used for various functions and purposes. But, in the Digital Marketing environment, the model that has a lot of space is email marketing, every email that a company uses to talk to its customers and employees. This type of massage is widely used in shooting that is, sending to many people at the same time. There are several ramifications of email Marketing:

  • Newsletter;
  • Promotional email;
  • Seasonal email;
  • Welcome message;
  • Email to inactive customers;
  • Invitations to events, contests and more.

Mobile x desktop version

Today, most people access their email inboxes on their cell phones. Therefore, the focus should be on building responsive emails. That is, transmit an effective message to whoever is accessing it through the smartphone, without “sacrificing” any pixel when that same message is opened on the desktop.