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Online Training: Digital Writing Workshop: Email

On Tuesday December 10, 2019

What you will learn

The Digital Writing Workshop: Email will teach you to become a valuable writer to maximize the results from your organization's email list.

This workshop is intended for those who write emails for a group or organization, whether email newsletters, event invitations, or fundraising appeals. Improving your writing skills is the best investment you can make in dramatically increasing the effectiveness of your organization's digital presence.

You'll learn:
  • writing structures and templates you can put to use right away -- and the underlying principles that make them persuasive;
  • how to use research, an often overlooked skill, to identify and develop compelling stories about your work; and
  • what you can do to improve your writing right away with a hands-on exercise that will help you pinpoint improvements specific to you.

Email List Strategy (6:30pm to 7:15pm Eastern) -- What's so important about your email list? How can you best use it to advance your cause or organization? Before you begin to write, you'll learn:
  • how to set goals for using your email list;
  • a checklist to assess how your current email list is performing; and
  • different types of emails you can send -- and when to do it.
Crafting Great Emails (7:15pm to 8:45pm Eastern) -- Learn how to write a great email for engagement or action, quickly and easily, every time. In a mix of copywriting lessons and tech tips, you'll learn:
  • writing structures and templates you can put to use right away -- and the underlying principles that make them persuasive;
  • how to craft compelling subject lines and calls to action; and
  • three common mistakes that might be holding you back – and how to fix them.
Testing and Analytics (8:45pm to 9:30pm Eastern) -- Every time you send an email to your list you have the opportunity to learn valuable lessons. Understand how to quickly interpret the data so that you can continue improving. You'll learn:
  • what your email reports are showing you -- and how to use that information to make decisions, and
  • how to use simple tools to test the best messages for your list.


Starts Tuesday, December 10

Tue 10:   6:30 PM  - 9:30 PM EST


Leadership Institute
Steven P.J. Wood Building
1101 N Highland St

Arlington, VA 22201 Map




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Abigail Alger

Contact Abigail with your questions.

Your faculty

Abigail Alger

Abigail Alger

Digital Director

Abigail (Abby) Alger is the Director of Digital Training for the Leadership Institute.

Previously she was the Digital Director for Freedom Partners and for the House Republican Conference for Chairwoman Cathy McMorr...

Read full biography

Stephen Rowe

Stephen Rowe

Deputy Director of Digital Training, Leadership Institute

Stephen Rowe is a Deputy Director at Leadership Institute where he trains thousands on digital and political technology across the country every year.

Before joining LI, Stephen was the Editor-in-Chief of Read full biography