Writing Effective emails
Craft a Clear, Descriptive Subject Line
Subject lines should be concise and descriptive to set expectations for the reader.
Example: “Fall 2024 Registration Opens Next Week” is specific and direct, helping recipients prioritize the message. 75 characters.
Include Preheader Text for Additional Clarity
Add preheader text that will display for some recipients in their inbox preview. Use it to tease email content and encourage opens. Maximum of 75 characters.
Use the preview text to expand on the subject or highlight important details, giving readers an idea of what’s inside the email.
Logical Structure
Use Heading Tags for Clear Order
Screen readers rely on a logical structure, so use heading tags like H1, H2, and H3 to create a clear reading order. This helps everyone, including users with screen readers, navigate content easily.
Divide content into sections with headings and subheadings for easy scanning. Place critical information at the top and follow with supporting details.
There should only be one H1 per document. This is the name of the overall document.
Avoid All-Caps Text and Underlining for Readability
Avoid all-caps as it’s harder to read and screen readers may interpret it letter by letter, breaking the flow.
Reserve underlining for links only, as underlined text usually indicates clickable content. This practice prevents confusion and enhances consistency.
Use Clear and Actionable Calls to Action (CTAs)
Place clear, actionable CTAs throughout the email, but limit the number to avoid overwhelming readers.
Example: Instead of multiple instructions, use one specific CTA like “Register by October 10” to direct readers clearly.
Consistent Formatting for Ease of Reading
Maintain regular spacing and consistent formatting so users know what to expect. Use bold or italics sparingly and only to emphasize key terms.
Avoid excessive information in a single email; if the content is complex, break it into sections or send multiple emails.
Layout and Plain Language
Use Short Paragraphs and Bullet Points
Break content into short paragraphs with one main idea per paragraph to enhance readability. Limit paragraphs to 2-3 sentences.
Use bullet points or numbered lists to help readers absorb key details and follow instructions.
Whitespace and Brain Breaks for Readability
Use whitespace between sections to reduce visual clutter and avoid dense blocks of text. This creates natural pauses, improving cognitive load and readability, particularly for neurodivergent readers.
Plain Language and Active Voice
Use simple vocabulary and active voice to make emails more engaging and easy to understand.
Active voice means the subject performs the action directly, making sentences more direct and clear.
Example: Instead of “The application needs to be submitted by October 15,” use “Submit your application by October 15.”
Aim for a middle school reading level to ensure all readers can quickly grasp the content.
Step-by-Step Instructions for Clarity
When giving instructions, use a step-by-step format to guide readers through each action.
Example:
- Log in to your student portal.
- Go to ‘Course Registration.’
- Select courses and submit.
Accessibility Considerations
Alt Text for Images
Provide alt text to describe images for those who use screen readers or have images turned off. Keep descriptions brief, focusing on the image’s purpose.
Example: Instead of “Map,” use “Map showing updated parking zones” to give helpful context.
If the image is a link, the alt text should be a description of where that link will take the user.
Descriptive Link Text
Avoid generic “click here” text, as screen readers often navigate by links alone. Make the link text descriptive to clearly indicate the destination.
Example: Use “View the orientation schedule” instead of “Click here.”