Writing for email

Design email content with clarity and purpose, following best practice in content design and editorial style. High-quality, user-friendly content supports accessibility, builds trust and encourages engagement. It also helps people quickly find what they need and take action with confidence.

Write for your audience

Write with your readers in mind. Simple, direct content that speaks to the reader encourages them to read, understand and act.

• Use simple, inclusive language that avoids jargon and formal phrasing.
• Prioritise essential content and remove unnecessary detail.
• Keep user goals in mind — what do they need to know or do?
• Be gender-neutral: use inclusive terms like ‘firefighter’ instead of ‘fireman’.
• Explain any technical terms or acronyms clearly.

Use plain language

Plain English improves comprehension and engagement. It is clear, concise and free of unnecessary jargon.

• Use short, active sentences. Aim for one idea per sentence.
• Try to limit sentences to 25 words or fewer.
• Use familiar words and phrasing.
• Follow Easy Read principles.

Structure for clarity

Well-structured content improves scannability and helps people locate important information quickly.

• Start with the most important information (use inverted pyramid structure).
• Use clear headings, bullet lists and short paragraphs.
• Use bold to emphasise key information — sparingly and consistently.
• Use formatting that supports assistive technologies.

Be consistent

Use a consistent writing style across all email elements to improve readability and build credibility.

• Apply the NSW Government Style Guide for spelling, capitalisation, punctuation, dates and numbers.
• Use a consistent tone and structure across all components – including headers, footers, buttons and calls to action.
• Maintain alignment with web and digital content standards.

Check readability

Check your content before you publish to ensure it's accessible and easy to understand.

• Use readability checking tools to assess sentence complexity and reading age.
• Aim for a reading level aligned with WCAG guidance (lower secondary level).
• Test with users or gather feedback where possible.

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