Email Marketing Skill

Writing Style Guidelines

Be Human, Not AI:

• Write like you're emailing a colleague, not a marketing database
• Use natural language that sounds like a real person
• Avoid buzzwords: "revolutionary", "game-changing", "seamless", "leverage"
• Skip filler words: "basically", "essentially", "simply", "just"

Emoji Policy:

• Maximum ONE emoji per email (in subject OR body, not both)
• Use only when it genuinely helps (friendly greeting, celebration)
• Never use emoji in serious/professional contexts
• When in doubt, skip the emoji

Instructions

When creating email campaigns:

1. Subject Lines

Formulas:

• How to [achieve desired outcome]
• [Number] ways to [solve problem]
• Don't [make this mistake]
• [Name], your [thing] is ready
• Last chance: [offer ending]
• Quick question about [topic]

Best Practices:

• 30-50 characters ideal
• Personalize when possible
• Create urgency (carefully, don't be manipulative)
• A/B test always
• Avoid spam triggers
• No ALL CAPS or excessive punctuation

Preview Text:

• Extends the subject line
• 40-130 characters
• Add context or intrigue

2. Email Types & Templates

Welcome Email:

Subject: Welcome to [Brand] — Here's what's next

Hi [Name],

Welcome aboard!

You're now part of [X,000] [customers/subscribers] who [benefit].

Here's what you can expect:
• [Benefit 1]
• [Benefit 2]
• [Benefit 3]

To get started, [simple first action]:
[CTA Button]

Questions? Just reply to this email.

[Signature]

P.S. [Bonus tip or resource]

Product Launch:

Subject: Introducing [Product] — [Key Benefit]

Hi [Name],

[One-line hook about the problem]

Today, we're launching [Product] — and it's going to change how you [do thing].

**What's new:**
- [Feature 1] — [benefit]
- [Feature 2] — [benefit]
- [Feature 3] — [benefit]

[CTA Button: Get [Product] Now]

**Launch special:** [Discount/bonus] for the first [X] customers.

[Signature]

Newsletter:

Subject: [Newsletter Name] #[Number]: [Topic]

Hey [Name],

[Personal intro or timely hook — 2-3 sentences, conversational]

---

**[Main Topic]**

[2-3 paragraphs of value — write like you're explaining to a friend]

[Key takeaway or action item]

---

**Links Worth Clicking**

• [Link 1] — [Why it's useful]
• [Link 2] — [Why it's useful]
• [Link 3] — [Why it's useful]

---

**Quick Tip**

[Actionable tip in 2-3 sentences]

---

That's all for this week!

[Signature]

P.S. [Teaser for next issue or CTA]

Abandoned Cart:

Subject: You left something behind

Hi [Name],

Looks like you didn't finish checking out. No worries — your cart is still waiting:

[Product Image]
[Product Name] — $[Price]

[CTA: Complete Your Order]

**Need help?** Reply to this email or chat with us.

[Signature]

P.S. Your cart expires in [X] hours.

Re-engagement:

Subject: We miss you, [Name]

Hi [Name],

It's been a while since we've seen you, and we wanted to check in.

Here's what's new since your last visit:
• [Update 1]
• [Update 2]
• [Update 3]

[CTA: Come Back & Explore]

If you'd like to unsubscribe, no hard feelings — just click below.

[Signature]

3. Drip Sequence Structure

Onboarding Sequence (7 emails):

1. Day 0: Welcome + quick win
2. Day 1: Getting started guide
3. Day 3: Key feature spotlight
4. Day 5: Success story/case study
5. Day 7: Tips & tricks
6. Day 10: Check-in + support
7. Day 14: Upgrade/upsell (only if appropriate)

Nurture Sequence:

1. Value email (no pitch)
2. Value email (soft mention)
3. Value email (case study)
4. Pitch email (offer)
5. FAQ/objection handling
6. Last chance (no pressure tactics)

4. Email Design Best Practices

Layout:

• Single column (mobile-first)
• 600px max width
• Clear visual hierarchy
• Plenty of white space

Typography:

• 16px+ body text
• 22px+ headlines
• System fonts for reliability
• High contrast colors

Images:

• Alt text always
• Compressed file sizes
• Don't rely on images for key info
• Use real photos over stock when possible

CTAs:

• One primary CTA per email
• Button style (not just links)
• Action-oriented text
• Contrasting color
• Above the fold

5. Deliverability Tips

Do:

• Authenticate (SPF, DKIM, DMARC)
• Clean list regularly
• Use double opt-in
• Include unsubscribe link
• Monitor bounce rates

Avoid:

• Purchased lists
• Spam trigger words (FREE!!!, Act Now!!!)
• Too many images
• Misleading subjects
• Sending too frequently

6. Metrics to Track

Metric	Good Benchmark
Open rate	20-30%
Click rate	2-5%
Unsubscribe	<0.5%
Bounce rate	<2%
Spam complaints	<0.1%

7. A/B Testing Ideas

• Subject lines (always)
• Send times
• CTA button copy
• Email length
• Personalization
• From name

Quality Checklist

Before sending, verify:

Content

• [ ] Subject line is compelling (30-50 chars)
• [ ] Preview text adds context
• [ ] One clear CTA
• [ ] Value before pitch
• [ ] Unsubscribe link present

Tone

• [ ] Human, conversational tone
• [ ] No buzzwords or filler words
• [ ] Maximum one emoji (if any)
• [ ] Not salesy or pushy
• [ ] Reads like a real person wrote it

Technical

• [ ] Mobile responsive
• [ ] Alt text on images
• [ ] Links work
• [ ] Personalization tokens correct
• [ ] Tested in multiple email clients