Your marketing email format affects deliverability, opens, and replies. In this context, “format” means the email's type, layout, and cadence. Think plain-text cold outreach, HTML promo, editorial newsletter, or an automated onboarding sequence.

Deliverability improves when format choices stay clean. Keep code lean, avoid image-heavy layouts for cold outreach, limit links, authenticate sending, and use a predictable cadence. The copy can shift per lead without changing the underlying format.

Instantly helps you personalize inside any chosen format. You get spintax, {{custom variables}}, and lead-level context so each message reads unique while the format stays the same. So, how do you create an email marketing format that adjusts to your needs? Let’s find out. 

What is the Correct Email Marketing Format?

There are several types of email marketing campaigns. Each has different goals, which your email marketing format should adapt to. Here’s a quick rundown of how that looks:

• Plain-text cold outreach: short opener, value line, single CTA, simple signature.
• HTML promo or launch: hero, headline, three benefits, primary CTA, social proof, footer.
• Editorial newsletter: editor’s note, 3–5 curated items, primary CTA, footer.
• Onboarding: Day 0 - Welcome, Day 2 - Setup, Day 5 - Use Case, Day 10 - Upgrade.
• Transactional: Receipt or shipping details with an optional learn-more module.

With the structure set, campaign performance now depends on what you put inside it. Start with reliable data, scalable automation, and valuable personalization.

To send valuable emails that resonate with prospects, you must have quality B2B lead data, enriched lists, and spintax, especially for cold outreach. When you get all three, you can use templates and email formats with {{custom variables}} at scale and personalize for every lead.

Plain Text VS HTML: Choosing the Right Format for the Goal

There's no genuine debate between plain text VS HTML. The type of email format you use should depend on your campaign goals. Plain-text is the way to go if you’re doing cold emails. But if you’re onboarding, sending a newsletter, or something promotional, then HTML could be better.

For replies and deliverability, use plain text with one clear CTA and at most one link. For branded clicks and product education, use a single-column HTML layout around 600 px wide, live text over image text, alt text, large tap targets, and a precise footer and unsubscribe link.

Using live text over image text is better because email service providers (ESPs) can block images by default. If you embed texts in your image by default, your email copy could be blocked entirely. It also keeps identity and unsubscribe visible and gives better inbox previews.

Setting Cadence and Sequencing Based on Email Format

Format is the container; cadence turns it into a system. Your chosen format defines structure and visuals, while cadence defines sequence, timing, and rules.

Together, they create predictable touchpoints, dynamic pacing, and compounding value. Start with the goal and the time window. Then, pick the format that fits the goal.

A cold sales email cadence has about 4 to 6 touches. Shorten gaps near key moments. Widen gaps when interest is lower. Set quiet hours by timezone.

With Instantly CRM, you can detect positive replies, create custom tags for leads, and filter by status (Meeting booked, completed, or won).

You can automate the process by enabling the “Automatically tag lead status in replies.” Instantly’s AI tag leads as interested when detecting positive replies. 

Best Examples of Marketing Email Formats

Every business needs a marketing email campaign. It’s the best way to connect with prospects and customers. But different campaigns require different email formats.

Here are examples of marketing email formats that most businesses need: 

Plain-text Cold Outreach

If you’re doing cold outreach, plain text is the only ideal format. The goal here is to provide value, get a reply, and eventually, a meeting with a potential prospect. A common format most marketers use comes in the form of: 

• Short opener: Show context in one line.
• Value lines: One problem and one solution.
• Single CTA: One next step, one link at most.
• Simple signature: Name, role, company, site.

Let’s say you’re a local SEO agency looking to connect with local businesses. Using the marketing email format for cold outreach, your copy could look like: 

Hey, {{first name}},

Showing context: We saw {{company name}} on Google Maps and noticed that the website you listed hasn’t been updated in a while. Have you ever thought of giving it a makeover? 

Problem: Outdated websites that don’t match their Google Profile miss out on ranking in the top 3 of the map pack. Those who do get 126% more traffic than those in ranks 4-10. 

Solution: Our strategy focuses on syncing your GBP and site and providing hyperlocal links to signal authority. The system we use got our clients to the top 3 in weeks, not months. 

Single CTA: I’d love to share our strategy with you if you’re interested. You can even decide to implement it yourself. Would you be open to a quick 15-minute call to break it down? 

Best regards, 

{{your name}}

Editorial newsletter

Newsletters are one of the best methods of nurturing subscribers and customers. They’re mainly used for ongoing content and brand building, but pairing them with the correct marketing email format is even more effective.

Here’s a format you can try out:

• Editor’s note: one short hook and payoff.
• 3–5 curated items: clear titles and one value line each.
• Primary CTA: one action for the issue.
• Footer: identity, preferences, and unsubscribe.

Here's an example from Dribble. The entire editorial newsletter had five curated stories, all related to creative design and the technologies to achieve it.

HTML Promo Launch

An HTML promo or launch email is a single-column, branded message announcing products, sales, or limited offers. Teams use it to combine visuals, structured sections, and precise tracking that drives clicks and purchases.

Here’s what the format looks like:

• Hero: Clean image or banner at the top with alt text.
• Headline: One clear promise or offer.
• Three benefits: Three short outcome lines or cards.
• Primary CTA: One main button, near the top and end.
• Proof: One testimonial, rating, or stat.
• Footer: Identity, preferences, address, and unsubscribe.

Here’s an example from Semrush promoting their new line of AI Toolkit features. It immediately gives the CTA at the top, a CTA in the middle, and another at the end. 

One thing to note about their CTAs is that they’re the same one, but each uses different wording. The first was “Try the Semrush AI Tool Kit,” the second was “AI Toolkit,” and the last was “Track Your Visibility.”

Onboarding Sequence

Onboarding emails have the highest open rates. Grab the opportunity to not just welcome a new subscriber or customer but also guide them, introduce key features, and ensure they have all the tools they need to succeed. 

• Welcome: confirm the signup, set expectations, and show one next step.
• Set up: give a short checklist, link to help, and confirm success.
• First win: highlight a quick result the user can achieve today.
• Advanced tips: introduce power features with one clear use case.
• Plan options: explain tiers, when to upgrade, and how to choose.

Here's an example from ARC. Their onboarding message includes the best features you get from their browser, tips, and what users can try out when they get the browser. 

Event or webinar invite

Prospects might hesitate if you send them a cold email. But if you invite them to a webinar that addresses their main issues, they’ll be more likely to say yes. If you’re planning on sending a webinar invite, try out this format:

• Topic hook: One-line theme and payoff.
• Date and time: Clear timezone and duration.
• Speaker proof: Names, roles, and one credential.
• Register CTA: Single button near the top and end.
• Calendar link: Add to Google, Outlook, and iCal.

Here's an example from Brightlocal. In addition to inviting you, they encourage you to submit your GBP for a chance to review it live (adding value). They also include a link to their recent webinar as well so you can see what to expect.

Re-engagement or Win-back Marketing Email

Not every customer or subscriber will stay active and engage with your brand. Once you’ve identified them, add them to a re-engagement or win-back marketing email sequence. The goal is to restart the conversation and recover value.

Here’s what the format looks like:

• Context line: short “we noticed” and why you are writing.
• Value hook: one benefit or change since they left.
• Offer or resource: incentive, feature, or guide.
• Primary CTA: one action to return.
• Fallback choice: manage preferences or keep fewer emails.
• Footer: identity, address, unsubscribe.

Here's an example from Namecheap. Not only do they acknowledge that you’ve been away, but they also encourage you to come back with discounts and promos that can save you up to 43%.

Abandoned cart 

Carts get interrupted by tabs, timing, and tiny distractions. The buying intent was there. You must remove the last bits of friction and guide them back to checkout with a clear, helpful reminder. Bring shoppers back with a focused abandoned cart sequence with the following format:

• Context line: short “you left something in your cart” and why you are writing.
• Item recap: product name, thumbnail, price, and chosen options.
• Scarcity or reminder: limited stock, expiring promo, or price change risk.
• Checkout CTA: one clear button to return to cart and complete purchase.
• Support link: help center, shipping and returns, or live chat.
• Footer: identity, address, unsubscribe.

Here’s an example from Dollar Shave Club. They double down on how great the product is and that you would love it. There’s even a 100% refund if you’re unhappy.

Key Takeaways

Remember, marketing email formats are the container. You still need the right lead data and context to ensure marketing emails resonate with the people you’re sending them to.

To recap, here are the marketing email formats businesses and agencies should be aware of:

• Plain-text cold outreach: Short opener, value line, single CTA, simple signature.
• Editorial newsletter: Editor’s note, 3–5 curated items, primary CTA, footer.
• HTML promo or launch: Hero, headline, three benefits, primary CTA, proof, footer.
• Onboarding sequence: Welcome email, setup, first win, advanced tips, plan options.
• Event or webinar invite: Topic hook, date & time, speaker proof, register CTA, calendar.
• Re-engagement or win-back: We miss you line, value offer, single CTA, preference link.
• Abandoned cart: Item recap, scarcity or reminder, checkout CTA, support link.

Now that you have the marketing email formats down, it’s time to send. If you plan on doing cold sales email outreach, there’s no better tool for personalization and automation than Instantly. Start your free trial today.