Special purpose

Special purpose emails are situational or highly targeted communications. They are not routine, but designed to reach specific audiences at specific times, such as an event invitation or a cross-government announcement.

When to use

• To invite users to attend or participate in an event.
• To share sector-specific updates or alerts.
• To broadcast critical information across agencies.

Design guidance

Focus on what, when, where. Use a two-column layout for event images and details, or single column for broadcasts. Provide calendar links and clear CTAs to reduce friction.