Creating Email Campaigns
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The fundamentals to keep in mind when creating emails.

Action-oriented. Users are trying to get things done. Write and structure your content so that people can easily scan and take the most important actions.

Focus your message. Create a hierarchy of information. Lead with the main point or the most important content, in sentences, paragraphs and sections.

Be concise. Use short words and sentences. Don’t make people read more than they need to.

Be specific. Avoid vague language. Cut the fluff.

Be consistent. Stick to the copy patterns and style points outlined in this guide.


Email campaigns generally follow the style points outlined in the Voice and Tone and Grammar and Mechanics sections. Here are some additional considerations.

Subject Line

Make subject lines descriptive. Use an attention-grabbing yet clear subject line that aligns well with your email's content. Avoid misleading subject lines. There's no perfect length, but some email clients display only the first words. Tell—don't sell—what's inside.

Subject lines are title case.

Preheader Text

Preheader text supports the message of the subject line and should be considered an extension of it as it is viewed alongside in an inbox. Without a preheader, the default will be whatever is first in your email template.

Preheaders are sentence case.

Hero Image

Use a compelling, high quality image with no or minimal text on it.

The right image will grab the attention of a reader and pull them into the content.

See more in-depth image guidelines.

Email Title

Email titles are one of the most important elements of an email. Make email titles short and no longer than two lines.

Email titles are title case. Here is a Title Case generator.

Don't use ALL CAPS, periods or bold words.

  • It's Time to Check-in
  • Your Exciting Locals Offer Has Arrived!
  • The Best of the South Meets the Best of Entertainment

Lead Text

Lead text supports your email title. Use lead text to provide more detail.

Refer to the Hero Component for styling.

Lead text are sentence case.


Keep your content succinct. Write with a clear purpose. All content should support the primary message.

Consider adding paragraph breaks to long blocks of copy so the copy is easier to scan.

Call to Actions (CTAs)

Primary CTAs should be prominently placed, either at the top or center of the email. Keep in mind that you’ve only have about 8 seconds to grab a someone's attention.

Make sure the CTAs don't just provide an action, but also shows the value of taking the action. Don’t simply put “Learn More” in a CTA. Describe the action, or intent of the link “Explore our Amenities” or “Book Today.” The more engaging they are, the more effective they will be.

Keep CTA buttons to 2-3 words.

If you have to offer an alternative action use a secondary CTA. For example, they may not be ready to “Book Today”, but you can get them to “Learn More.” Make sure your primary CTA is visually emphasized over the secondary CTA.

  • primary action: solid button
  • secondary action: outline button
  • tertiary action: text link

Use all caps for buttons and title case for text links.

Avoid Unnecessary Links

More than 50 percent of emails are read on a mobile device. Limit links to the most important resources to focus your call to action and prevent errant taps on smaller screens.

Updated 2019-05-16