The perfect email: Like a leprechaun, dragon, or unicorn, everyone’s heard of it, but no one can say exactly what it looks like. We may never create the perfect specimen, but there are industry best practices that can make your emails more successful and drive engagement.

First: What is Engagement?

Engagement – it might be the most-used term in marketing. It’s what we’re trying to do: drive engagement. But to accomplish what? This is the question that needs to be answered when designing emails as part of an overall campaign. If you’re sending webinar invitations, offering a whitepaper download, or simply want to tell your customers about a product or service, you need the recipient of that email to understand what you want them to do – and to do it!

Email engagement is a measurement of two activities: opens and clicks. Both are important and should be…

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