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Headlines
Once a subscriber opens an email,
the headline is one of the first things
they see. Typically, a headline is 4-8
words and sums up the theme of
your message. You want to make
sure your headline text is large and
bolded. This way, your subscribers
won’t be able to miss it.
Short and Sweet
The shorter your email is, the
more likely people are to read it.
Paragraphs should be no more than
three or four sentences each and
include a maximum of four
paragraphs.
Bullets and Lists
Lists are brief, clear, and easy to
digest. So when it makes sense to
write your content in bullets or
numbered lists, consider doing so.
Writing for email is different than
other types of writing. Use our best
practices to make sure you get your
message across quickly and
effectively. When you write an
email, keep in mind who you are
trying to reach and their interests.
Subject Lines
Create a subject line that is clear,
catchy and brief. Make sure it
speaks to your specific audience
and tells them what is important
about your message. If you are
sending to an audience who
receives frequent emails, use the
subject line to differentiate your new
message from the last one.
Preheader Text
Preheader text is the snippet of text
that shows up bellow a subject line
in many email servers. Preheader
text typically complements the
subject line and is used to convince
your audience to open the email.
Writing Engaging Content
Grammar and Spelling
Take a minute to check for
spelling or grammar mistakes
before sending.
Read It Aloud
After you have written your
email and checked your work,
take a moment to read it aloud.
Make sure the email is coherent
and fix anything that doesn’t
sound quite right.
Use the Buddy System
Always have a District of
Columbia team member look at
your email draft before you send
it. Make sure any links you've
included are linking correctly. This
will help catch and correct any
errors.
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