Five E-mail Design Recommendations

3. Keep the message brief. Your e-mail message should focus on one or two key points and be less than two screen lengths to minimize scrolling.

4. Drive recipients to your Web site. Rather than taking up space within the e-mail to explain the details of a campaign or program, feature a teaser and then include a trackable link to your Web site where recipients can learn more and take a specific action, whether it be signing up for your advocacy group, making a donation or signing up to participate in an event.