Email Best Practices for Campaigns

Email is one of your most powerful tools. These best practices, drawn from successful campaigns, will help you write emails that get opened, read, and acted upon.

Follow these proven practices to maximize your email impact

Who should read this

• Campaign managers planning email strategy

• Communications staff writing emails

• Anyone sending campaign emails

Subject Lines

The subject line determines whether your email gets opened.

Do's

• Keep it short - 40-50 characters max

• Create urgency - "Tonight at midnight" works

• Be specific - Numbers and details catch attention

• Personalize - Use {first_name} when appropriate

• Test variations - A/B test different approaches

Don'ts

• ALL CAPS - Looks like spam

• Multiple exclamation points!!! - Unprofessional

• Misleading content - Erodes trust

• Same subject repeatedly - Gets ignored

Email Content

Structure

• Lead with the ask - Don't bury it

• Keep it scannable - Short paragraphs, bullets

• One CTA - Don't confuse with multiple asks

• Mobile-first - Most opens are on phones

Tone

• Write like a person - Not a press release

• Be authentic - Match your candidate's voice

• Show urgency but not panic - Balance is key

• Thank supporters - Gratitude builds loyalty

Length

• Fundraising: 150-300 words

• News/updates: 200-400 words

• Long-form/stories: 500-800 words (rare)

The P.S.

Add a P.S. to reinforce your main ask. It's one of the most-read parts of any email.

Sending Strategy

Frequency

• Maintenance mode: 1-2 emails/week

• Active period: 3-4 emails/week

• Final push: 1-2 emails/day (last week only)

Timing

• Best days: Tuesday-Thursday

• Best times: 10am, 2pm, or 8pm

• Test your audience - Your list may differ

Segmentation

• Different messages for donors vs. non-donors

• Vary ask amounts based on giving history

• Localize content when possible

Deliverability

Get to the inbox, not spam:

• Authenticate your domain - SPF, DKIM, DMARC

• Clean your list - Remove bounces and inactive

• Avoid spam triggers - "FREE", excessive caps

• Honor unsubscribes - Immediately

• Maintain good reputation - Don't over-send

List Fatigue

Over-emailing is the #1 cause of unsubscribes. Respect your audience's inbox.

Testing

Always test before sending:

• Send to yourself first

• Check on mobile device

• Verify all links work

• Review personalization

• A/B test subject lines (on 10-20% of list)

A/B test subject lines to find what resonates with your audience

Next Steps

• How to Send an Email Campaign

• How to Create Email Templates

• Viewing Outreach Analytics