Creating engaging email content
Things to consider when you want to create emails that are engaging, usable and accessible.
On this page:Offer value or benefit
You might also be looking for:Plain text email accessibility and usability
An effective email will communicate some sort of value to the recipient in the subject line and in each call to action you are providing. There should be a good reason for all of the content in your email. Just because you need to communicate something doesn’t mean that it is valuable to the reader. You need to let your readers know how your information benefits them.
One of the worst things you can do is deceive your email recipients. Don’t promise something in your subject line that you can’t deliver in the email. It’s important that your subject line is relevant to the content of your email.
Nothing will harm your credibility more than spelling and grammar mistakes in your email subject lines and content. Mistakes like this will make your email appear spam like and could even be flagged as spam.
Short, clear, and conciseSubject lines should tell people what they need to know in as few words as possible. There is no secret code to this because the subject line should be unique to your email. Overloading users with excessive text increases the chances that information will be misinterpreted. How to write shorter copy.
Suggested subject line approaches
These can be effective methods in crafting subject lines. Use your best judgement in making sure they don’t become spammy, or unintentionally turn into a hard sell.
Do you have the latest UW-Madison update?
The ‘How to’ or curiosity
How to install the latest Mac update
How to _____ at UW-Madison
How to protect your computer from (the latest cybersecurity threat)
How to optimize for ____
Just one day left to get the latest Mac update
Read this before you graduate
The best deals of the year happen this Thursday
Introducing the latest Mac update
Announcing the new UW-Madison video chat platform
5 great features in the latest Canvas update
101 reasons to ______
2 brand new features in Office 365, you can use today
Use preview text
Preview text is part of the inbox display and gives you the opportunity to include a few more details beyond the subject line. Use it to promote another aspect of the email that is of benefit to the user. Examples of preview text.
"From Name" sometimes called "From Line"Customize it. Change it from time to time to add interest to your email
Say thank you
Use your manners because it’s polite to say thanks if your user just read your content.
A/B test subject lines
Whenever possible. It will help you craft better subject lines in the long run. For future reference, it’s better to have a system in place before A/B testing.