Email Content
Toolkit

Your resource for optimizing your email content

Optimizing Your Content

Audiences today are bombarded with ads and messaging everywhere they look. In order to cut through the noise and keep your members engaged, you must craft quality, personalized, and fresh content. Quality content is informational, entertaining, shareable, unique, personal, relevant and provides a clear value to the recipient. In this toolkit, you will learn how to plan your content strategy, improve your engagement metrics, start leveraging personalization and dynamic content, and design with best practices in mind.

Strategy & Planning

Access our content strategy tools including an email marketing sample calendar and workbooks.

Start Planning

Improving Open Rates

Learn how to increase open rates with a best practices checklist and subject line testing ideas.

Increase Opens

Increasing Engagement

Learn how to increase engagement and clickthrough rates with top content trends of 2020.

Optimize Engagement

Personalization 101

Access your personalization strategy planning workbook and a tutorial on dynamic content.

Start Personalizing

Designing for Email

Learn some pointers on email design, how to be ADA compliant, & header-footer best practices.

Explore Email Design

Frequently Asked Questions

Find answers to the most common questions about content that we hear from associations.

Browse FAQ's

Goal Open Rate

25%

Goal Clickthrough Rate

9.5%

Goal Unsubscribe Rate

<0.08%

Your Email Content Best Practices Checklist

1Build a solid content strategy & send cadence

Evaluate your segmentation strategy & define each persona or segment group. Plan a calendar with a regular send cadence using content buckets that speak to their goals & interests.

2Leverage A/B testing to optimize messaging

A/B test your subject lines, pre-header text, imagery, and messaging to gain an understanding of what resonates with your members. Maintain an A/B Test Summary Report to capture insights.

3Think “mobile first” & use bulletproof HTML

Design with mobile devices in mind, and ensure all code and imagery is responsive. Your HTML should render on all device sizes and all email clients (such as Outlook, Gmail, Yahoo, etc.)

4Incorporate engaging & interactive elements

Make your email content interactive and interesting. Utilize animated gifs, videos, surveys, or real-time content to encourage engagement.

5Create relevant, personalized content

Personalization is a proven method of increasing your engagement metrics. Evaluate your data fields and build content that incorporates personalized messaging for more relevancy & interest.

6Design for accessibility & ADA compliance

Ensure your association follows ADA compliance for accessibility. Consider smart devices and screen readers when coding your emails and favor live text, legible fonts, and clear visuals.

7Track engagement & pull data-driven insights

Monitor your reporting metrics to understand the topics and messaging tactics that your members engage with most. Use this data to inform and enhance your content strategy.