Content in email

Subject line is boss

The subject line copy is the reason your recipients open the email. It needs to capture attention and encourage engagement while being hyper relevant to your audience.

Based on the open rate performance of hundreds of millions of emails sent through Mailchimp, subject lines with less than 9 words perform best. Subject lines with about 50 characters (5 to 7 words) are the most common.

Language that calls out the action we want the recipient to take specifically, or a benefit they can gain from the email, such as ‘Grow your following with e-commerce,’ work best.

Excessive punctuation, all caps, the term ‘Free,’ and aggressive actionable language, such as ‘Act now’ or ‘Buy now’’ should be limited to avoid emails being marked as spam.

Use personalization—not just their first names, as company name or industry can also be used to feel like you are having a one-on-one conversation with them. Use delight (very sparingly) and use urgency (when appropriate and sparingly).

Lastly, regarding the usage of emoji in subject lines: we encourage applying emoji sparingly and carefully. For more information and guidance on how we think about emoji, you can read more on our content design site.

A supporting preheader seals the deal

Preheader text is the snippet of copy that appears after the email subject line in the recipient’s inbox view. It’s bonus extra space to further encourage an open. It’s the subject lines best friend, giving more context on what is contained in the email and why it should be opened. A study by Litmus found that 24% of respondents will look at the preheader text before opening the email.

Ideal character length is between 40-70, to ensure all words fit into both desktop and mobile devices. It works best when the subject line is used to grab attention and the preheader backs it up with additional detail.

According to Litmus, more than 70% of people read their email on their mobile device and their suggested preheader ideal character length for mobile only is 35 characters.

Examples of subject line and preheader copy:

Retention email type:

Subject Line: Get paid fast!

Preheader: Create and send secure in-app invoices that can be paid instantly

Cross-sell email type:

Subject Line: Try time tracking free for 30 days

Preheader: Time tracking software for streamline payroll, invoicing and management

Headlines that navigate

The H1 headline is the main headline of the email and typically the first text. The copy for a H1 headline is the email’s overall message and biggest call-to-action. It’s important it’s persuasive, but also scannable. In today’s attention economy, the average reader spends 11.82 seconds scanning an email. Recommended copy limit of 50 characters total (single column).

In the email guidelines there’s also an all caps option for H1. This option should only apply to headlines that are one line, and read short and snappy. Please note that this option is reserved for brand and marketing (BAM), or with approval via email office hours.

H2 headlines are used throughout the email. The copy for a H2 headline identifies secondary elements that are related to the main theme. Recommended copy limit of 75 characters total.

H3 headlines are used for subtitles or eyebrow text that supports a main title. The copy for H3 headlines can introduce the name of a product, a key feature, or clarify the main headline. Recommended copy limit of 75 characters total.

Examples of H1, H2, and H3 headlines:

Retention email type:

H1: Get paid in no time, anytime

H2: More time to do what you do with smart invoicing

H3: Instant Invoice Payments

Cross-sell email type:

H1: Making the most of your QuickBooks features

H2: Software that simplifies your business and saves you money

H3: Time Tracking Software

Call-to-action buttons

As the place to convert, the copy within call-to-action (CTA) buttons should summarize in two to three words what you want the reader to specifically take action on as relates to the content summary. Examples: ‘Try receipt capture’ or ‘Sign into dashboard’.

Low commitment language (‘Explore Mailchimp’) for CTAs prove to perform better than high commitment language (‘Buy now’). Our email’s prime job is to spark interest and further engagement.

Typically, emails should have a one primary call-to-action. If there’s more to say, use the page you are driving them to.

Have work that’s ready for review?

Come to email office hours to make sure it’s brand-approved. Agencies and external partners welcome.