Next: Leadership lessons from Ron Brooks The anatomy of an email What goes into an email that works for your community bank Header ICBA NewsWatch Today PPP loan forgiveness makes news Politico highlights community bank conundrum YESTERDAY Subject line: In other words, what's it all about? Keep it short, snappy and active. Preheader: Visible only in the reader's inbox, this snippet is another chance to grab their attention. Body Once they open your email, keep their attention with these best practices: 1. Use personalization. Include the person's name in the greeting if possible. Dear Samantha, ICBA continues urging community bankers to call their members of Congress and urge support for legislation to simplify PPP loan forgiveness. The bipartisan Paycheck Protection Small Business Forgiveness Act (H.R. 7777/S. 4117) would provide simplified forgiveness for PPP loans of $150,000 or less. ICBA last week continued its campaign for simplified forgiveness in a written statement for a House subcommittee hearing, noting a Government Accountability Office report that complex PPP forgiveness applications could take up to 15 hours for borrowers to complete and 75 hours for lenders to review. CALL CONGRESS NOW 2. Use pictures judiciously. Too many will result in a cluttered look. 3. Keep writing concise. Cater to short attention spans. 4. Include a call to action. What is the reader's next step? 5. Choose a responsive design. Responsive design is when the email adjusts to the size of the screen the person is reading it on. From: Gain trust by including the name of the organization or person sending the email. Footer Independent Community Bankers of America 1615 L Street NW Suite 900 Washington, DC 20036 United States 866-843-4222 You received this email because you are subscribed to Industry & ICBA News from Independent Community Bankers of America. You may unsubscribe from all future emails or update your email preferences to customize the emails you receive. Contact details: Make it easy for them to get in touch. Include your phone number, website and email at a minimum. Reminder: Reduce confusion by reminding them why they're receiving your email. Unsubscribe/update links: Make this process easy-leave people with a good impression of your brand. independentbanker.org Q 27http://www.independentbanker.org