fargo
1a822493ba
963 markdown files reformatted with the repository's pinned prettier so pnpm format:check covers the folded tree like every other repo file. The formatter's embedded-language pass also normalized code fences (TS semicolons, closed HTML tags in examples, lowercased CSS hex colors, one renumbered list that skipped an index). Alphanumeric token deltas vs the fold commit were audited file-by-file; all are formatter-equivalent markup normalizations plus the four sanitized skills.
2.0 KiB
2.0 KiB
Email Copy Guidelines
Structure
- Hook: First line grabs attention
- Context: Why this matters to them
- Value: The useful content
- CTA: What to do next
- Sign-off: Human, warm close
Formatting
- Short paragraphs (1-3 sentences)
- White space between sections
- Bullet points for scanability
- Bold for emphasis (sparingly)
- Mobile-first (most read on phone)
Tone
- Conversational, not formal
- First-person (I/we) and second-person (you)
- Active voice
- Match your brand but lean friendly
- Read it out loud—does it sound human?
Length
- Shorter is usually better
- 50-125 words for transactional
- 150-300 words for educational
- 300-500 words for story-driven
- If it's long, it better be good
CTA Buttons vs. Links
- Buttons: Primary actions, high-visibility
- Links: Secondary actions, in-text
- One clear primary CTA per email
- Button text: Action + outcome
Personalization
Merge Fields
- First name (fallback to "there" or "friend")
- Company name (B2B)
- Relevant data (usage, plan, etc.)
Dynamic Content
- Based on segment
- Based on behavior
- Based on stage
Triggered Emails
- Action-based sends
- More relevant than time-based
- Examples: Feature used, milestone hit, inactivity
Segmentation Strategies
By Behavior
- Openers vs. non-openers
- Clickers vs. non-clickers
- Active vs. inactive
By Stage
- Trial vs. paid
- New vs. long-term
- Engaged vs. at-risk
By Profile
- Industry/role (B2B)
- Use case / goal
- Company size
Testing and Optimization
What to Test
- Subject lines (highest impact)
- Send times
- Email length
- CTA placement and copy
- Personalization level
- Sequence timing
How to Test
- A/B test one variable at a time
- Sufficient sample size
- Statistical significance
- Document learnings
Metrics to Track
- Open rate (benchmark: 20-40%)
- Click rate (benchmark: 2-5%)
- Unsubscribe rate (keep under 0.5%)
- Conversion rate (specific to sequence goal)
- Revenue per email (if applicable)