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Email Best Practices

As humans, we are visual creatures with short attention spans. Furthermore, most of us receive an overwhelming amount of emails. It is key to keep emails succinct, visual and quickly answer the question, “what’s in it for me?”


The following guide will help you create great emails:

Create a Solid Subject Line

  • Find and communicate the benefit
  • Keep subject lines descriptive and short
  • Include name of the organization if applicable (i.e. ‘BYU Alumni’, ‘BYU Management Society’, etc.)


Incorporate Captivating Imagery

  • Photos and videos of past events engage
  • Great headshots of speakers are key

Warning: Don’t send image-only emails as many users choose a text-only experience


Keep Copy Short and Sweet

  • Pay off the promise made in the subject line – show the benefit to the reader
  • Be succinct and avoid long blocks of copy


One Call to Action

  • Except for in newsletters, keep it to one (possibly two) CTAs
  • Make CTAs clear and immediate (i.e. ‘Register Now’)


Timing and Frequency

  • Best send days are Wednesdays and Thursdays; Tuesdays are mediocre
  • Space email sends apart by at least one week when possible