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At this point you might be thinking, “Wait. The title of this book is The Rebel’s Guide to Email Marketing. When do we start breaking the rules, raising all sorts of havoc, and winning?”

Fair question.

We promise we are getting there. However, before we start mixing it up and ruffling some feathers, being on board with the fact that email is not dead is important. Understanding how to grow your email list is also critical so you have someone to read those rule-breaking emails of yours. Finally, you must be clear on the various components (parts) of an email marketing message because we’ll be referencing them often in Part III, “Breaking the Rules.”

In this chapter, we cover the structure of a typical email—from the “top” (Subject line and From name) to the “bottom” (footer)—and we outline the main sections that are included in most email marketing messages.