Email Content Best Practices

Use Chrome for the easiest customization experience. Firefox or Safari work well, too.

Start with a Bloomerang template. Email templates provide a solid foundation for building your emails and Bloomerang templates are professionally designed, with sample copy rooted in donor psychology and fundraising practices.

Set alternate text on all images. Alternate text lets the recipient know what the image contains, even if their email program does not automatically display images. Alternate text is especially helpful for people that use accessibility tools like screen readers.

Leave the Auto width setting on. When a new image is inserted into a template, it is automatically adjusted using this setting. The best size for the image is used based on a combination of image width and available space in the layout.

Use buttons to direct readers to your donation or registration pages. Keep button text clear and concise so readers know exactly what they are clicking.

Use active, descriptive text for links. Don't use the dry "click here." Use the AI content assistant if you need inspiration.

Only link to valuable content. When creating a link, ask yourself “Does this add value and save the reader time?”

Social media buttons are generally a secondary call to action shouldn’t compete with your content. Try inserting them in the header or footer of your template so they don’t distract the reader.

Be selective about which social media buttons you include. Base your selection on the nature of your template content and your audience.

Preview your email prior to sending. Ensure there are no visual issues when previewing the desktop or mobile versions.

Send a test to yourself and several colleagues. Numerous sets of eyes are helpful to check links, spelling, and grammar.

When using merge fields, click through the preview to review several constituents. Note how the fields populate with constituent data to ensure you've inserted the correct options.

Use the AI content assistant to help draft and refine emails.

Gather additional inspiration from these suggestions for your email content.

After changing your email's text, click Readability Test to make sure your email is easy to read and conveys the right message to the user.

Using Segmentation to Boost Engagement in Email Campaigns

Use the AI Content Assistant

Create and Preview Emails

Create and Manage Email Templates