Your SlideShare is downloading. ×
Writing Effective Emails
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Writing Effective Emails


Published on

Published in: Technology, Education

  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Writing Effective Emails Better Practices and NBTS Guidelines for Maximum Impact
  • 2. Why? Life is fast- paced. As number of emails and other “distractions” (Facebook, Twitter, FourSquare, text messages, etc.) increase… …attention span decreases
  • 3. Our Job as Email Marketers Goal •  To make each email as relevant and interesting as possible to the recipient. Outcomes •  Constituents pleased they are receiving information they requested. •  Higher open, click-through, action rates. •  NBTS is not regarded as a spammer.
  • 4. A Note About Recipients •  One of the most important decisions you can make in preparing a blast email is who the recipients will be. •  Sending to people truly interested in the content you are providing is more important than any other best practice in this presentation. •  Increased open, click-through, action rates. Decreased unsubscribe rates. •  Keeps people interested, less email list churn.
  • 5. Email “Consumption” Stages Open Sender Subject Preview Above Entire Name Line Pane The Fold Email Click-Through/Action
  • 6. Sender Name •  The From Line is the first thing people read, and is an important factor in whether or not the email is opened. •  Helps build recognition and trust. •  As little as 20 characters will display in the From line. •  Example –  Harriet Patterson, National Brain Tumor Society –  National Brain Tumor Society
  • 7. Sender Name - Guidelines •  For consistency, emails should be from “National Brain Tumor Society” or the event name. •  Individual names and titles can be included in the closing salutation. •  From email addresses should also stay consistent. Suddenly changing the from address can land you in spam. •  For the first in a series of emails, ask the recipient to add the address to their address book to ensure delivery to the inbox.
  • 8. Subject Line •  Be specific, not misleading. •  Provide a sense of urgency. •  Speak to their needs and interests. •  Put the most important information first. •  These are general guidelines - Test! Test! Test! What types of subject result in the greatest click-through or action rate?
  • 9. Subject Line - Guidelines •  Do not repeat “From” name in subject line. •  Do not use all caps or exclamation points. •  Because of differing character limits in email clients, 40-50 characters is recommended, and 60 characters is the limit. •  First word capitalization only.
  • 10. Preview Pane •  More than 70% of email users report utilizing the preview pane. •  The preview pane will show the top 2 – 4 inches of the message, often with images blocked. •  Put the most important content, the value proposition, or the action item in the first few lines of the email. •  The first few lines should draw the person in and encourage them to continue skimming in the preview pane or to open the message.
  • 11. Above the Fold •  Similar to preview pane concepts. •  Email readers tend to focus on content closest to the top, or sometimes the entire first screen of text. •  Again, make sure the most important content and links are near the top of the email.
  • 12. Writing for Email •  Speak conversational, not corporate. •  Short sentences. •  Get to the point. •  No flowery language needed. •  Paragraphs should be no longer than five lines.
  • 13. Email Skimming •  Only 19% of emails are actually read, the rest are skimmed. •  Put the most important content in components of the emails that can be easily skimmed. •  Headlines get the most attention followed by bulleted or numbered lists.
  • 14. Calls to Action •  One call to action •  Bring the horse to water – Tell them what they should do, why they should do it, and how to take the next step. •  Use colorful buttons and multiple links. •  Make the email shareable – Tell-A-Friend tool, IS/Comm to look into other tools.
  • 15. Other Better Practices •  Length – most content above the fold, do not make readers scroll down more than once. –  Anything that needs lots of description or text should live on your website, not in the email. •  Timing – studies have shown that Tuesday at 11 AM best sending time, followed by Wednesday at 11 AM. •  First in email series - Ask users to add your email address to their address book (to avoid spam folder).
  • 16. NBTS Guidelines •  Links –  Do not say “click here” –  Set links to open in new window –  Include link title –  Make sure they work when testing email •  Text version –  End of line/delete –  Remove http:// except for Tell-A-Friend, Unsubscribe or view on web links
  • 17. NBTS Guidelines •  Use Dear First Name/Friend for non- newsletter emails. •  If an email is going to only ONE time zone, the ideal time to send is between 11 AM and 1 PM in that time zone. •  If an email is going to multiple time zones, it should be sent between 12 PM and 3 PM ET.
  • 18. NBTS Style Guide •  Dates: June 25 not June 25th •  Times: 5 PM, 5 – 7 PM, or 8:00 AM – 9:00 PM •  Serial commas: apples, oranges, and bananas •  Use “the” before NBTS only in the middle of a sentence. •  Acronyms •  One space only between sentences •  “website” not “Web site”
  • 19. Email Proofing and Coding •  Emails should be submitted to Comm (Anne and Lisa) three days or more prior to send date – again not on a Friday. •  Email will then be coded by IS –  Why does an email need to be coded?
  • 20. Questions?