Email copy

Subject Line

Use 6-7 or fewer words per subject line

Title case is preferred

Preheader Text

Use 6-7 or fewer words per subject line

Sentence case is acceptable

Headlines

Around 30 to 50 characters with spaces

General notes for copy

Email copy should briefly catch the reader, define the offer and take the reader to a CTA. With promotional copy, readers are looking to decide and act. 

When indicating placement of buttons in the copy, use brackets for clarity. Example: [BUTTON] Let's Get Started

Basic Template #1

  • Headlines
    • 30-50 characters with spaces
  • Paragraph (#1 Spotlight template)
    • Main: 150-200 characters with spaces
    • Sub: 100-150 characters with spaces
  • Final paragraph/call to action
    • 50-100 characters with spaces
  • Buttons
    • 2 words or 28 characters maximum
    • 17 characters per line on button (28 characters will split text on two lines)

Template 1