1# Email Copy Guidelines
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)
12 
13## Structure
14 
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
20 
21## Formatting
22 
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)
28 
29## Tone
30 
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?
36 
37## Length
38 
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
44 
45## CTA Buttons vs. Links
46 
47- Buttons: Primary actions, high-visibility
48- Links: Secondary actions, in-text
49- One clear primary CTA per email
50- Button text: Action + outcome
51 
52---
53 
54## Personalization
55 
56### Merge Fields
57- First name (fallback to "there" or "friend")
58- Company name (B2B)
59- Relevant data (usage, plan, etc.)
60 
61### Dynamic Content
62- Based on segment
63- Based on behavior
64- Based on stage
65 
66### Triggered Emails
67- Action-based sends
68- More relevant than time-based
69- Examples: Feature used, milestone hit, inactivity
70 
71---
72 
73## Segmentation Strategies
74 
75### By Behavior
76- Openers vs. non-openers
77- Clickers vs. non-clickers
78- Active vs. inactive
79 
80### By Stage
81- Trial vs. paid
82- New vs. long-term
83- Engaged vs. at-risk
84 
85### By Profile
86- Industry/role (B2B)
87- Use case / goal
88- Company size
89 
90---
91 
92## Testing and Optimization
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
101 
102### How to Test
103- A/B test one variable at a time
104- Sufficient sample size
105- Statistical significance
106- Document learnings
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)
114