Use the templates provided and this guide when developing an e-blast on behalf of the Office of Head Start (OHS). OHS e-blasts are disseminated through the Head Start Information and Communications Center (HSICC).
Planning Your E-blast
Identify Your Audience
Identify your target audience and write with them in mind. E-blasts should be written in plain language and between a sixth and 10th grade level to ensure maximum readability. Use Microsoft Word’s readability tools or free online resources to check the readability of your e-blast.
Determine Your Objective
An e-blast should invite the reader to perform an action. Calls to action may include selecting links to view a resource, registering for an event, answering an inquiry, or participating in an activity. Determine what you want your audience to do, what information and links they need to do it, and the timeframe in which the action should be done.
Gather the Information You Want to Promote
Ensure the following assets are available and accurate. E-blast submissions will not be processed until all links, both registration and promotional, are provided.
- Confirm all the resources (links) you plan to publicize in the e-blast are live.
- Ensure materials, such as serial events, have gone through the proper approval channels.
- Choose up to three ECLKC resources to cross-promote in the Related Resources section of all event, save the date, and resource e-blasts.
- Add any events publicized in your e-blast to your ECLKC workspace calendar.
- To publicize an event that is:
- Online: Include a confirmed date and time, as well as the links and any other information users need to register. Do not publicize an online event before registration information is available, as it leads to confusion.
- In-person: At minimum, include a confirmed date and location. Provide registration information as soon as it is available.
- Many e-blasts include an email address or toll-free number for users to direct questions. Confirm this contact information, if applicable.
- Compile high-resolution images to be included in your e-blast, if applicable (see below for more information).
Writing Your E-blast Copy
Keep e-blast copy concise and consistent. Create a strong call to action to which readers can respond.
Templates for Drafting
Access downloadable e-blast templates from your Smartsheet portal when you are ready to get started. They can also be used to build your own specific template, such as for serial e-blasts and newsletters. Do not copy and paste from previous e-blasts because it leads to formatting and other errors. Word templates are available for various types of e-blast, including:
- Events, in English and Spanish
- Newsletters
- Resource announcements
- Save the Date announcements
Create an Engaging Subject Line
The subject line is one of the most important features of your e-blast. Use it to pique the interest of your audience and inform them of the e-blast's content.
Subject lines should be around 60 characters (including spaces); longer subject lines do not perform as well and may appear truncated.
Write Concise Pre-Header Text
Many email platforms show a preview of e-blast content in the recipient’s inbox. You can create a customized “pre-header,” which summarizes the content or purpose of your e-blast. This should be a short sentence — 50 characters (including spaces) maximum.
Insert Main Titling
Make the most important information easy to find. E-blast titles should match the name of the event or resource promoted. Dates, times, and a direct link to the registration information or resource should be included, if applicable. If a direct link is not available (i.e., promoting multiple resources without a collection page), link to ECLKC homepage.
Write Strong Lead Copy
The first written sentence of your e-blast should be the strongest and most informative. Use subsequent paragraphs, headers, and bulleted lists to further summarize the key points of the message and identify your target audience.
Write Clear Calls to Action
Make the call to action easy to find; include it in the lead and in the wrap-up of your e-blast. Use verbs and phrases like:
- Register today
- Join the webinar
- Watch the video
- Visit the ECLKC
- Learn more about
- Listen to the podcast
Use Section Headings
Readers tend to scan e-blast messages instead of reading them. Make the most important information easy to find using descriptive section headings. Headings should be no more than 60 characters, including spaces. Commonly used headings include:
| Webcast or Webinar | Resource Launch | Newsletter |
|---|---|---|
| Key Topics Target Audience How to Register Related Resources Stay Connected Questions? | About the _____ Key Topics Target Audience Access the _____ Related Resources Stay Connected Questions? | What's New Featured Resources Events and Conferences Stay Connected Contact Us |
Required Sections
The following sections must be included in all event and announcement e-blasts. These requirements are also noted in the templates.
Related Resources
This section is reserved for the cross-promotion of ECLKC resources. Choose up to three.
To highlight a specific resource outside of the ECLKC, consider in-text hyperlinking one or two keywords in the introduction or Key Topics bulleted list. Do this sparingly. Your content will get lost if there are too many in-text links in a sentence or paragraph.
Stay Connected!
This section encourages readers to share the email and subscribe to receive other Head Start news and announcements. It also promotes MyPeers, a virtual learning network to brainstorm, exchange ideas, and share resources with early childhood colleagues. Consider adding a line to promote a specific MyPeers community. Suggested language is included in the e-blast templates.
Identify Yourself
Identify the National Center(s) responsible for the promoted material, as well as any partner organizations and contact information, at the bottom of the e-blast. This information, is often included under the “Questions?” or ”We Want to Hear from You!” section. National Centers are also identified by their e-blast templates. Do not include acknowledgements or grant numbers.
Applying Style and Design Elements
Banners
A banner is an image placed at the top of an email that helps make the message more engaging. It sets the mood for what you're reading and leaves a lasting impression on the person receiving it.
Please reach out to HSICC when designing a new banner to ensure compliance with all OHS standards.
The optimal size for banners is 746x128.
Images
Photos and other graphics can enhance the visual appeal of newsletters and longer e-blasts, but only if they add value or context. Embed images into the Word e-blast draft file to specify location. They must also be attached to the submission as separate files, in the highest resolution you have available.
The email builder platform:
- Scales down large images to 1.5× (the size at which photos are displayed)
- Recommends 600px or higher for best results
- Limits file size to 20MB
Read more about submitting high-quality photos.
Logos
Logos can be a great way to brand e-blasts that are part of an ongoing series, such as serial webinar events. The logo must meet all applicable standards and have been approved by the appropriate federal project officer. The optimal size for logos is 929 x 200 pixels. See an example.
Use of organization or agency logos should be limited to U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF), Office of Head Start, National Center logos, or specified partner logos approved by OHS. Review the guidelines for use of federal logos.
Fonts
The body text for all e-blasts is black and Arial. The title and heading fonts are black and Tahoma. The link color is blue and bold.
Style Elements
Style elements are alterations to the font to emphasize text. Most commonly used style elements are bold and italic text. Do not include underlined text, which can be confused with a link.
Bold text is usually reserved for:
- Titles and related headlines
- Short, important phrases within paragraphs
- Words or phrases that should stand alone
Strategic use of bold font can draw attention to key concepts in a large block of text. However, overuse of bold can also distract the reader from the surrounding copy. HSICC will offer style advice if bold text is overused.
Italics may be used for:
- Book titles
- Scenarios
Quick Tips
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Last Updated: August 30, 2024