# Tips for writing effective content

How to improve open rates and increase involvement from people subscribed to your list.


#### Subject lines
Write engaging subject lines to catch people's attention. This could be by that implying someone's participation is valuable and needed; pitching your event as new and exciting; or tailoring an email to be as local as it can be. e.g. <br>
- Help make our January action a success <br>
- Join us for a meal next Wednesday <br>
- New Heading for Extinction talk - book now <br>
- XR Nottingham on the local news

#### Preview text
This is added in the header of your email and is shown to some of your readers. It provides space for about 10-15 more words that could help tempt someone to open the email. e.g.
- Join us next Tuesday for free cake and conversation in the Cafe on the Green
- Hear all the latest science in this engaging new talk

#### Email body
Sometimes you want to cover a lot of information in an email because there is a lot happening and giving choice to  your readers will help them find the thing that interests them.<br>
BUT... if you have something important that you really want as many people as possible to do, whether this is signing up to a zoom, or attending a meeting or action, then a **single focused email** is far more effective. These are suggestions to help create a focused email:

- Using 150-200 words max
- Only have one link in your email - if you have more, make sure the most important one is first and preferably comes early enough in your email that the person can see it on their phone before scrolling.

#### More resources
- [How to Write a Marketing Email: 10 Tips for Writing Compelling Email Copy](https://blog.hubspot.com/blog/tabid/6307/bid/32606/the-9-must-have-components-of-compelling-email-copy.aspx)