Crafting Your Email Campaigns

In short, the best way to craft a great email is to feature great content. Now that you've checked out our Email Marketing section, it's time to learn more about designing a conversion-boosting email to send to your subscribers.


Great subject lines grab your audience right away. If people are bored by your subject line, the body could have the world’s greatest content but it won’t matter because no one will see it. Here are a few suggestions for writing a killer subject line: 

Keep It Short
You aren’t trying to tell your readers the whole story in the subject. You are simply trying to catch their attention to get them to read the email itself. Famously, the top-performing Obama campaign email had a subject line that consisted of simply “Hey” followed by a first name. Keep in mind, however, that extreme simplicity only works in situations where the recipient knows the sender and wants to hear from them.

Try Asking a Question
This is a way to get reader’s mind churning. By asking a question, you get a reader to think about how you can answer it for them. Commercial real estate firm Sperry Van Ness once asked subscribers “Were we boring you?” in an email designed to elicit feedback. They were welcomed with a huge open rate and apologies from subscribers for not being more involved. The apartment hunting app Zillow similarly asked users, “What can you afford?” In doing so, the company promised to help with a common issue (the rent is too damn high!) while asking a question that their audience likely often asked themselves.

Be a Person
Even if you are writing to a list, you are still a human being writing to other human beings. There is no need to come off as stiff or robotic, especially if you will be available to personally respond (which you should be)! As the social news site Buzzfeed once said in a daily email, “Not cool, guys.” By giving your readers a little tease from time to time, you make an otherwise mass communication feel like a personal one-on-one.

from name and address

This is a good place to include your company or group name. You can immediately establish trust by letting the reader know they are receiving a message from a company they know—without wasting space in the subject line itself. A popular way of doing this is setting a “from” name to read NAME from COMPANY (i.e. Avery from Teespring).

body copy

The bulk of your emails will likely fall into one of two categories: newsletters or promotional. Instead of exclusively sending emails about your upcoming products, keep your followers up-to-date with quality content related to your company site or business developments. Variety is good.

Open With Relevant Information
In addition to the subject line and name, readers will see a preview of your email based on its first few lines. This is yet another opportunity to draw them in and increase the eyes you have on your content and product.

Keep It Short (still)
Capturing the average reader’s attention is a struggle. Get to the point as quickly as possible. Minimize your use of text. Focus on imagery. Does every sentence and word serve a function? If not, kill it!

Single, Prominent Call to Action
Your call to action (or CTA) is the instruction you give to your audience regarding what you want them to do. The CTA should be prominent and clearly marked. If you include images, you should also include a text link in case the reader views his or her email in a browser that does not automatically display images.

Newsletter Content
To gain your subscribers’ trust, write to them with other news and updates about your group—don’t just try to sell them on your product. You don’t want to be marked as spam!


The purpose of your email should be clear from its design. If you are trying to sell merchandise, your product should be visibly apparent to a viewer without them having to scroll down to see it. Just as subject lines and body copy should be concise, email design should be clean. Avoid multiple columns or excessive colors and imagery that may draw attention away from the main focus of the email. See below for an example of a clean and simple email from Teespring.


- Write 25 potential subject lines.
- Write 3 variations of your email.
- Create 2 different designs.
- Mix and match to create the email that you like best.