Each week, we publish thoughtful content on topics ranging from productivity to workplace culture and customer service skills. And, just as voice and tone are important in our customer support interactions, every word matters in our content and email newsletter copy. Regardless of topic, we should be clear and focused on the reader.
Our email newsletters fall under two categories: marketing emails, directing readers to our blog content, and product emails, for customers on feature updates, best practices on using our Help Scout, and other notifications.
Casual, informal. Like you’re talking to a friend.
Only use for clarity, do not follow AP style in email.
A compelling subject line should be both revealing and provocative—the reader knows what they’re getting into, but the hook hints that there’s much more to learn. You’re fighting for time and attention in a crowded inbox; you have to make each word count.
All subject lines should be lowercase after the first word.
Write them like this 😃 (Emoji optional)
Write Them Like This.
Our primary goal is to communicate effectively—short, simple sentences.
- Preheader: This is your second chance to capture the reader’s attention. Add further incentive to open and read your email (and post) by using the preheader to double down on the pitch made in your subject line.
- Title + Image
- Body text: aim for 35 words or less
- Release Notes
- Feature Updates / Notifications