## Contents

- Email Copy Best Practices
- Structure
- What NOT to Do

## Email Copy Best Practices

### Structure

```
FROM: Real person name + company (not "noreply@")
SUBJECT: [Hook — 6-10 words]
PREVIEW: [Expand/complement subject — 40-90 chars]

BODY:
Opening line — hook them in 1 sentence. No "Hope this finds you well."

2-3 short paragraphs OR bullet list. One idea per paragraph.
Max 200 words for transactional/automated emails.
Max 500 words for newsletters.

Single, clear CTA. Not three different links going to three different places.

Sign-off — personal name, not "The [Company] Team"
```

### What NOT to Do

- Don't open with "Hey there!" or "Dear Valued Customer"
- Don't use multiple CTAs competing with each other
- Don't send from noreply@ (kills replies and trust)
- Don't use tiny font or light gray text
- Don't hide unsubscribe link
- Don't send the same email to your entire list
- Don't use "Click here" as CTA text — be specific
- Don't over-design — plain text often outperforms HTML for B2B

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