# Email Marketing tactics change like the weather, but if there's one that's stayed the course, it's email. It's cheap. It's mobile-friendly. Everybody has it. [It works](https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/why-marketers-should-keep-sending-you-emails). Not surprisingly, we send a lot of email here at Pixel Union. Whether we're releasing a new product or feature, promoting content from our blog, or announcing changes to a product or policy, it seems there's always an email (or two) to be sent. In this section, we'll cover the different types of emails we send, as well as the elements that make up each of those emails. Note that this section focuses on *marketing* emails. If you're looking for [Product](https://pixelunion.gitbook.io/pixel-union-content-style-guide/-LRwmoj4SPFNOtnm24ut/~/edit/drafts/-LSHOChWXy0_TpwmCuJn/content-types/product) or [Support](https://pixelunion.gitbook.io/pixel-union-content-style-guide/-LRwmoj4SPFNOtnm24ut/~/edit/drafts/-LSHOChWXy0_TpwmCuJn/content-types/support-success) emails, please refer to those sections. ### Basics Email helps us inform and empower our users. Here are the most common types of content we send by email: * [Product and feature release announcements](https://www.getdrip.com/broadcasts/190391223/840bcc95b7589ff653cef) * Regular monthly newsletters (AKA State of the Union—you should sign up!) * [Cross-promotional emails](https://www.getdrip.com/broadcasts/415287947/e9ab4fdb8ff5273b24694) aimed at increasing our products per user * [Customer onboarding](https://www.getdrip.com/5534285/campaigns/537429542/emails/2086105/archive) * [Alerts about changes](https://www.getdrip.com/broadcasts/956039183/c21cbcb9624c24b2d576d) to policies or functionality When writing emails, we abide by the points outlined in the [Voice and tone](https://pixelunion.gitbook.io/pixel-union-content-style-guide/~/edit/drafts/-LRxiA3YdHGrgSaQpTRF/voice-tone-and-style) and [Language and grammar](https://pixelunion.gitbook.io/pixel-union-content-style-guide/-LRwmoj4SPFNOtnm24ut/~/edit/drafts/-LRxiA3YdHGrgSaQpTRF/language) sections. We also try to keep in mind the general lack of brand context that comes with email (meaning we always remind customers who we are and why they're hearing from us). ### Elements of an email Every email we send is made up of some or all of the following elements. Make sure they're in place before clicking send. #### From name and address For promotional emails (product releases, cross-promotions) and monthly newsletters, we use Pixel Union as our "From" name. The same goes for product emails, except in some cases where we'll use the support lead's name. All marketing emails come from . #### Subject line Subject lines should be compelling and descriptive. Hint at what's inside, but don't give it all away. Choose your words carefully, use [title case](https://pixelunion.gitbook.io/pixel-union-content-style-guide/-LRwmoj4SPFNOtnm24ut/~/edit/drafts/-LSVvGiv_P8CmgPbk3Kw/language/capitalization), and try to keep [emoji](https://pixelunion.gitbook.io/pixel-union-content-style-guide/-LRwmoj4SPFNOtnm24ut/~/edit/drafts/-LSVvGiv_P8CmgPbk3Kw/language/emoji) to a minimum. #### Preview text This is the copy that appears in the inbox before a subscriber opens one of our emails. Use it as a supporting subject line, telling recipients what they can expect once they open the message. #### Body copy Keep your content concise. Remember why you're emailing users and try to connect each paragraph to that. Include links and images when they're helpful. #### Call to action Whether you’re asking people to buy, sign up, read, or respond to something, a clear [call to action](https://pixelunion.gitbook.io/pixel-union-content-style-guide/-LRwmoj4SPFNOtnm24ut/~/edit/drafts/-LSWMzkCvcpjtVHDgySk/formatting/calls-to-action) tells readers what to do next. Use strong, familiar command verbs like "Log in" and "Start trial." #### Links Provide a link whenever referring to something on another page or site. If you're referring to a Pixel Union product, use a website link (unless referring to an app, in which case, link to the [Shopify App Store](https://apps.shopify.com/)). #### Image(s) We include images in newsletters and some promotional emails. Image dimensions typically mirror [blog posts](https://pixelunion.gitbook.io/pixel-union-content-style-guide/-LRwmoj4SPFNOtnm24ut/~/edit/drafts/-LSWMzkCvcpjtVHDgySk/content-types/blog) (1700 x 955px) and are supplied by Monika or another designer. Make sure to include [alt text](https://pixelunion.gitbook.io/pixel-union-content-style-guide/-LRwmoj4SPFNOtnm24ut/~/edit/drafts/-LSWkqVbSJAuxW0_RMgm/formatting/alt-text) for every image. #### Footer All of our campaigns follow [CAN-SPAM rules](https://mailchimp.com/help/terms-of-use-and-anti-spam-requirements/). Our default footer includes our mailing address, unsubscribe link, and links to our primary [social media](https://pixelunion.gitbook.io/pixel-union-content-style-guide/-LRwmoj4SPFNOtnm24ut/~/edit/drafts/-LSWMzkCvcpjtVHDgySk/content-types/social) profiles. #### Signature Promotional emails (product releases, cross-promotions) come from Leah (Marketing Coordinator, Pixel Union). Product emails (onboarding, updates) come from Emily or Calvin (Support Lead, Pixel Union), depending if the content is theme or app-related. Newsletters don't include a signature. ### Additional considerations #### Segmentation We have tens of thousands of subscribers. From time to time, we have a reason to blast all of them, but more often our message is best suited to a specific user group. In these cases, we segment. We think carefully about who we want to reach, and we tailor our recipient list to include them and only them. Once we've created our segment, it's important to adjust the content and language to fit the recipients' needs and knowledge level. For example, users who already use a certain app are more likely to understand the ins and outs than users who haven't. #### Testing It's frighteningly easy to mess up an email campaign. You could make a typo in your subject line. You could send it to the wrong list. You could announce a new product before it's even ready. For these reasons and more, we test. Start with the Preview mode, then read the content aloud, and finally send it off to your colleagues to see what they can sniff out. Test it on different browsers, test it on mobile, test until you're absolutely sure it's ready—and then test it again. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://style.pixelunion.net/content-types/email.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.