How your emails are written

Transcript

Stay chill. Ask for an email here, and it's written and designed for you in one go. Here's what it works from, and the rules it writes to.

Every email starts from what you've already given. Your brief says what it's about. Your plan's answers set who it's for, the angle, and the one message every section supports. Your brand sets the look: only its own colours, fonts and logo. And you choose the tone and the style.

It also writes to house rules. A designed email reads like a page, not a letter, so it never greets the reader or uses their name. A claim about your reader needs evidence from your brief. And its pictures are real stock photos, found to fit.

Here it is on your campaign's Design step: your brief, your plan's answers, a tone, a style, and your brand.

Generate a new version, and the one you had is kept as a variant. The new one is written to differ in at least three ways, from its headline's angle to the words on its button.

Each variant in the send gets its own subject line, written so no two match. There's a film on why every campaign has at least four.

So every email looks like your business, and is written for your reader. And nothing is final: click anything in it to change it.

That's how your emails are written: from your own answers, in your own brand. Next up: see how your films are made in your brand. Don't freeze up!