emails · copy-guidelines

Email Copy Guidelines

Contents

• Structure
• Formatting
• Tone
• Length
• CTA Buttons vs. Links
• Personalization (merge fields, dynamic content, triggered emails)
• Segmentation Strategies (by behavior, by stage, by profile)
• Testing and Optimization (what to test, how to test, metrics to track)

Structure

1. Hook: First line grabs attention
2. Context: Why this matters to them
3. Value: The useful content
4. CTA: What to do next
5. Sign-off: Human, warm close

Formatting

• Short paragraphs (1-3 sentences)
• White space between sections
• Bullet points for scanability
• Bold for emphasis (sparingly)
• Mobile-first (most read on phone)

Tone

• Conversational, not formal
• First-person (I/we) and second-person (you)
• Active voice
• Match your brand but lean friendly
• Read it out loud—does it sound human?

Length

• Shorter is usually better
• 50-125 words for transactional
• 150-300 words for educational
• 300-500 words for story-driven
• If it's long, it better be good

CTA Buttons vs. Links

• Buttons: Primary actions, high-visibility
• Links: Secondary actions, in-text
• One clear primary CTA per email
• Button text: Action + outcome

Personalization

Merge Fields

• First name (fallback to "there" or "friend")
• Company name (B2B)
• Relevant data (usage, plan, etc.)

Dynamic Content

• Based on segment
• Based on behavior
• Based on stage

Triggered Emails

• Action-based sends
• More relevant than time-based
• Examples: Feature used, milestone hit, inactivity

Segmentation Strategies

By Behavior

• Openers vs. non-openers
• Clickers vs. non-clickers
• Active vs. inactive

By Stage

• Trial vs. paid
• New vs. long-term
• Engaged vs. at-risk

By Profile

• Industry/role (B2B)
• Use case / goal
• Company size

Testing and Optimization

What to Test

• Subject lines (highest impact)
• Send times
• Email length
• CTA placement and copy
• Personalization level
• Sequence timing

How to Test

• A/B test one variable at a time
• Sufficient sample size
• Statistical significance
• Document learnings

Metrics to Track

• Open rate (benchmark: 20-40%)
• Click rate (benchmark: 2-5%)
• Unsubscribe rate (keep under 0.5%)
• Conversion rate (specific to sequence goal)
• Revenue per email (if applicable)

Source: https://github.com/coreyhaines31/marketingskills/skills/emails/references/copy-guidelines.md · v2.0.0 · MIT License (c) 2025 Corey Haines.