Email Style Guide

General Email Tips

Keep it short

You have seconds to catch a reader’s attention!

• Use headings, bulleted lists and short paragraphs
• Headings provide the reader with an idea of the topic(s) covered in the message.
• Bullets attract the eye when scanning and allow you outline key points concisely.
• The ideal email copy length is between 50 to 125 words.

Keep it simple

The built-in fonts and headings have been tested and meet accessibility standards. Decorative fonts are difficult to read, may not display correctly, and may make your email inaccessible to members of your audience.

Make It Accessible

Designing for inclusivity benefits everyone, and it ensures your message reaches as many people as possible.

• Screen readers can’t read text embedded in images; include key information as plain text or alt text.
• Avoid replacing words with emojis.
• Use mobile-friendly formatting.
• Write clear subject lines and section headers.
• Avoid attachments or overly image-heavy designs. (Images in your email may be slow to load.)

Including an image?

Images should play a supporting role so that your message can be conveyed clearly and effectively if the image does not display.

Including a link?

When calling the user to action, use brief but meaningful link text that:

• provides some information when read out of context
• explains what the link offers (avoid using “here”)
• doesn’t talk about mechanics (avoid using “click here”)

Don’t include the full url of a website like this:
https://www.campaignmonitor.com/blog/email-marketing/email-length-best-practices-for-email-marketers-and-email-newbies/

Using Buttons

The optimal text length for a button is typically:

• 1 to 3 words
• 10–20 characters maximum
• Use verbs: Buttons should usually start with a verb to prompt action.
• Be concise: Use clear, action-oriented words (e.g., Register Now, Learn More, See Schedule).

Proofread and check links!