Before writing any email, consider the desired outcome and who your audience is. Tailor your message to their specific needs, preferences, and interests. Ask yourself:

• What does my audience care about? 
• Should/Can they be segmented into several groups?
• How can I make this email relevant to them?
• What action do I want them to take after reading this?

Personalization can significantly improve the effectiveness of your email. Use the recipient’s name, reference their class year or involvement, and segment your audience by interests or demographics where possible. Check out this article on performing email mail merges and how you can send a large number of emails that are individually personalized.

Your subject line is the first thing recipients see, and it often determines whether your email gets opened. Aim for subject lines that are:

• Short: Keep it under fifty characters to ensure it displays well on mobile devices.
• Clear and Specific: Let the recipient know what the email is about.
• Personalized: If relevant, include the recipient’s name or mention their connection to your organization.
• Intriguing: Create curiosity without being misleading.
• Action-Oriented: Use action verbs to inspire immediate engagement.

Examples of Engaging Subject Lines:

• “An Opportunity to Shape the Outcome of [Project]"
• “John, Join Us for an Exclusive Event!”
• “Top 5 Tips for Staying Connected to MIT”
• “Make a Difference: Newest Volunteer Opportunities”
• "Your Inside Scoop: [Exciting Update or Launch]"
• Secure Your Spot at [Event Name]
• Ready for Something New? [CTA] with [Product/Service Name]"

An engaging email has a clear structure that makes it easy to read and understand:

• Start Strong: Begin with a warm greeting and a personalized opening. For example:
  • “Dear Sarah, as one of our valued alumni volunteers, you play a vital role in [Organization Name].
  • Avoid generic phrases like "Hope this email finds you well.”
• Keep It Focused: Stick to one main message or call-to-action (CTA) per email. Overloading with multiple asks and announcements can dilute your impact.
• Be Conversational: Write as if you are speaking directly to the recipient. Use a friendly and approachable tone while maintaining professionalism.
• Include a Clear CTA: Your CTA should stand out and be actionable. Use buttons or links to make it easy for recipients to take the desired action, such as:
  • “Sign Up for the Event”
  • “Make Your Donation”
  • “Learn More”

Emails should be visually appealing and easy to skim. Consider these tips:

• Avoid long blocks of text; use headings, short paragraphs, and bullet points.
• Highlight key information with bold text or color but be careful not to go overboard making your email too chaotic to look at. Decide on the format before you start (for example, make all the headings bold or bold the action item and due date).
• Include images or graphics sparingly to enhance, not overwhelm, your message, considering that they may not load properly for everyone depending on their device and platform.
• Ensure your email is mobile-friendly.

Maximize the effectiveness of your emails by testing and refining:

• Proofread: Here are some key things to check for in your email when proofreading it.
  • Grammar and spelling.
  • Clarity and tone.
  • Accuracy of dates, names, and details.
  • Functionality of URLs.
• Preview the Email: Send yourself (and others if possible) previews of the email to ensure the format and content are displaying correctly. Check the “From” line to see how the sender is displaying (for example, do you want it to appear as though it is from “Tim the Beaver” vs “tbeaver@mit.edu”). Try replying to the email to assess functionality and what the user will see.
• A/B Testing: Experiment with different subject lines, email designs, or CTAs to see what resonates best.
• Gather Feedback: Ask recipients for input on how you can improve future communications.

• Honor unsubscribe requests promptly and comply with email regulations such as GDPR and CAN-SPAM.
• Develop a reliable schedule for your email campaigns to build anticipation and trust.
• Provide value and always ensure your email offers something of interest or benefit to the reader.