Emails

Before you write an email, have you consulted the LCM Process Notion document? If not, do that first!

Parts of an email

Subject lines

Subject lines are our only chance to catch a user’s attention. Subject lines can make or break emails and have a huge impact on open rates.

The ideal length of an email subject line can vary depending on different factors, but generally, try to keep it within 30 to 50 characters or 4 to 7 words. This isn’t always possible, but just remember to put the most important information first.

Preheaders

Preheaders are only visible in email inboxes and in push notifications that alert users about a new email. They are not visible once the email has been opened. Preheaders can be helpful when we want to add more detail to a subject line but don’t have enough space.

In many cases, email preheaders should be about 85 to 100 characters in length. If you want to make sure your email headers are tailored to fit a wide range of devices, you should keep your email preheader between 30 and 80 characters.

Body

The body of an email is the main message. Try to keep it short and sweet, and incorporate imagery, content blocks, and other information as needed. Take a look at the email templates we’ve created and provided to our email marketing partner agency, Grafted, to get a sense of how long an email should be.

Buttons

Emails typically have buttons within them, driving the user to take some action.

Write button copy in sentence case. Buttons should start with verbs.

For primary buttons, use 2 or 3 words max. For secondary or full-width buttons, use up to 4 words.

Generally, try to avoid pronouns in button copy. If you need to use a personal pronoun, use first-person (e.g., “my”). Don’t use punctuation.

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Writing tips

Style

• Lead with user value. Why does this matter to the user? What do they get?
• Put the most important information first.
• Don’t say “Tap for more info”. It’s often implied.
• Avoid being gimmicky or too marketing-y, and use exclamation points (!) sparingly.
• Avoid jargon, overly formal language, and exclusive language.
• Shorten dates to MM/DD format.

Character count

You can use this Character Counter website to check your work.

Subject lines

• Try to keep them within 30 to 50 characters or 4 to 7 words

Preheaders

• If you want to make sure your email headers are tailored to fit a wide range of devices, you should keep your email preheader between 30 and 80 characters