Luigi Montanez wrote a great post on TechPresident about the perfect campaign email. He used the recent Hillary Clinton campaign’s Kentucky/Oregon appeal to show exactly what an email should look like.

So some simple rules to live by:

• Choose a clear message and a clear action. If you can’t keep it simple, don’t send the email.
• Limit messages to 5 to 7 paragraphs.
• A clickable rectangular graphic aligned to the right of the opening paragraphs will always get the most clicks.
• Do not embed links in a larger paragraph. Allow them to stand alone with whitespace above and below.
• Use formatting like bold, underline, and italics sparingly, and only to drive the main point.

That’s only a taste of the post. I encourage you to go read the whole article.