Making the most of your email marketing

Oct 5, 2017
Making the most of your email marketing

Email is one of the most effective marketing channels for advocacy organizations. At little or no cost, it’s the cheapest, easiest and most effective way to engage with your subscribers – whether that’s patients, their friends and family, carers, sponsors, funders etc. When you can’t rely on people to check your website or see your latest tweet, email is a great way to remind them about the work you’re doing, the latest research or direct them back to your website.

Here we provide some top tips to help you make the most of your email marketing.

  • Make your email subject sharp and snappy. You should treat your email subject like a headline, front-loading it with your keyword or important phrase, and keeping it between six and 10 words long.
  • Choose your words carefully. Did you know more people are likely to open an email with the word ‘help’ in the subject than ‘donate’? You can find out what subject lines work best for you by carrying out some simple testing of your campaigns’ open rates.
  • Make use of the pre-header. Above any of the copy in the email, there should be a pre-header. This will show up in the user’s inbox alongside the email subject. Use this as an opportunity to encourage your audience to open your email. Pre-headers are typically between 85 and 100 characters long.
  • Include an attractive, individual image. People are more likely to engage with material if it includes an attractive image. Place an image that communicates your message at the start of the email, preferably with a maximum width of 600 pixels and a maximum depth of 150 pixels.
  • Use small images to break up the text. Nobody likes looking at a solid body of text. Try adding in small, relevant images at suitable points in your email to break up your copy.
  • Be clear with your message. It might sound simple, but the reason behind your email should be clear as soon as someone opens it. Breaking your content down into small, digestible points will increase the likelihood of your audience actually reading it.
  • Include a call to action. Your audience is more likely to do what you want if you tell them simply what you want them to do. Link to the content you want them to visit with phrases like “Donate”, “Join the cause” and “Add your voice”.

By following the tips above, your organization will have a better chance of capturing your audience’s attention and, most importantly, their engagement.


  1. The Radicati Group. Email Market 2017-2021. Available at: Accessed September 2017.


Making the most of your email marketing

Astellas Patient Advocacy is a function within Corporate Affairs at Astellas that focuses on creating, building and maintaining third-party relationships. We serve as a conduit between Astellas and external stakeholders to help improve patient outcomes, improve access issues and address patients’ unmet needs head on.

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