Entry Level Course & Certificate
Essentials of Compelling Email
Learn the essential concepts of creating compelling emails to move your audience, create better engagement, and get the change in the world you need.
What you’ll learn:
The Anatomy of an email
Like all good writing, email has its own unique structure for captivating and engaging readers. Sneak peek… the heart bone is connected to the action bone.
Using Emotional Tone for Engagement
You’ll learn the essentials of using positive and negative framing, tapping emotion and the five sense, and more to use engagement for compelling people to action.
Crafting Engaging Subject lines
After this course you’ll have the basics in your tool box to craft more compelling subject lines all the way down to the preview text.
Body Copy and Images
At the essential level once someone has opened your email compelling copy and imagery is core to engagement. You’ll get templates and worksheets to help you work through this as you develop your skills and program.
About the Instructor
Christopher Burley is a Denver-based communications and online mobilization consultant whose current work includes digital organizing in support of Democratic candidates for state and local political races and content development and strategic assistance for progressive nonprofit and labor groups. Chris previously held senior roles with Care2, Women Thrive Worldwide, and Defenders of Wildlife. He was also state digital director in New Mexico for the Obama 2012 campaign.
This is a self-paced 7 lesson course
Module 1: Why Email Matters
Module 2: Essential Elements of Compelling Email
Module 3: Incorporating the Essentials in You Email Body Copy
Finding Your Audience
Module 1: Appeal Goals
Module 2: Theory of Change
Module 3: Audience Interest and Influence
Exercise: Identify the Audience for Your Appeal
Module 1: Emotion’s role in Decision-Making
Module 2: Emotion and the Five Human Senses
Module 3: Positive and Negative Framing
Module 4: Emotion in Subject Lines
Module 5: Emotion in Images
Lesson #4 & 5
Crafting a Subject Line
Module 1: Essential Ingredients to a Subject Line Solution
Module 2: Demonstrating Relevance to the Reader
Module 3: Communicating Urgency
Module 4: Evoking Emotion
Module 5: Conveying a Call to Action
Module 1: Preview Text 101
Module 1: Importance of Engaging Images
Module 2: What Makes an Image Engaging?
Module 3: Example Discussion
Email Body Copy
Module 1: Logical Persuasion
Module 2: Applying Appeal Essentials to Your Email’s Body Copy
Module 3: Tips to Get Started
Module 4: Making Emails Scannable
Module 5: Concise, Compelling Writing for Email
Worksheet: Structuring Your Email
Worksheet: Email Appeal Checklist
The resources & training you’ll get
When you enroll today, you’ll receive instant access to:
- The Essentials of Compelling Email Course
- 7 Course Lessons
- 1 Structuring Your Email Body Worksheet
- 1 Email Body Copy Checklist
- 3 Bonus Resources
- 7 Quizzes (one for each module)
When you complete the course you’ll also receive:
- A printable certificate suitable for framing.
- The ability to list this course on your resume and LinkedIn profile!
This course is great for:
Anyone working for an organization or campaign that needs to write compelling email to drive engagement.
Anyone working on organizational fundraising knowing what creates an actual compelling email will help your fundraising and planning.
Great campaigns engage supporters and make them part of the campaign. This course will help you better write or plan compelling email to drive your campaigns.