Design tips and insights for nonprofits and social enterprises.

The key to a successful email is hierarchy. Why? It helps the reader skim, read, and understand the content, makes it more visually appealing, and increases click-through rates. And that’s really want we want, right?

If you’re not sure how to add hierarchy to your email here is a handy list:

3 steps to better emailers

1. Get your content together

  • You content first and foremost, so get your draft together. This may consist of a brain dump and just putting it all on paper, or collecting content from team members. Either way, gather everything you want and need to say in your emailer.
  • Edit, check for grammar, on-brand language, links, etc., etc.

2. Review your template and edit content accordingly

  • Next step is to look at your template and reorganize and edit the content to fit. Start thinking about the headlines, subheads, links, etc.
  • If your copy is missing some of these, add them in.
  • This works both ways. Sometimes your template will have to be tweaked to accommodate your content.

3. Use font size and style to make it interesting

Most people will see the larger, bolder, and colored items first. This is what tells them what they should pay attention to first, second and third. The sizes below are only guidelines. Depending on the font used, color, whether it’s bold or normal, etc., you can maybe go a bit smaller or larger.

  • Stick to 1-2 different fonts.
  • Large headlines should have a font size of 26-36px, depending on its length.
  • Subheads are used to break up large amounts of text, differentiate content and add visual interest. They should have a font size of 20-26px.
  • Body copy should consist of short blurbs of 1-3 sentences and should be 14-16px. Break up long content with subheads and images.
  • Also, mix up the bolds, color, italic to help as needed. But don’t go crazy. Think about how it supports the content and hierarchy.

People have more than enough to read in their inbox, so make sure your emailers get the attention they deserve by making them easy to read and visually appealing.

Got any other ideas on how to make emails better?

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