- Write the subject line last — it’s the headline and deserves the same care. It must promise a specific benefit or open a specific curiosity. Test: would you open this email? Avoid false urgency, ALL CAPS, and exclamation marks.
- Write the first line as inbox preview text. Many readers see the subject line + first line in their inbox without opening. The first line should extend the subject line’s promise, not repeat it and not waste the space with “Dear [Name].”
- One email, one message, one call to action. An email that asks the reader to do three things results in the reader doing none. If you have three things to say, write three emails.
- Write from the reader’s perspective, not the sender’s. “We’re excited to announce…” is about you. “You can now…” is about the reader. Lead with what changed for them.
- Front-load the value. The reader decides whether to keep reading within the first two sentences. Put the benefit or the key information at the top — don’t build up to it.
- Keep paragraphs to one to three sentences. On screen (especially mobile), long paragraphs become gray blocks the eye skips.
- Make the CTA a button or a clearly formatted link. It should be specific (“Download the report,” “Reserve your spot”) and appear before the reader has to scroll on mobile.
- For email sequences (onboarding, nurture), each email should have a single teaching point or a single ask. Build the relationship one email at a time — don’t compress a landing page into an email.
- Test subject lines by writing five alternatives and choosing the most specific. If the platform supports B testing, test the top two.
- Before sending, read the email on a phone screen. If the CTA isn’t visible without scrolling, move it up. If the paragraphs feel dense, break them.