How your emails are written

Ask for an email on your campaign's Design step, and it's written and designed for you in one go. It works from what you've already given, and it writes to a few house rules. Nothing is final: click anything in it to change it.

What it works from

• Your brief says what the email is about. It starts from your campaign's brief.
• Your plan's answers set who it's for, the angle it takes, and the one message every section supports. One plan, the whole campaign explains them.
• The tone and the style are yours to choose.
• Your brand sets the look: only its own colours, its heading and body fonts, the shape of its buttons, and its logo.

The house rules

• A designed email reads like a page or an ad, not a letter. So it never greets the reader or uses their name. A greeting that slips in is taken out.
• It never tells your reader what they're doing wrong unless your brief gives the evidence.
• Once it's written, your brand's colours are put on its buttons and icon circles.
• Its pictures are real stock photos, each found from a description of what it should show.

A new version, and its subject line

Generate again, and the version you had is kept as a variant below. Every earlier version is kept.

The new version is written to differ in at least three noticeable ways. It can change the headline's angle, the hero, the order of the sections, the words on the button, the proof points, the visual rhythm, the colour treatment or the supporting copy.

Each email gets a subject line written from its content, different from every subject already in use. If it can't find one, it says That subject line is already in use, because each variant needs its own subject line.

See it on the Design step

1. 1

   Open your campaign's Design step. The writer is given your brief, your plan's answers, a tone, a style and your brand.

2. 2

   Your Working draft is the email you're on. Generate a new version, and it's kept as a variant below.

3. 3

   The count shows how many variants are In the send. Each one has its own subject line.

To write your emails step by step, follow Write your campaign's emails. Every campaign needs at least four variants: Design variants and the rarity score explains why.

Yours to change

Every email looks like your business, and is written for your reader. Once it's written, click anything in it to edit it, right there in the preview.