Email Copywriting

Optimal Length:
├── Mobile: 30-40 characters visible
├── Desktop: 50-60 characters visible
├── Ideal: 6-10 words

Key Elements:
├── Clear benefit or curiosity
├── Personalization when relevant
├── Urgency when authentic
├── No spam triggers

Number + Adjective + Noun + Promise:
"7 simple ways to improve your SEO today"

Question that implies solution:
"Struggling with [problem]?"

Curiosity gap:
"We made a mistake..."

Fear of missing out:
"You're leaving money on the table"

Social proof:
"Why 10,000 marketers read this"

Spam Triggers:
├── ALL CAPS
├── Excessive punctuation!!!
├── "Free" as first word
├── "Act now", "Limited time"
├── Misleading content

Weak Patterns:
├── Generic ("Newsletter #47")
├── Too clever (confusing)
├── Too long (gets cut off)
├── No clear value

Length: 40-130 characters

Good Preheaders:
├── Extend the subject line story
├── Add additional context
├── Include a secondary benefit
├── Create more curiosity

Bad Preheaders:
├── "View in browser"
├── "Add us to contacts"
├── Repeat the subject line
├── Default platform text

Example 1 (E-commerce):
Subject: Your cart misses you
Preheader: Complete your order and get free shipping

Example 2 (B2B):
Subject: The strategy that doubled our leads
Preheader: Here's exactly what we did (with screenshots)

Example 3 (Newsletter):
Subject: This week: AI changes everything
Preheader: Plus: 3 tools we're testing and a big announcement

Email Structure:
1. Hook (1-2 sentences) - Grab attention
2. Context (2-3 sentences) - Set the scene
3. Value (Bullet points) - Main content
4. CTA (1 button) - Clear next step
5. PS (optional) - Secondary message

Formatting:
├── Short paragraphs (1-3 sentences)
├── Bullet points for lists
├── Bold for emphasis
├── White space between sections
├── One idea per paragraph

Do:
├── Write conversationally
├── Use "you" and "your"
├── Keep sentences short
├── Use active voice
├── Be specific, not vague
├── Include social proof

Don't:
├── Use jargon
├── Write walls of text
├── Over-explain
├── Be too formal
├── Bury the point

Beyond [First Name]:
├── Location-specific content
├── Past purchase references
├── Browse history mentions
├── Account-specific data
├── Behavioral triggers

Example:
"Since you loved the [Last Product],
you might also like [Recommendation]."

Text:
├── Start with verb (Get, Shop, Start, Join)
├── 2-5 words maximum
├── Specific about outcome
├── Create urgency when authentic

Design:
├── High contrast color
├── Large enough to tap (44px+ height)
├── Plenty of white space around it
├── Looks like a button

Single CTA (Recommended):
├── Above the fold for simple offers
├── After value explanation for complex offers
├── Repeat at bottom for long emails

Multiple CTAs (Use Carefully):
├── Only if genuinely different paths
├── Prioritize one as primary
├── Don't overwhelm

60%+ of emails opened on mobile

Mobile Requirements:
├── Single column layout
├── Large fonts (16px+ body)
├── Tap-friendly buttons (44px+)
├── Adequate spacing
├── Images that scale
├── Alt text for images

Layout:
├── 600px max width
├── Single column preferred
├── Clear visual hierarchy
├── Consistent branding

Typography:
├── 2 fonts maximum
├── Body: 16-18px
├── Headlines: 22-28px
├── Adequate line height (1.5)

Images:
├── Compress for fast loading
├── Always include alt text
├── Don't rely on images for key info
├── Use real product photos

Text-Heavy (Works for):
├── Newsletters
├── Personal messages
├── B2B communications
├── Founder emails

Image-Rich (Works for):
├── E-commerce promos
├── Product launches
├── Visual brands
├── Lifestyle content

Attention: Hook with subject + first line
Interest: Explain why this matters
Desire: Show benefits and proof
Action: Clear CTA

Example:
[Attention] "Your competitors are using this..."
[Interest] "Last month, we tested a new approach..."
[Desire] "The result? 40% more conversions..."
[Action] "Get the playbook →"

Problem: Identify the pain point
Agitate: Make the pain feel real
Solution: Present your answer

Example:
[Problem] "Tired of writing emails that get ignored?"
[Agitate] "Every day, your competitors reach the inbox
          while your emails sit in spam..."
[Solution] "Our deliverability guide shows exactly
           how to fix it."

Before: Current state (pain)
After: Desired state (pleasure)
Bridge: How to get there

Example:
[Before] "Spending hours on reports..."
[After] "...what if it took 5 minutes?"
[Bridge] "Our dashboard automates everything."

A/B Test Priority:
1. Subject lines (biggest impact)
2. Send time
3. CTA text and design
4. Email length
5. Personalization

Test One Thing at a Time:
├── Run for statistical significance
├── 1,000+ recipients per variation
├── Wait for 24-48 hours
├── Document learnings