As devices shrink and the inbox evolves, our oldest tip is still the most important: Only send when you have something to say.

Basics

Here are the most common types of content we send by email:

• Product and feature announcements
• Tips for getting the most out of existing products and features
• Regular monthly newsletters
• Automated series (Getting Started with [your company name])
• Event invitations and information about online courses
• System alerts about changes to functionality or scheduled maintenance
• Internal newsletters

Guidelines

Email newsletters generally follow the style points outlined in the Voice and tone and Grammar and mechanics sections. Here are some additional considerations.

Consider all elements

Every email newsletter is made up of the following elements. Make sure they’re all in place before clicking send:

From name

This is usually the company or team’s name. It identifies the sender in the recipient's inbox.

Subject line

Keep your subject line descriptive. There's no perfect length, but some email clients display only the first words. Tell—don't sell—what's inside. Subject lines should be in sentence case. (Note that this is different from a headline, which you may want to include in the campaign itself.)

Preheader text

The top line of your campaign appears beside each subject line in the inbox. Provide the info readers need when they’re deciding if they should open.