By Lydia Clark, Digital Designer
In the fast-paced digital landscape, effective communication is crucial for programs aiming to make an impact. HTML email stands out as a powerful tool in this realm, allowing content that goes beyond the limitations of plain text.
HTML email is a type of email that uses HyperText Markup Language (HTML) to format the content, allowing for the inclusion of images, links, colors, and unique text styles. Unlike plain text emails, HTML emails can be visually appealing, interactive, and engaging, making them ideal for marketing, newsletters, and promotional campaigns.
Political Action Committees (PACs) and trade associations rely heavily on email to engage audiences, advocate for policies, and raise funds. In this article, I will explore the key practices in email marketing to help your organization distribute effective, meaningful communications.
Simple is superior.
Overly complex layouts with dense content could overwhelm the audience and function inconsistently across email readers, reducing the chances of engagement. Emails should focus on a single topic, be no more than a few hundred words, and avoid too many complex text styles. Use only essential images and graphics to avoid long loading times and ensure the email still makes sense even if images are blocked by individuals’ email client settings. A well-refined and curated message has more impact and increases the chances of recipients reading and engaging with the content.
Make it mobile-friendly.
With over half of emails being opened on mobile devices, emails must be designed to be mobile-friendly. Ensure the email content and template is easily readable across screen sizes. Use simple, flexible layouts with prominent buttons and links so the content is easy to engage with across devices. A mobile-optimized email design ensures a better user experience, which can result in higher engagement.
Design for deliverability.
HTML email designs must adhere to standards to prevent being flagged as spam or ignored by the audience. This means short, meaningful subject lines under 40 to 50 characters, without excessive punctuation or capitalization. Preheader text (the blurb under the subject line in an email reader) should be interesting enough to encourage the reader to open the email while staying between 60 and 100 characters. Sender and reply-to names and addresses should accurately reflect the person or organization sending or receiving the email. These details help to set reader expectations and gain their trust.
Craft clear Calls-to-Action (CTAs).
For PACs and trade associations, whether you're asking for donations, inviting members to attend events, or advocating for a cause, a clear and compelling CTA is crucial. Phrases like “Donate Now” or “Take Action” create a sense of urgency. If your email is lengthy, include multiple CTAs, but be careful to avoid overwhelming recipients with too many CTAs by prioritizing essential links and grouping related ones.
Look out for links.
To maximize click-through rates, links in HTML emails should utilize contrasting colors or text styles to differentiate the link from the rest of the text. Link text should be descriptive so the reader can easily identify the link by only skimming the message. Ensuring the desired links are easy to find encourages the recipient to act on the message.
Nondescriptive link text = “Click here for the Annual report.”
Descriptive link text = “Check out the Annual Report!”
Conclusion
By following these best practices, PACs and trade associations can increase engagement and build greater trust with their intended audiences. Effective HTML email communications depend on flexible, thoughtful designs and foolproof CTAs, which all contribute to successful email campaigns that deliver results.
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