---
platform: email
format: newsletter
constraints:
  max_chars: null
  image_ratio: "600px-wide"
  max_hashtags: null
---

# Best Practices: Email — Newsletter

## Format Rules

- Subject line: 30–50 characters (mobile preview shows ~35 chars); avoid ALL CAPS and excessive punctuation
- Preview text: 40–90 characters; extends the subject line narrative
- Email width: 600px maximum for universal client rendering
- Images: inline 600px wide; always include alt text for image-disabled clients
- CTA buttons: minimum 44px height, 200px width; one primary CTA per section
- Unsubscribe link: legally required (CAN-SPAM, GDPR) — include in footer
- Plain text version: required alongside HTML for deliverability and accessibility
- Send frequency: weekly or bi-weekly performs best for engagement; daily acceptable for daily-format newsletters

## Structure

```
[FROM NAME] — Personal name or brand name (not "noreply@")
[SUBJECT LINE] — Curiosity or value, not clickbait
[PREVIEW TEXT] — Sentence that completes the subject line's promise

---

[HEADER]
- Logo or brand name
- Issue number or date (builds ritual habit)

[GREETING]
- "Hi [First Name]," or "Hey," for conversational newsletters

[INTRO — 2–3 sentences]
- What's in this issue and why it matters

[SECTION 1 — Main Story / Primary Value]
- 150–300 words
- One CTA button: [Read More] or [Get Access]

[SECTION 2 — Secondary Content]
- Curated link, quick tip, or community highlight
- 50–100 words

[SECTION 3 — Optional: sponsor or product mention]
- Clearly labeled "Sponsored" or "From our partners"

[FOOTER]
- Unsubscribe | Preferences | View in browser
- Mailing address (required legally)
- Social links
```

## Guidelines

- **Subject line determines open rate.** Split test at least 2 subject lines per send with 20%/20%/60% splits.
- Use the reader's first name in the subject line sparingly — it works but loses impact if overused.
- One primary CTA per email. Multiple equally-weighted CTAs reduce clicks on all of them.
- Write in a consistent voice that matches a specific, recognizable personality. Subscribers subscribe to a person, not a publication.
- Send at consistent times and days — subscribers form habits around your send schedule.
- Re-engagement campaigns: email inactive subscribers (90+ days) with a re-confirm or goodbye sequence before purging.
- Maintain list hygiene: remove hard bounces immediately; suppress soft bounces after 3 failures.
- Deliverability: authenticate with SPF, DKIM, and DMARC; avoid spam trigger words; maintain list quality.

## Examples

**Subject line formulas:**
- "[Number] things I learned from [unusual experience]"
- "The [adjective] guide to [topic] (in 5 minutes)"
- "Quick question for you..."
- "[First Name], you might want to see this"

**Preview text that extends the subject:**
- Subject: "We need to talk about your content strategy"
- Preview: "...because most people are building on the wrong foundation."

**CTA button copy (strong vs. weak):**
- Strong: "Get the free template", "Watch the 10-minute walkthrough", "Join 12,000 readers"
- Weak: "Click here", "Learn more", "Submit"
