Get Opened, Clicked, Read & Shared

How to write e-zines and email blasts


That’s the average ROI on email marketing, according to the Direct Marketing Association. And that, says Inc., is a better return than for any other marketing channel.

But that return is an opportunity — not a promise. And taking advantage of that opportunity isn’t easy. Email has some built-in problems that make it easy to annoy, rather than convert, subscribers:

  • American professionals receive an average of 121 emails a day. (Radicati)
  • Of those, an average of 276 emails remain unread in inboxes at any given time. That’s a 300% increase in unread emails in just four years. (Nielsen Norman Group)
  • If they do open your message, people spend an average of just 11.1 seconds on each email they review. (Litmus) That’s enough time to read about 37 words.
  • People read some 54% of emails on mobile devices. (Litmus) That’s an issue, because mobile reading reduces everything from comprehension to clicks.

In this environment, how do get the word out via email? In this workshop, you will learn how to:

  • Get opened. Learn best practices for the three email elements that users use to decide whether to open your message — or delete it without clicking.
  • Get read. Avoid the No. 1 reason readers unsubscribe. (Lyris)
  • Get clicked. Walk away with 7 steps for writing links that increase clicks.
  • Get shared. Email remains the No. 1 sharing channel. (Chadwick, Martin, Bailey) Learn to write messages that go viral.

PRSA members: Earn 4 APR maintenance points!

Save $100 when you register by Aug. 1.

Get Opened, Clicked, Read & Shared - Ann Wylie's email-writing workshop on Nov. 7-8, 2018 in Washington D.C.

Washington D.C. | Nov. 7-8, 2018

Save $100 when you register by Aug. 1.


“Great step-by-step instructions on how to do it right.”
— Stacy Mayo, assistant account executive, Rhea + Kaiser

Coming Soon!

Don’t miss out. This is the only email-writing workshop we have scheduled for 2018.

Save $100 when you register by Aug. 1.


“LOVED the recipes for different kinds of articles and focusing on the reader.”
– Megan Bultman, lead philanthropy consultant, Allstate
“This is my first workshop, but have been to two of your other presentations. I love how much you are so ‘into’ this stuff. Your excitement is contagious! I’ve learned solid tips for changing up how we do things, and really appreciate that. Thanks!”
– Sharon Loudon, editor/digital content specialist, Bryan Medical Center
“I love how interactive it was and that we went through real-life examples of others’ work.”
– Elyssa Bernstein, communications specialist, Commonwealth Partnerships
“Wonderful! Loved the focus on data. This is the first class I’ve taken in which I’m likely to review my notes.”
– Caroline Kipp, senior community relations specialist, Town of Castle Rock
“A wealth of knowledge presented in a relatable way. The information about how people read and process information (or don’t!) will help me make the case to leaders and communicators who are reluctant to change.”
– Wendy Sauvageot, communications lead, internal communications, Department of Defense
More participant comments
“This was the best writing workshop I’ve ever taken. It was packed with best practices backed up by research.”
– Liz Carmack, senior communications specialist, Texas Association of Counties
“Awesome! I was feeling burnt-out when I arrived. Thanks for reviving me!”
– Dora McAlpin, senior editor, Department of Defense
“I found the research shared extremely valuable because it helps me to make my case at work for shorter online copy. The templates are also very useful because they’ll save me time and help me to keep my content focused and structured.”
– Gordana Goudie, communications officer, Georgia Tech Professional Education
“I love it! There was so much knowledge packed into two days. I can’t wait to take my learnings back to my company.”
– Dan Kimball, social media manager, re:group, inc.
“This workshop was great! I feel like I’m equipped with better tools to be an effective writer on all my projects moving forward.”
– Courtney Frappier, senior account executive, RED PR
“Revolutionised the way my communications team and I approach writing for online consumption.”
— Nikki Van Dusen, manager, internet communications, Alberta Public Affairs Bureau
“Between Ann’s casual yet energetic style and the mind-blowing, data-backed info, this workshop rocks all the way.”
– Wendy Perkins, content specialist, San Diego Zoo Global
“This workshop is especially effective for those of us who have been writing for a long time. Ann brings in the new research and new trends to keep us on our toes and to keep our writing strong and fresh.”
– Jean Kempe-Ware, owner, Kempe-Ware Public Relations
“Excellent way to spend two days immersed in the latest techniques, research and tools.”
– Scott Charlston, manager, external communications, Verizon

Ready to get the word out on the web with social media writing?


Ann WylieAnn Wylie runs a training, editing and consulting firm called Wylie Communications. She works with communicators who want to reach more readers and with organizations that want to get the word out.

Her workshops take her from Hollywood to Helsinki. There, she helps clients at organizations like NASA, Nike and Nokia polish their skills and find new inspiration for their work.

Ann has earned more than 60 awards, including two IABC Gold Quills, for her communications. She is the author of more than a dozen learning tools that help people improve their communication skills, including, a toolbox for writers.

Learn more about Ann

Location & accommodations

“Makes me want to go back and revise everything I’ve done in the past three years.”
— Blythe Campbell, director, communications and marketing, NANA Development Corp.


The American Institute of Architects

1735 New York Avenue, NW,
Washington, DC 20006

Directions, Maps and parking information

Meet me in D.C.

John F. Kennedy once called Washington, D.C., “a city of Northern charm and Southern efficiency.”

If Kennedy was right, a lot’s changed since then. D.C. is one of my favorite destinations: Easy enough to navigate that even I can get around (Northern efficiency). And it offers deep wells of Southern charm.

Best of all, the city is packed with spectacular art, theater and music — much of it free. Which is great, because you’ll want to conserve your budget for dinner.

The Cherry Orchard D.C.

The Cherry Orchard D.C. will be dressed in its best for our fall Get Opened, Clicked, Read & Shared Class. Image via Boston Public Library

Why not make a long weekend of it?

I, for one, will wind down from our Master Class by immersing myself in five centuries of news history at the Newseum; hitting the Bill Viola show at the Portrait Gallery; eating whatever Jose Andres sets before me at China Chilcano; and celebrating Will’s 400th at the Folger Shakespeare Library.

Maybe we’ll run into each other!


Daily schedule

8:15 a.m. Registration
9 a.m. Workshop begins
Noon Lunch
1 p.m. Workshop resumes
4 p.m. Workshop ends


Your ticket includes morning coffee and tea, lunch and afternoon refreshments.


“Absolutely the best money I’ve ever spent. I learned more about writing for my audience from Ann in one day than I have in any other seminar.”
— Carie Behounek, marketing communications coordinator, COPIC Companies
Save $100+
Save $300+
Save $700+
Training, lunches, workbook
$256 worth of learning tools for $100
$297 subscription to Rev Up Readership for $100 more
30-minute one-on-one phone consult with Ann ($500 value)


  • Save $100 when you register by Aug. 1.
  • Save $100 if you’re a Rev Up Readership member. (Join Rev Up Readership.)
  • Save $100 each when you bring two or more colleagues. (Big group? If you have 10 or more colleagues who would benefit from training, contact Ann to schedule a customized, in-house writing workshop.)
  • Save $50 each when you bring one colleague.

Payment policy

Your registration is not complete until you have paid in full. If your company requires an invoice, please use either the printable invoice or the email confirmation you will receive. Both will include the details of the workshop, including the dates and the workshop fee.

Payment methods

You may pay by credit card or check.
Amex, Mastercard and VIsa credit cards accepted


Can’t make it?

  • Send a colleague. We’ll miss you! But please feel free to send a friend in your place. No charge for substitutions.
  • Transfer to a different Master Class. Choose one of our upcoming workshops. No charge to transfer.
  • Don’t cancel! But if you must, please cancel via email:
    • By Sept. 7, 2018, to receive a full refund, minus a 20% handling fee.
    • By Oct. 7, 2018, to receive a 75% refund.
    • Sorry, no refunds after Oct. 7, 2018.

Course cancellations

We reserve the right to cancel workshops. If we do, we will apply your registration fee to another workshop or refund your fee. But we will not be responsible for any additional costs you have incurred, such as airfare or travel expenses.


You’ll receive confirmation of your registration by email. Please white-list and to make sure you receive your registration materials. If they don’t arrive within an hour of your registration, please contact us directly.

Don’t miss your chance.

Our Master Classes sell out quickly. If you’re interested in attending, please act now.


Frequently asked questions

May I pay by check or purchase order?

Yes, please contact us at Let us know how many and what type of tickets you need, attendee details and your preferred payment method. We will issue an invoice or purchase order if you need one.

Do you offer any discounts?

We have no doubt that the Master Class will be the best money you invest this year on your professional development. But here are six ways to reduce that investment or boost your return on it:

  • Save $100 when you register by Aug. 1.
  • Save $100 if you’re a Rev Up Readership member. (Join Rev Up Readership.) Save $100 if you’re a PRSA member. (Join PRSA.) Click “Enter promotional code” and enter your promo code.
  • Save $100 each when you bring two or more colleagues. (Big group? If you have 10 or more colleagues who would benefit from training, contact Ann to schedule a customized, in-house writing workshop.)
  • Save $50 each when you bring one colleague.

I booked my ticket without applying the discount code. Or I received the code after booking the ticket. Can I get a refund for the discount?

Sorry, but you need to apply the discount code when you purchase. We are not able to apply discounts after the fact.

I booked my individual ticket, and now I’m bringing colleagues.

Can I still get the group discount? Please email us, and we’ll send you a special discount code your colleagues can apply to get the discount.

Should I bring a laptop?

Yes, please bring one. You’ll need it to edit your work and get feedback from your peers and Ann.

Should I bring my writing sample to the workshop?

Yes, please bring your writing samples to the workshop. You’ll write, rewrite and edit and leave with a totally rewritten piece.

How do I contact you?

Please email us at

May I update my registration information?

Yes. Please go to Eventbrite and update your registration information and dietary information.

Should I bring my printed ticket to the workshop?

Yes, please bring a copy of the ticket to the workshop.

What is the dress code for the workshop

Business casual.

Do you accommodate special dietary preferences?

Please specify your dietary preference when you register.

Can you you accommodate special needs (accessibility, nursing mothers, etc.)?

Yes, we will do everything we can to accommodate your request. Please contact us by email and let us know what you need.

Will you sell my personal information?

No. We never share personal information with other companies.

Do you have any advice on what to tell my boss about why I should attend this writing workshop?

Coming Soon!

Save $100 when you register by Aug. 1.

Register now

Questions?; +1 (503) 954-2289.

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