Anatomy of an email. What we see within the inbox. First we see the sender profile, which here is the Ohio State University Alumni Association. Then we see the subject line, your Ohio State Alumni Magazine, December, 2022. And then we see the pre-header, from pizza to propelling communities forward. Here's definitions and purposes for the details shown above. Sender profile. The from email address and name. The name is visible to the recipient in the inbox and should be a reputable source that the recipient would recognize. A reply email is also part of the sender profile. Subject line. A single line of text that recipients see when they preview your email. The amount of text displayed will depend on the recipient setting and size of device. The subject line should be concise, under 55 characters, and action the recipient to open the email. Pre-header is a brief text, which may be longer than the subject line that gives additional context to the body of the email. It should strategically compliment the subject line and incentivize opens and clicks. Keep the pre-header concise. Front load important words. Anatomy of an email. Here on the left we see an example of a basic email template. The branded modular template system is provided for all email marketing needs. This example is of a basic template, but not all templates have this layout. The Office of Marketing and Communications provides these components, modules, and templates to present a unified Ohio State to internal and external audiences. You can see much more at our brand website. For this example, the sections of an email template, the header, which must be included in all emails for branding consistency. It is included in all Ohio State provided templates and modular blocks. Next is the college or unit name, which must be included in all emails in scarlet color, which is #ba0c2f. Next for this example shows a heading which is large and bolded text to group like content together, and a hero image. Hero images visually capture an audience. There will be more on the next slide. Anatomy of an email continued. On the left, we see further down our example email template. And here are more sections of this email template explained. Dynamic content is text that will be personalized when an email is sent. This is achieved through scripted coding and should have special characters around the dynamic attribute name. This is AMPscript, such as %%Name, followed by two more percentage signs. Dynamic content must be tested before sending to an audience. As there is right here in Salesforce, there is usually an interface to change content details without requiring coding skills. The CTA, or call to action, is a button or prompt calling the reader to perform an action by clicking the link. Linked content is similar to the CTA, but with linked information included directly within the body copy. The footer at the bottom is required and contains the logo, college or unit name, copyright date, mailing address, and social icons with a light gray background, which is #eff1f2. If email content is commercial or marketing in nature, an opt-out link must be included for canned spam regulations. Anatomy of an email. Here are examples of templates missing some key brand details. First, this header example is missing brand elements. It's missing the college or unit name. The header font is not the proper template font. And there's too much space before the body copy starts. Here to the right now is an example of a header with correct brand details. Next, let's look at a footer. This footer is missing certain brand elements. The social media icons are not on brand and should have the college or unit name as a label. This is missing the mailing address as well as the osu.edu web address. And the copyright date should be by college or unit name. This is an example of a footer with corrected brand details.