Corey Haines
83150fdc08
Renames: - ab-test-setup → ab-testing - analytics-tracking → analytics - competitor-alternatives → competitors - email-sequence → emails - free-tool-strategy → free-tools - launch-strategy → launch - onboarding-cro → onboarding - paywall-upgrade-cro → paywalls - popup-cro → popups - pricing-strategy → pricing - product-marketing-context → product-marketing - referral-program → referrals - schema-markup → schema - signup-flow-cro → signup - social-content → social Updates all cross-references in skills, references, tools, marketplace.json, README, AGENTS.md, and CONTRIBUTING.md. BREAKING: Users with installed skills will need to reinstall. Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
114 lines
2.3 KiB
Markdown
114 lines
2.3 KiB
Markdown
# Email Copy Guidelines
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## Contents
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- Structure
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- Formatting
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- Tone
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- Length
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- CTA Buttons vs. Links
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- Personalization (merge fields, dynamic content, triggered emails)
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- Segmentation Strategies (by behavior, by stage, by profile)
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- Testing and Optimization (what to test, how to test, metrics to track)
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## Structure
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1. **Hook**: First line grabs attention
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2. **Context**: Why this matters to them
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3. **Value**: The useful content
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4. **CTA**: What to do next
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5. **Sign-off**: Human, warm close
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## Formatting
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- Short paragraphs (1-3 sentences)
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- White space between sections
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- Bullet points for scanability
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- Bold for emphasis (sparingly)
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- Mobile-first (most read on phone)
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## Tone
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- Conversational, not formal
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- First-person (I/we) and second-person (you)
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- Active voice
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- Match your brand but lean friendly
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- Read it out loud—does it sound human?
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## Length
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- Shorter is usually better
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- 50-125 words for transactional
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- 150-300 words for educational
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- 300-500 words for story-driven
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- If it's long, it better be good
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## CTA Buttons vs. Links
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- Buttons: Primary actions, high-visibility
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- Links: Secondary actions, in-text
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- One clear primary CTA per email
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- Button text: Action + outcome
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---
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## Personalization
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### Merge Fields
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- First name (fallback to "there" or "friend")
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- Company name (B2B)
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- Relevant data (usage, plan, etc.)
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### Dynamic Content
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- Based on segment
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- Based on behavior
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- Based on stage
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### Triggered Emails
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- Action-based sends
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- More relevant than time-based
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- Examples: Feature used, milestone hit, inactivity
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---
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## Segmentation Strategies
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### By Behavior
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- Openers vs. non-openers
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- Clickers vs. non-clickers
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- Active vs. inactive
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### By Stage
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- Trial vs. paid
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- New vs. long-term
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- Engaged vs. at-risk
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### By Profile
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- Industry/role (B2B)
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- Use case / goal
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- Company size
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---
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## Testing and Optimization
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### What to Test
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- Subject lines (highest impact)
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- Send times
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- Email length
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- CTA placement and copy
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- Personalization level
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- Sequence timing
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### How to Test
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- A/B test one variable at a time
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- Sufficient sample size
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- Statistical significance
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- Document learnings
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### Metrics to Track
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- Open rate (benchmark: 20-40%)
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- Click rate (benchmark: 2-5%)
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- Unsubscribe rate (keep under 0.5%)
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- Conversion rate (specific to sequence goal)
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- Revenue per email (if applicable)
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