Emails

# 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

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## 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

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## 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

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## 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)


# Email Types Reference

A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.

## Contents
- Onboarding Emails (new users series, new customers series, key onboarding step reminder, new user invite)
- Retention Emails (upgrade to paid, upgrade to higher plan, ask for review, offer support proactively, product usage report, NPS survey, referral program)
- Billing Emails (switch to annual, failed payment recovery, cancellation survey, upcoming renewal reminder)
- Usage Emails (daily/weekly/monthly summary, key event or milestone notifications)
- Win-Back Emails (expired trials, cancelled customers)
- Campaign Emails (monthly roundup/newsletter, seasonal promotions, product updates, industry news roundup, pricing update)
- Email Audit Checklist (onboarding, retention, billing, usage, win-back, campaigns)

## Onboarding Emails

### New Users Series
**Trigger**: User signs up (free or trial)
**Goal**: Activate user, drive to aha moment
**Typical sequence**: 5-7 emails over 14 days

- Email 1: Welcome + single next step (immediate)
- Email 2: Quick win / getting started (day 1)
- Email 3: Key feature highlight (day 3)
- Email 4: Success story / social proof (day 5)
- Email 5: Check-in + offer help (day 7)
- Email 6: Advanced tip (day 10)
- Email 7: Upgrade prompt or next milestone (day 14)

**Key metrics**: Activation rate, feature adoption

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### New Customers Series
**Trigger**: User converts to paid
**Goal**: Reinforce purchase decision, drive adoption, reduce early churn
**Typical sequence**: 3-5 emails over 14 days

- Email 1: Thank you + what's next (immediate)
- Email 2: Ge