Make your emails stand out from the crowd and increase your open and click-through rates by following these best practices:
Crafting your subject line:
The best email subject lines are short, enticing, and give the reader an idea of the contents of your message.
Take note of the emails you open. Why do you open them? Notice the subject line and which words and phrases catch your eye.
Don't use spammy words. Trying to stand out in the inbox with splashy or cheesy phrases will result in your email being ignored.
Experiment! Look at the details of your last few communications in the action dashboard of Manage Campaign. Which emails had the best open rates and clicks?
Crafting your message body:
The first sentence of your message body will likely appear next to the subject line in an inbox. Use this sentence wisely as it can entice your supporters to open the email.
Every email should have a clear call to action. You want your supporters to do something so be direct and tell them how they can support your campaign (e.g. take an action, invite and share with their friends, write to an elected official).
Include your call to action in the first paragraph and again in your conclusion.
Design the body of your email as a news article. Start with broad details, fleshing out the highlights of your message in the first paragraph, and then go into greater detail until you conclude with the call to action.
Tell a story. Connect the reader to your cause and their role in your campaign. Tell them why they should take the action.
Take the opportunity to thank your supporters with every communication.