Subject line best practices. Use your subject line to stand out in your audience's inbox. Here's some ideas. You can create a sense of urgency, generate curiosity, include personalization, quantify your topic, address a pain point, or use humor. The tone and message of your email will dictate which subject line strategy to use. Tailor your subject line to what is appropriate. Pre-header best practices. A pre-header supports the subject line and encourages opens and includes unique details or an effective action that is not revealed in the subject line. Here are some examples. The amount of text shown in preview will depend on the device and inbox application. Keep the pre-header between 24 and 82 characters for space optimization. Place the most important information at the beginning of the preheader also called frontloading. Use concise yet descriptive language. Let the pre-header tease to gain the open and the email to tell the story. Content best practices. Email content has six to eight seconds to capture the reader's attention before the email is closed. The content should be direct and easy to read. Here's some ideas based on this text we see here at the right. Short copy length is best. Consider the use of call to action or CTA buttons. Bulleted lists can be used for important details. Consider how images can help engage the reader and how important it is to organize the content for visual engagement. The tone, content, and length of the message will impact clicks and length of read time. Strategy best practices. The below steps prevent email fatigue. Be aware of how many emails your audience receives from Ohio State. Be strategic about send days and times. Be aware of Ohio State email sends overall, which can be found on the University TeamUp Calendar. Send relevant messages using audience segmentation and targeting. Don't send to recipients who don't want to hear from you. And if possible, consider combining messages.