MUST HAVE ELEMENTS: 1. Subject line: A compelling/creative header (the goal is to cut through the email fatigue many consumers already face from getting inundated by email marketers) 2. Email Body: Mix of text and visual elements (the objective is to keep the audience engaged with the email) 3. Email Body: Call to action - (e.g., some sort of an embedded button or an image with an embedded URL, a slogan, etc.)