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