Email is a key tool for reaching voters, but time is tight. Data shows subscribers spend about 9 seconds reading marketing emails – about as long as a NASCAR pit stop. This means campaigns need to make every word count to get their message across and drive action.

Start With The Subject Line

Your subject line and from name are often the only parts of your email that people see. With typical open rates around 30%, most recipients only glimpse these elements. Write clear, direct subject lines that tell readers exactly what to expect. Test different from names to find what works - whether it's the candidate's name or campaign team.

Pick One Clear Action

Don't overwhelm readers with multiple requests. Choose one goal - like donating or signing up for an event - and stick to it. Make your call-to-action clear and direct: "Donate now" works better than "Please consider supporting our campaign." Put this request early in the email where mobile readers will see it first.

Design for Mobile Reading

Most people read emails on phones, so make your layout phone-friendly.

• Use large fonts, short paragraphs, and plenty of space between sections.
• Break up long text into smaller chunks that are easy to scan.
• When adding images, balance them with text to avoid triggering spam filters.

Include Required Information

Don't forget the legal stuff. Add required disclaimers about who paid for the message and any state-specific notices. Include a brief footer section that reminds people about your candidate and campaign. Add helpful details like where to mail donations or how to unsubscribe.

Check the Technical Details

Make your links clear and clickable – no raw URLs. Add description text to all images to help with spam filters and accessibility. Before sending, test your email with a spam checking tool to catch any technical problems that could affect delivery.

Conclusion

Your email needs to drive quick action. By combining an eye-catching subject line, one clear request, clean design, and proper legal notices, you can make the most of those crucial 9 seconds and motivate supporters to take action.

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