Email Copy
Briefing writers and designers for a campaign
Build a campaign brief that gives writers and designers the reader task, confirmed facts, deliverables and review owners they need.
Section
Email Copy
Email Copy
Building a mobile email layout with a clear reading order
Build a mobile email layout that reads clearly in one column, preserves source order and keeps actions beside their explanation.
Email Copy
Campaign emails versus transactional messages
Distinguish campaign emails from service messages and assess mixed-purpose content under Australian spam rules.
Email Copy
Choosing an accessible button label
Write email button labels that describe the destination, match accessible names and make each action clear out of context.
Email Copy
Choosing one primary action for a campaign email
Choose which action a campaign email should emphasise, resolve competing requests and give readers enough context to act.
Email Copy
Knowing when a newsletter format needs to change
Decide whether weak newsletter results point to a recurring format problem, then revise and assess the section causing it.
Email Copy
Replacing vague subject lines with a clear reason to open
Rewrite vague email subjects by naming the useful item, placing the distinctive detail early and checking the final promise.
Email Copy
Subject line and email content experiments
Plan fair subject-line and email-content tests, choose useful outcomes and interpret results without overstating a winner.
Email Copy
Testing a campaign with images switched off
Test an email campaign with images off so offers, deadlines, conditions and actions remain understandable.
Email Copy
Testing a subject line without changing the audience
Hold eligibility, timing and email content steady when comparing subject lines, then report the result with its limits.
Email Copy
Versioning email copy during approvals
Keep email approvals tied to a specific copy version, resolve comments in one place and reconcile the built message after changes.
Email Copy
Writing email copy people can use
Write campaign emails around a reader task, with a clear opening, an accurate inbox promise and a useful next step.
Email Copy
Writing image alt text for an email
Choose useful email image alt text by deciding whether each image informs, decorates or acts as a link.
Email Copy
Writing preview text that adds to the subject line
Write preview text that contributes a second detail, avoids repeating the subject and matches the email recipients receive.