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):

• Day 0: Welcome + quick win

• Day 1: Getting started guide

• Day 3: Key feature spotlight

• Day 5: Success story/case study

• Day 7: Tips & tricks

• Day 10: Check-in + support

• Day 14: Upgrade/upsell (only if appropriate)

Nurture Sequence:

• Value email (no pitch)

• Value email (soft mention)

• Value email (case study)

• Pitch email (offer)

• FAQ/objection handling

• 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