The document provides tips for designing high-performing emails, recommending that email creators consider the five W's of who, what, when, where, and why when sending a message. It also advises optimizing envelope fields like the from name, subject line, and preview text to build trust and encourage opens, and using a content hierarchy with headlines, subheads, body copy, calls to action, and graphics to inspire clicks and meet goals. The document concludes by suggesting email designers sketch out their next email to define strategies for the inbox and content.

1. DESIGNING
HIGH-PERFORMING
EMAILS
#MAKEEMAILBETTER#MakeEmailBetter

2. FIVE W’S
Every email should have a purpose and a clearly stated goal.
WHO are you sending to?
WHAT do you want them to do?
WHEN is it appropriate to send the message?
WHERE will the recipient read it?
WHY are you sending this message?
HOW are you going to measure success?
SET YOUR GOALS

3. OPTIMIZE THE ENVELOPE FIELDS
How will you build trust and convince subscribers to open your email?
From name
From address
Reply-to address
Subject line
Preview text
INSPIRE YOUR AUDIENCE TO CLICK
Create a content hierarchy that provides value to subscribers and meets your goals.
Headline(s)
Subhead(s)
Body copy
Call to action
Graphics/images
DEFINE INBOX STRATEGY
DEFINE CONTENT STRATEGY

4. SKETCH YOUR NEXT GREAT EMAIL