Skill Tracer
Skills › Marketing Skills › emails › copy-guidelines.md

copy-guidelines.md

113 lines · skills/emails/references/copy-guidelines.md at 88c79f6

Open on GitHub
1# Email Copy Guidelines
2

Email Copy Guidelines

Raw lines 1 to 2
3## Contents
4- Structure
5- Formatting
6- Tone
7- Length
8- CTA Buttons vs. Links
9- Personalization (merge fields, dynamic content, triggered emails)
10- Segmentation Strategies (by behavior, by stage, by profile)
11- Testing and Optimization (what to test, how to test, metrics to track)

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)
Raw lines 3 to 12
13## Structure
151. **Hook**: First line grabs attention
162. **Context**: Why this matters to them
173. **Value**: The useful content
184. **CTA**: What to do next
195. **Sign-off**: Human, warm close

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
Raw lines 13 to 20
21## Formatting
23- Short paragraphs (1-3 sentences)
24- White space between sections
25- Bullet points for scanability
26- Bold for emphasis (sparingly)
27- Mobile-first (most read on phone)

Formatting

  • Short paragraphs (1-3 sentences)
  • White space between sections
  • Bullet points for scanability
  • Bold for emphasis (sparingly)
  • Mobile-first (most read on phone)
Raw lines 21 to 28
29## Tone
31- Conversational, not formal
32- First-person (I/we) and second-person (you)
33- Active voice
34- Match your brand but lean friendly
35- Read it out loud—does it sound human?

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?
Raw lines 29 to 36
37## Length
39- Shorter is usually better
40- 50-125 words for transactional
41- 150-300 words for educational
42- 300-500 words for story-driven
43- If it's long, it better be good

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
Raw lines 37 to 44
45## CTA Buttons vs. Links
47- Buttons: Primary actions, high-visibility
48- Links: Secondary actions, in-text
49- One clear primary CTA per email
50- Button text: Action + outcome
52---

CTA Buttons vs. Links

  • Buttons: Primary actions, high-visibility
  • Links: Secondary actions, in-text
  • One clear primary CTA per email
  • Button text: Action + outcome
Raw lines 45 to 53
54## Personalization

Personalization

Raw lines 54 to 55
56### Merge Fields
57- First name (fallback to "there" or "friend")
58- Company name (B2B)
59- Relevant data (usage, plan, etc.)

Merge Fields

  • First name (fallback to "there" or "friend")
  • Company name (B2B)
  • Relevant data (usage, plan, etc.)
Raw lines 56 to 60
61### Dynamic Content
62- Based on segment
63- Based on behavior
64- Based on stage

Dynamic Content

  • Based on segment
  • Based on behavior
  • Based on stage
Raw lines 61 to 65
66### Triggered Emails
67- Action-based sends
68- More relevant than time-based
69- Examples: Feature used, milestone hit, inactivity
71---

Triggered Emails

  • Action-based sends
  • More relevant than time-based
  • Examples: Feature used, milestone hit, inactivity
Raw lines 66 to 72
73## Segmentation Strategies

Segmentation Strategies

Raw lines 73 to 74
75### By Behavior
76- Openers vs. non-openers
77- Clickers vs. non-clickers
78- Active vs. inactive

By Behavior

  • Openers vs. non-openers
  • Clickers vs. non-clickers
  • Active vs. inactive
Raw lines 75 to 79
80### By Stage
81- Trial vs. paid
82- New vs. long-term
83- Engaged vs. at-risk

By Stage

  • Trial vs. paid
  • New vs. long-term
  • Engaged vs. at-risk
Raw lines 80 to 84
85### By Profile
86- Industry/role (B2B)
87- Use case / goal
88- Company size
90---

By Profile

  • Industry/role (B2B)
  • Use case / goal
  • Company size
Raw lines 85 to 91
92## Testing and Optimization

Testing and Optimization

Raw lines 92 to 93
94### What to Test
95- Subject lines (highest impact)
96- Send times
97- Email length
98- CTA placement and copy
99- Personalization level
100- Sequence timing

What to Test

  • Subject lines (highest impact)
  • Send times
  • Email length
  • CTA placement and copy
  • Personalization level
  • Sequence timing
Raw lines 94 to 101
102### How to Test
103- A/B test one variable at a time
104- Sufficient sample size
105- Statistical significance
106- Document learnings

How to Test

  • A/B test one variable at a time
  • Sufficient sample size
  • Statistical significance
  • Document learnings
Raw lines 102 to 107
108### Metrics to Track
109- Open rate (benchmark: 20-40%)
110- Click rate (benchmark: 2-5%)
111- Unsubscribe rate (keep under 0.5%)
112- Conversion rate (specific to sequence goal)
113- Revenue per email (if applicable)

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)
Raw lines 108 to 113