{"id":154807,"date":"2021-06-08T16:28:00","date_gmt":"2021-06-08T14:28:00","guid":{"rendered":"https:\/\/spotler.com\/blog\/email-design-can-learn-from-journalistic-framework"},"modified":"2026-01-16T11:56:52","modified_gmt":"2026-01-16T10:56:52","slug":"email-design-can-learn-from-journalistic-framework","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-de\/blog\/email-design-can-learn-from-journalistic-framework","title":{"rendered":"The Inverted Pyramid: Email design skills we can learn from a journalistic framework"},"content":{"rendered":"

People don’t read all the content you’ve stuffed in your transactional emails. Since these emails generally have a single purpose, recipients skip the rest of the content. So, make your emails as clear as possible using the Inverted Pyramid framework. For years, journalists have used this to report news stories. [Surprise!] It works for transactional emails, too.<\/strong><\/p>\n

What’s the Inverted Pyramid?<\/h2>\n

The inverted pyramid framework is designed to filter and organise your email content. Your main message goes first, followed by some extra details, and ends with side info. The inverted pyramid framework looks like this:<\/p>\n

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Using the Inverted Pyramid for email<\/h2>\n

Over time, this filtering technique became the email marketer’s secret weapon for conversions. Place a gigantic header and CTA below to improve conversion, and you’re good!<\/p>\n

For\u00a0transactional emails, however, we take a more conservative approach. Large header images shouldn’t divert your reader’s attention from what the email is actually about.<\/p>\n

As I mentioned, a transactional email aims to inform or fulfil a request. So, the most important part of the email is the action before the email, whether it’s an order confirmation, a password reset request, or a monthly summary.<\/p>\n

The example below shows a typical ‘mistake’ in transactional email copy:<\/p>\n

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Here, the order information shows only side details about the order, with the purchased items displayed later. Yet the email should focus on the purchased items instead. That’s why we like this Asics example so much:<\/p>\n

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What I love about this email is how it manages expectations. It shows the purchased items and the status of the order is. Plus, the headline adjusts to the expected delivery date. That’s all you need to know when you’ve ordered shoes and socks, right?<\/p>\n

Another order confirmation that stands out for its pyramidal structure is\u00a0this one from Etsy<\/a>.<\/p>\n

Crafting transactional emails the pyramidal way<\/h2>\n

To get started with better transactional email design and copy, ask yourself:<\/p>\n

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  1. Why am I sending this email?<\/li>\n
  2. What is the purpose of this email?<\/li>\n
  3. What else does the receiver of this email need to know or do?<\/li>\n
  4. How will they know it’s from my brand?<\/li>\n<\/ol>\n

    Why the email?<\/h3>\n

    Think of why you’re sending the email in the first place. Overall, transactional emails are sent as a result of:<\/p>\n