{"id":25121,"date":"2022-07-08T07:11:41","date_gmt":"2022-07-08T11:11:41","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=25121"},"modified":"2024-01-18T10:51:14","modified_gmt":"2024-01-18T14:51:14","slug":"how-to-structure-an-email","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/07\/how-to-structure-an-email\/","title":{"rendered":"How to structure an email invitation"},"content":{"rendered":"<h2>Sensus goes to the science museum<\/h2>\n<p>When I teach the feature-style story structure, communicators nod. It seems reasonable that readers would prefer concrete, creative stories to a hierarchical blurtation of facts.<\/p>\n<figure id=\"attachment_30087\" aria-describedby=\"caption-attachment-30087\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30087\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-story-example\/how-to-structure-an-email-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-structure-an-email\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Ho, ho, ho&lt;\/strong&gt; Focus on what people will be able to do at your event, not on the event itself. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/abstract-wooden-christmas-tree-on-white-760368811&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by RG-vc&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email.png\" alt=\"How to structure an email\" title=\"How to structure an email\" width=\"450\" height=\"300\" class=\"size-full wp-image-30087 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30087\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-story-example\/how-to-structure-an-email-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-structure-an-email\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Ho, ho, ho&lt;\/strong&gt; Focus on what people will be able to do at your event, not on the event itself. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/abstract-wooden-christmas-tree-on-white-760368811&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by RG-vc&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email.png\" alt=\"How to structure an email\" title=\"How to structure an email\" width=\"450\" height=\"300\" class=\"size-full wp-image-30087\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/07\/how-to-structure-an-email-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30087\" class=\"wp-caption-text\"><strong>Ho, ho, ho<\/strong> Focus on what people will be able to do at your event, not on the event itself. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/abstract-wooden-christmas-tree-on-white-760368811\" rel=\"noopener\" target=\"_blank\"><em>Image by RG-vc<\/em><\/a><\/figcaption><\/figure>\n<p>BUT \u2014 and as Pee-Wee Herman said, there\u2019s always a big but \u2014 they wonder, is the feature-style story structure for everything? Even for writing an email? Even for writing event invites?<\/p>\n<p>Yes, Virginia, the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/\">feature structure<\/a> works for almost everything \u2014 email messages included, event invites include. And here\u2019s proof, thanks to Sarah Herr, employee communications manager at Sensus.<\/p>\n<p>In my <strong><a href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/email-marketing-training\/\">Think Inside the Inbox workshop<\/a><\/strong>, Sarah rewrote her company\u2019s holiday party invitation, transforming it from blah to brilliant, using the feature structure. Here\u2019s how she did it:<\/p>\n<h3>1. Lead<\/h3>\n<p>The job of the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-leads\/\">lead<\/a> is to grab readers\u2019 attention and draw them in. But too often, writers get down to the nuts and bolts in email invitations.<\/p>\n<p>Here\u2019s Sarah\u2019s original just-the-facts-ma\u2019am approach:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Reserve your spot at the Sensus Holiday Party and experience the event in a whole new venue this year!<\/div>\n<p>But the key to a good invitation lead is to make folks want to attend the event. So tell them what they can look forward to in a concrete, creative, provocative feature lead.<\/p>\n<p>Sarah visited my BFF and research assistant, Google, to find out what her colleagues could do at the science museum. Her revision whets my appetite with specific details about the party:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Take a ride thousands of feet below the surface of the Atlantic Ocean, touch a stone that\u2019s traveled through space for millions of years or find out just how much DNA you and Fido have in common.<\/div>\n<p>Remember, you\u2019re covering the topic in the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-an-email\/email-subject-line-best-practices\/\">subject line<\/a>. If you mention the holiday party there, you don\u2019t need to lead with it.<\/p>\n<h3>2. Nut graph<\/h3>\n<p>In the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/nut-graph\/\">nut graph<\/a>, you\u2019ll tell readers where you\u2019re taking them.<\/p>\n<p>Inverted pyramids don\u2019t include nut graphs, so Sarah\u2019s original email invitation skipped this element too. But in her revised piece, Sarah encapsulates the main point in one quick, informal sentence:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Do all this and more at the Sensus Holiday Party!<\/div>\n<h3>3. Background<\/h3>\n<p>The <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/background-section\/\">background section<\/a> gives readers information they need to know before they dive into the body of the story. That might be a definition, bit of context or history lesson.<\/p>\n<p>But background is also known as blah-blah. Don\u2019t let blah-blah get between your readers and your story: Keep this to one short paragraph.<\/p>\n<p>In her first version, Sarah has a quick paragraph of background after the lead:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Based on your feedback, we\u2019ve moved from a country club setting and into the North Carolina Museum of Natural Sciences in downtown Raleigh.<\/div>\n<p>Her revision pares that down a bit:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">We\u2019ve moved from a country club setting and into the North Carolina Museum of Natural Sciences in downtown Raleigh.<\/div>\n<h3>4. Body<\/h3>\n<p>The <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-article-structure\/\">body<\/a> is where you develop the story. In this case of an email invitation, you\u2019ll give a few more details about what people will be able to see, learn or do at the event.<\/p>\n<p>Sarah\u2019s original was already pretty good. She had me at heavy hors d\u2019oeuvres and carving stations!<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">During the event you will have run of the entire new portion of the museum, complete with science displays on three levels. While you mingle, enjoy drinks, live music and heavy hors d\u2019oeuvres and carving stations.<\/div>\n<p>In the revision, she adds a few more details about what attendees will be able to see and do:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">During the event you will have run of all four floors of the new Nature Research Center, complete with interactive science exhibits and dioramas. While you mingle, enjoy drinks, live music and heavy Hors d\u2019oeuvres and carving stations.<\/div>\n<p>If you have a series of three or more activities to showcase, you might use bullet points to make the body a list. The line breaks and extra white space make these activities stand out.<\/p>\n<h3>5. Wrapup<\/h3>\n<p>In the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/how-to-write-a-conclusion-for-a-feature-article\/\">wrapup<\/a>, you\u2019ll draw to a conclusion.<\/p>\n<p>Your call to action goes here. That means the wrapup \u2014 not the lead \u2014 is where you put time, date, place, contact information and the reserve button. Something like:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Join us from 7 p.m. to 10 p.m. on Dec. 17 at the museum. <u>Please reserve your spot by Dec. 10<\/u>.<\/div>\n<h3>6. Kicker<\/h3>\n<p>The job of the kicker is to end with a bang, to leave a lasting impression. Inverted pyramids don\u2019t include kickers, so Sarah\u2019s original doesn\u2019t, either. But in her revision, she ends with a bang in a concrete, creative provocative final paragraph:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Need a last minute Christmas gift? Be sure to enter the prize raffle for a gift from the museum store. The store has bugs encased in candy, fossils and models interesting enough for the scientist in all of us.<\/div>\n<p>Now that sounds like a party!<\/p>\n<p>Congratulations, Sarah, on a great email!<\/p>\n<h3>How to structure an email invitation<\/h3>\n<p><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-writing-structure\/\">The feature structure increases reading, sharing and more<\/a>. (<a href=\"https:\/\/www.wyliecomm.com\/get-a-free-chapter-of-anns-writing-structure-book\/\">Download our free e-book chapter<\/a> on why the feature outperforms the inverted pyramid.)<\/p>\n<p>For that reason, features work for virtually all media, channels, topics and audiences. Choose this structure when you write a formal email, professional email or business email, as well as an email invitation. It\u2019s also a good idea to use a feature approach for social media and other business communications. Next time you find yourself composing an email invitation, double-check this list before sending the email.<\/p>\n<p>Learn more about writing emails:<\/p>\n<ul>\n<li><a href=\"https:\/\/revvingupreadership.com\/2021\/08\/create-a-recognizable-email-from-line\/\" target=\"_blank\" rel=\"noopener\">What email address should you use?<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-an-email\/email-subject-line-best-practices\/\">How can you write a compelling subject line?<\/a><\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-an-email\/\">How else can you make your email programs more effective?<\/a><\/li>\n<\/ul>\n<div id='MMC-Feature' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-83\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Feature-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/feature-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/writing-structure-training-mmc.png\" alt=\"Feature-writing workshop, a mini master class\" title=\"Feature-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/writing-structure-training-mmc.png\" alt=\"Feature-writing workshop, a mini master class\" title=\"Feature-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Draw readers in with the best structure<\/h3>\r\n\t\r\n<p>Writers say, \u201cWe use the inverted pyramid because readers stop reading after the first paragraph.\u201d<\/p>\r\n\t\r\n<p>But in new research, readers say, \u201cWe stop reading after the first paragraph because you use the inverted pyramid.\u201d<\/p>\r\n\t\r\n<p>Learn a structure that\u2019s been proven in the lab to outperform the inverted pyramid at our <a title=\"Feature-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/feature-writing-workshop\/\" target=\"\" 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museum<\/p>\n","protected":false},"author":6,"featured_media":30087,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[298],"tags":[12950,357,263],"class_list":{"0":"post-25121","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-feature-structure","8":"tag-feature-srtucture","9":"tag-lead","10":"tag-nut-graph","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to structure an email invitation<\/title>\n<meta name=\"description\" content=\"Ho, ho, ho: 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