The document provides 11 tips for creating effective email marketing campaigns. It recommends including an attention-grabbing subject line, making the sender a person rather than a company name, branding the company, personalizing the email for recipients, clearly explaining the offer, prominently displaying a call-to-action, incorporating images, including links to social media, adding a secondary call-to-action, linking to a privacy policy, and providing an unsubscribe option. Following these tips can help capture recipients' attention and encourage them to engage with the email's content and calls-to-action.

1. Email Marketing:
Elements of Stellar
Emails
Helpful hints for public relations
and marketing professionals

2. 1. Entice readers with an attention-
grabbing subject line
Distinguish your email from spam and capture your target’s attention
Make the purpose of your email clear and concise
Use action words to encourage readers to click on your links

3. 2. Make the sender an actual person
People are more apt to open an email that is from a “Joy Brown” or a
“Ben Harvey” than “Company X”

4. Maintain a consistent brand image, language and tone to
convey professionalism
Create different email templates and do not bog down emails
with too many design elements
3. Brand your company

5. 4. Personalize
 Include the recipient’s first name
 Create lists based on your readers’ interests and tailor messages for
each list

6. 5. Speak to your offer
Explain what your offer is immediately – preferably in the first line
of your message
Clearly illuminate what readers will get from accepting your offer

7. Include data to show that your offer is solving a problem
Position links in prominent locations and make them stand
out
Explain to your reader why they are receiving the email

8. 6. Provide a call-to-action (CTA)
 Ensure your CTA is prominently displayed and visually distinct from
the rest of the email
 Put the link in the top third of the email
 Be concise with the description of the call-to-action and avoid vague
language

9. 7. Incorporate an image
People prefer to see emails with mostly images as opposed to emails
with mostly text, and therefore will be more inclined to respond

10. 8. Include links to your social media
platforms
Drive traffic to your social media platforms with social sharing buttons
Hint: When readers can easily visit your other platforms, they will be more
likely to share your content

11. 9. Add a second call-to-action
 Include a “P.S.” – a secondary call-to-action – at the bottom of the
email
 Make it complement the primary objective while it also serves to
allow readers to delve further into your content

12. Include the link to your privacy policy to reassure readers of safety and
privacy of their personal information
Explain exactly how you will use their information in the policy
10. Include privacy policy link

13. 11. Provide an unsubscribe link
Failure to provide an unsubscribe link violates CAN-SPAM regulations
and can help prevent readers from flagging your message as spam

14. To learn more about McKinney & Associates, visit www.mckpr.com
McKinney & Associates was founded in 1990 with a commitment to
social justice that has prevailed for nearly 25 years. From the
beginning, McKinney has passionately and skillfully practiced public relations
with a conscience for local, national and international organizations.
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