Email is a key communication tool we use to share news and information, drive attendance to events, solicit donations and steward our audiences. Every email message should be concise, blending visuals and copy in an impactful but accessible way and offering recipients a clear call to action. The objective is to engage the recipients and prompt them to decide to take the action proposed in the message, whether that is learning more, donating or signing up for an event.
Email templates are based on modular design principles. Four modules are required; we have also developed a variety of optional modules to accommodate a range of content types. New modules are developed as needed to allow for changing content needs.
The required modules are:
- Preview text
- Minimum of one optional content module
The optional content modules include:
- Section heading block
- Full-width image
- Full-width text block
- Two-column image/text block
- Two-column story block
- Three-column text block (event listing)
- Featured content banner with CTA button
- Social media icon block
Accordion ToggleRequired Modules
Accordion ToggleOptional Modules
Section Heading Block
The section heading block identifies and separates various content types throughout an email newsletter.
Featured Content Banner with CTA Button
The featured content banner with a CTA button is used to highlight special events, promotions, giving opportunities or any other special announcement.
Social Media Icon Block
The social media icon block promotes a division’s social media channels. Individual social media icons can be added or removed as necessary.
The full-width image has a minimum width of 600 pixels. An appropriate alt tag that describes the image should be provided. Calls to action should not be included within the image.
The full-width image is typically used in conjunction with a full-width text block.
Full-Width Text Block
The full-width text block comprises a headline, a teaser snippet and a CTA button. In most cases, the headline and the CTA button are linked to the same URL. It is recommended that an in-text link be placed within the snippet to help increase click rates.
Two-Column Image/Text Block
The two-column image/text block is used to reduce the height of an email newsletter in desktop and tablet views. In mobile environments, the right column drops below the left column, and takes up the same space as a full-width block.
The two-column image/text block comprises a headline, a teaser snippet, a CTA button and a photo. The photo should have a landscape orientation and be large enough that designers may crop as necessary to fit the template.
Two-Column Story Block
The two-column story block is used to reduce the height of an email newsletter in desktop and tablet views. In mobile environments, the right column drops below the left column.
The two-column story block comprises two images, two headlines, two teaser snippets and two CTA buttons. The photos should have a landscape orientation and be large enough that designers may crop as necessary to fit the template.
Three-Column Text Block
The three-column text block is used for event listings. It consists of a date column, a description column and a CTA button column.