The document provides tips for writing effective emails. It discusses using a basic structure of an attention-grabbing first sentence, a summary paragraph explaining the purpose, and 3-4 paragraphs asking the reader to take action and providing background information. Key recommendations include keeping emails short, crafting compelling subject lines, using a conversational tone, always including a clear call to action, and testing email content and segmentation.

1. How to Write an Email
By-
Poornima Singh Pawar

2. What can email do for you?
Reach people quickly &
cheaply
Activate people to take action
Enhance what you’re doing
everywhere else

3. A few key principles
It’s about everything else you’re
doing
It’s about story telling
It’s about number crunching

4. So how to I write an email?

5. Basic structure of an email
1st sentence: Attention
grabber
Try to keep it to one
sentence. One line if
possible.

6. Basic structure of an email
2nd paragraph:
Summary. Why are you
sending this email?
Avoid too many facts,
figures. That’s what the
rest of the email is for.

7. Basic structure of an email
3rd-4th paragraph: Take
Action.
What do you want
people to do?
What is the theory of
change?

8. Basic structure of an email
Links
Stand-alone (separate
from paragraphs)
Should you hyperlink
text or write out urls? It
depends
Don’t just use picture
links

9. Basic structure of an email
After the link
2-4 more paragraphs
with background info,
quotes, bullets, etc.
Repeat your theory of
change, action, link

10. 10 tips for better emails

11. 1. Keep it short.
People don’t want to read a long essay.

12. 2. Think about your subject line.
Be concise (5-7 words)
Grab attention, but
don’t cry wolf
Be creative
Don’t be too wonky

13. Good Subject Lines
Can I dial you in? (DCCC)
For your eyes only (YES to
Fairer Votes)
I agree with George W.
Bush (Howard Dean)
Missing you (Kiva.org)
We’re 54.7% sure…
(Families USA)
Spill baby spill (Brave New
Films)

14. Bad Subject Lines
The ____ Update
June 2011 Newsletter
Tell your Senators to
vote no on S. 2191
Urgent FEC Deadline
Maryland GOP Calls for
End to New Poll Tex for
Absentee Ballot Voters

15. 3. Keep it conversational.
Snarky is ok. A formal
letter isn’t.
Have voices,
personalities in your
email.

16. 4. Never send an email without
an action…
All you can do is unsubscribe.
Sign a petition
Write a letter
Tell a friend
Watch a video
Follow us on Facebook or
Twitter
Call Congress
Make a donation
Share your story
Give us your feedback
Attend an event

17. 4b …But don’t ask people to do a
million things.
Multiple actions
confuse/overwhelm
Splits the returns of
your actions
Better solution:
Segmentation & Daisy
Chain

18. 5. Ask people what they want.
Find out more
about your list
Solicit new ideas
Make your
members feel
like they’re part
of the team
Surveys are good for you and your list.

19. 6. Treat new supporters differently.
Send an intro message describing your org & what
you’ll be asking them to do.
Don’t ask for money – but don’t wait too long.
Make a good first impression.

20. 7. Keep formatting simple.
Use images sparingly.
Compelling buttons can
help action rates
Most don’t matter
Don’t hold up an email
for an image
Don’t make your whole
email an image

21. 7. Keep formatting simple.
Avoid fancy formatting.
You are not
writing direct
mail
Fancy
formatting
distracts from
links

22. 8. Timing is everything.
Sometimes it’s better to be the
1st than to be the best.
General wisdom:
Tuesday-Thursday late
morning
In reality: Whenever
something urgent
happens

23. 9. Checklist your emails.
One bad mistake can ruin your
email.
Ask someone who didn’t
write it to proofread it
Ask someone to click every
link & take every action

24. 10. Test & Segment Your emails
Tests:
Sender name/format
Subject lines
Time of day
Images (including
headers)
Length
Links
Landing pages
Segments:
Geography
Donation history
Past actions taken
Signup date
Whatever you’ve got