Email is the preferred channel for longer correspondence, like onboarding or updating the user on new features. That usually involves a lot of words.
We shouldn’t rely on email to deliver time-sensitive information. It’s considered a less intrusive means of getting on their radar, so don't expect them to act or respond right away. For shorter, more timely alerts, try a mobile notification instead.
Because an email’s shelf life is longer than that of a mobile notification, make sure to bundle messages and spread them out as much as possible.
We’ll keep these tips short and sweet—just like the subject should be.
Don'tcome off as bossy or urgent (a risk with exclamations).
Dokeep the subject line short, with quality personalization.
Don'trefer to a person or their team in third person.
Dospeak directly to the recipient.
Every transactional email serves a very specific purpose. For the sake of brevity, fulfill that purpose and be done.
Don'tcram everything together as one thought with no clear focus.
Dobreak things up with headings and lists for easier scanning.
Be sure to check our guidelines on title-to-CTA congruence. Consider the subject line your “title” and make the email flow from start to finish.
For the sake of providing a clear next step, shoot for a single CTA in each email. To make it pop, use the button component—and abide by those microcopy rules!
Don'tdetach the CTA from what’s implied by the subject.
Dobuild a CTA from the content of your subject line.