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.
@mckpr
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