TWO TRUTHS AND A LIE:

WRITING FOR EMAIL EDITION

A Fun Game (and Guide) for Email Marketers
With expert insights from Ann Handley
Hey, Fellow Email Friends
Have you ever played the game Two Truths and a Lie?

The idea is that you share three things about yourself – two are true, one is false. The weirder the
better. And the other players need to guess which is the flat-out fabrication.

Maybe you played back in college, or maybe as a corporate get-to-know you icebreaker when
you joined a new team. (Who knew Gary from Finance once came in first place in an ostrich
racing competition?) (And who knew ostrich racing was actually a thing…?)

The goal of Two Truths and a Lie is always to put a fun spin on an otherwise straightforward
exchange – and to help you get to know others better, too.

Today, here in this ebook, we’re going to play a version of Two Truths and a Lie, Email Marketing
Edition! (I promise not to make you think up a “fun fact” about yourself on the fly.)

Our goal is to put a fun spin on email marketing tips, tricks, and ideas. And to help you get to know
what inspired email writing looks like.

Let’s talk all about email writing truths and lies, do’s and don’ts.

After all, good writing is the backbone of a successful email. (I’d even argue it’s the backbone of a
good marketing strategy.) And with a 44:1 ROI, email is a powerful channel where every word counts.

This guide is packed with tried-and-true tips on creating effective email content, plus it busts
some common myths that we’re all tired of hearing. *Cough* Email isn’t dead. *Cough*

Thanks for being here. Thanks for reading. Stay healthy. And write on.

Ann Handley

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T A B LE OF CO N TE N TS
PART I
Subject lines: You only get one shot. 4
Your audience is busy – so make it brief. 6
Newsletters prove that we love a long-form email done right. 7

PART II
Creativity converts. Give life to your CTAs. 8
What’s the purpose of your email? Does it tell that story? 9
“Spam” is its own trigger word for email geeks. 10

PART III
Write as if you’re talking to one person. 12
Test. QA. And test some more. 13
Robots don’t personalize. Humans do. 13

PART IV
Email is dead 15
10 bonus writing tips from Ann Handley. 16

Be part of the SparkPost + Ann Handley communities.

DRAFT
Receive updates and information about all Ann Handley helps businesses stand out in a
things email from SparkPost, so you can stay sea of same. She's the world’s first Chief Content
on top of what's new – like the latest industry Officer, a Wall Street Journal best-selling author
insights, articles, on-demand content, and of two books, and has founded two multi-million
sometimes a good email pun. dollar companies.
SparkPost sends ~40% of the world’s commercial She's a partner in MarketingProfs
email, and we’ve learned a thing or two along and a recent inductee into the Content Marketing
the way. We’re dedicated to helping you reliably Hall of Fame. Ann is also an avid collector of old-
reach the inbox with powerful solutions to plan, school typewriters and a Tina Fey super-fan. And
execute, and optimize your email programs. her newsletter is a hoot – trust us on this one.

SUBSCRIBE TO THE POST SUBSCRIBE TO TOTAL ANNARCHY

JUMP TO PART I PART II PART III PART IV 3 | 18

TRUTH: Subject lines matter – a lot.
TRUTH: Short, skimmable emails are best.
LIE: Long emails are too challenging for an audience.

Subject lines: You only get one shot.

If you had…
One shot
Or one opportunity
To seize everything you ever wanted
In one moment
Would you capture it?
Or just let it slip?

Eminem probably wasn’t talking about email subject lines here – but he could have been.

The first goal of any email is to get into the inbox. (We’ll touch more on that later.) The second goal is for
your reader to actually open it. A good subject line and brand recognition in the inbox are your first chances
to impress them enough to engage, so you need to incite enough curiosity to get the click – without being
clickbaity. (Which means no trickery or bait-and-switching.) It’s important to remember that email marketing
is all about delivering on your that’s knowledge, a discount, or something else of value to your subscribers.

Unfortunately, there’s no one-size-fits-all way to approach subject lines. What works for your brand can vary
widely from what works best for others. Testing out different lengths, tones, and even emojis in your subject
lines is a great first step if you’re unsure about what your audience reacts best to. We love a good A/B test.

A B

With a little testing, you can create some additional subject line best practices that work well for your brand.

And don’t forget a best practice that’s easily forgotten: Always write intentional preheader text that correlates
with your subject line and email content. A preheader is the little sentence that shows up next to or below the
subject line before an email is opened. By relating your preheader copy to your subject line, you gain a few

JUMP TO PART I PART II PART III PART IV 4 | 18

extra words to draw your reader in. We’ve seen this in many forms – from knock, knock jokes to simply
finishing a thought started in the subject. It’s ultimately a chance to elaborate on your subject line and give
your reader a better idea of what’s in the email so they open it and keep reading.

And yes, OK, we know that “opens are dead” with

the roll out of iOS 15. But just because the open rate
metric is a hot mess these days doesn’t change the
fact that your goal as an email marketer is still to
get your emails opened. Or we should say that’s one
important goal.
You can't let one metric mean
Ann created her own metric to gauge the success success. Email is a relationship, not
of her newsletter – the Open to Write Back Rate a single acronym. Patterns over
(OWBR). She actively measures her number of actual time in several categories are more
responses to each email she sends. useful than any single specific
metric.
As inboxes continue to get overcrowded, it’s all too
easy for someone to archive or delete your email – or
worse – send it to the junk folder. This is why subject - Ann Handley
lines are mission-critical to engaging your audience.
It’s the first step in the conversion process.

So have fun. Don’t overthink it. Just test and measure

(as best you can) along the way.

Wish you knew your competitor’s

best subject lines? # Of Subject Lines Average Subject Length

2274 45
You can. SparkPost’s Competitive Tracker has
the comprehensive intel you need to analyze Average Read Rate Average Delete Rate
your email execution and performance against
19% 18%
your top competitors and peers. Imagine if you
had deep insights on the brands you admire (or
envy) most – like their inbox performance, read
rates, send times, contact frequencies, degrees LEARN MORE
of segmentation, subject lines, and creative.

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Your audience is busy – so make it
brief.
Every writer has experienced their first draft getting
torn to shreds before. And that’s OK! We are better for
it. Email content is one type of writing that often gets
heavily condensed along the way. Competition in the
Make each paragraph, sentence,
inbox is fierce (we can’t say this enough), so grabbing
and word earn its keep.
your reader’s attention and getting your point across
quickly can really pay off. - Ann Handley

Emails are a great opportunity to get “snackable”

content in front of your audience. You can send a
series of concise but related emails based on your
audience’s known interests – you don't have to pack
it all in at once.

Take this Writing for Email guide you’re reading right

now, for example. We can pull out individual tips
from this comprehensive piece and include them as
“snacks” in our SparkPost nurture emails to space
out the content and make it even more digestible
Hero

for someone who hasn’t had the time to download

and read the full guide yet. And if they like the snack,
downloading the guide (aka the meal) is what we
want them to do next.

A clear CTA is crucial when writing short emails.

Subject Line

If you’re asking your audience to do something, it

should be very clear when scanning an email. Don’t
make them hunt for what to do, or you won’t get that
Body

conversion. Be straightforward and conversational.

CTA

Source: Really Good Emails

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Newsletters prove that we love a long-form email done right.
Yes, there is a use-case for long emails that take multiple scrolls to get through.

Email newsletters are having a day right now. Morning Brew, The Hustle, The Daily Carnage… These are
newsletters that have essentially turned into an entire business because of their following. Then there are
influencers who successfully use newsletters to connect with and grow their fanbase, like Total Annarchy. And
of course there are more industry-specific newsletters with almost cult-like audiences, like Really Good Emails,
Litmus, and SparkPost.

What do these email newsletters all have in common? They are long and jam-packed with content – and value.

It’s important to remember that long-form doesn’t necessarily mean a novel. Skimmable copy is crucial to a
successful, lengthy email. This means thought-out sections, strategic titles, intentional body copy, clear copy
hierarchy, clear CTAs, and plenty of white space. Plus a good design, of course.

Long-form emails are a great opportunity for

writers and designers to collaborate closely and
create a layout that works for your brand. Email
Design Systems make this simple using repeatable
White space is oxygen. Use it. Let modular templates – check out Taxi for Email if
your words breathe. I love long you’re curious about modular emails and easier
sentences. But newsletters need collaboration across your team members.
short sentences. Short paragraphs.
Short sections. Don’t make 1,000
words feel like 1,000 words.
- Ann Handley

Content is the jelly to design’s

peanut butter.
In the first installment of our series The Ultimate Guide
to Email Design, you’ll learn all about the importance
of messaging and branding in your email strategy.

Email design is far more than what you see when you
open an email. The visual aspects are a large part
of it, but it’s also the strategy that goes into creating
your emails before you build them. And there are
likely several team members involved in the process GET THE GUIDE
– from writers to designers to coders and more.

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TRUTH: You can have fun with CTAs.
TRUTH: Copy should always align with your email goal.
LIE: Using certain words like “free” or “save $$” will send
you straight to the spam folder.

Creativity converts. Give life to your CTAs.

You can only read “Click Here” or even “Learn More” so many times before you tune it out. Emails are an
opportunity to have a little fun! Especially in emails designed for long-term subscribers, like a newsletter or
customer nurture campaign. As long as it’s clear what your reader is getting themselves into, spicing up your
CTAs can really help your conversion numbers.

As always, test what works best for your brand. Send the same email with an A/B split using direct vs. quirky
CTAs, and see what your audience responds to. If actual button CTAs need to be more basic, you can still have
some fun with your in-line hyperlinks.

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 Tip for CTAs: Use active verbs you can "see" vs. "invisible" verbs that happen inside your head.
Active verbs carry more energy and inspire more action. And they’re a great way to underscore or
extend your brand personality or tone of voice.

Example: Instead of "See the ebook here" try "Grab your copy" or "Get your mitts on your own copy."

Example: Instead of “More info” try “Peep the details.”

Depending on the sophistication of your ESP, you can also test dynamic CTAs. This could mean a different CTA
for customers vs. prospects, or even something a bit more advanced, like persona-based actions and verbiage.

Ultimately, you want to get your brand personality across in your emails – and CTAs are no exception.
Sometimes a simple change like saying, “See it here” vs. “Click here” can boost your conversion rate by an
impactful amount. (Plus, “Click here” is boring, amirite?)

What’s the purpose of your email? Does it tell that story?

It sounds like a no-brainer to align your messaging with your goal and audience. But as every email marketer
knows, it can be easy to get your wires crossed when you’re creating so many different types of emails.
There’s marketing vs. transactional, customer vs. prospect, educational vs. demand generation, inbound vs.
outbound… the list goes on.

It might sound silly, but we’ve found it helpful to pause when creating an email and literally ask ourselves: What
is the purpose of this? What are we trying to accomplish? This simple exercise should help guide your writing
as you build an email.

There’s nothing worse than an email that rambles… or an email without a point… or an email your subscribers
aren’t expecting/don’t want. Inboxes are far too crowded to miss the mark.

And this concept goes beyond the content of individual emails. It’s important to string together emails with a
common theme/goal to create strategic workflows with cohesive messaging. Your audience is on a journey
with your brand, and that journey should follow a defined path where each step makes sense.

Lastly – and probably most importantly – set expectations with your subscribers. When will you mail? What will
you promise to deliver? What will the content be like? Then deliver that.

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 One woman unsubscribed from my newsletter via hate-mail when she
received her first issue early on a Sunday morning. ‘I don't want to think
about work on the weekend!!!!!’ she said.
Yes! With 5! Exclamation! Points!
A little aggressive with the punctuation. But fair enough.
Now I make sure new subscribers know exactly what they'll get.
- Ann Handley

“Spam” is its own trigger word for email geeks

We debated busting the common myth that certain words send you straight to the spam folder… Because
there is some truth to it. But saying “free” in a subject line won’t automatically flag your email as junk. Spam
filters at major ISPs are so much more sophisticated than they used to be. So while it’s not an exact science,
here are some spam-avoidance tips you can leverage when writing your email copy. If nothing else, using
more resonant language will help your emails get more engagement from your subscribers.

For starters, you can test your emails through Spam Assassin to view how “spammy” they are. SpamAssassin
scans elements such as subject lines, headers, attachments, punctuation, spam-related text, and messaging
to give a “spam score.” Generally, emails with a score above five are considered spam. (E.g. saying “Money
back guarantee” is a whammy and automatically adds more than two points to your spam score.)

Here are a few examples of what to avoid and what you can do instead to keep your spam score low:

Avoid generic, enticing phases like, “Click Use actionable CTAs like, “Check out our
here!” or “Buy now!” new arrivals” or “Download the guide”

Avoid using multiple special characters in a Try using, “A new SparkPost feature is here.
subject line like, “We have a new feature! Come check it out!” as it will be scored
Come check it out!!” lower.

Avoid using all caps – it will give a higher Show excitement through high-quality
spam score and can seem aggressive. imagery instead.

Avoid sending image-only emails as these Add copy around images for the reader.
can be marked as spam and are also bad Emails should be a mix of imagery and
for accessibility. text.
Avoid adding links that look like phishing Use hyperlinked URLs instead of part of
attempts. the email copy.

Don’t just trust your code. Always check it for Make sure your HTML is valid – this will be
rendering and other issues. reviewed by the spam filter.

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Again, this is not an exact science. Your overall sender reputation is what’s most important, and one email
isn’t likely to ruin that. Even so, it’s a best practice to be mindful of your email copy and try to ensure your tone
comes off as genuine, not spammy. Better copy means better engagement and that leads to better inboxing
more than anything else.

Better email deliverability.

Better ROI for your bottom line.
Around 20% of permission-based emails never
reach the inbox because they’re filtered out
as junk. And even a 1% drop in emails reaching
inboxes can greatly impact your bottom line.
Deliverability may not be the first thing you
think about when writing an email,
but it’s one of the most important – so much Inbox Tracker's proactive
revenue can be lost at this stage! Make every recommendations on inbox delivery
email count with Inbox Tracker. Maximize your and valuable insights contributed to
email campaign’s success with deliverability helping us reach double digit traffic
analytics informed by the most accurate data and bottom-line revenue growth
sources on the market. within a short timeframe.

CHECK IT OUT

JUMP TO PART I PART II PART III PART IV 11 | 18

TRUTH: Personalization is key – and you have to do it right.
TRUTH: Regularly be testing.
LIE: Personalization is exclusively solved with tech.

Write as if you’re talking to one person.

Have you ever received an email that was completely off base to you? Like a “Happy Mother’s Day” message
when you don’t have children. Or an offer to upgrade a service you haven’t even bought into yet? Yikes. These
mistakes don’t land well.

Personalization and proper segmentation are required for a successful email strategy. Bottom line.

Here are some quick tips on personalization at scale:

• Merge variables: Use them, but make it feel authentic. Readers know you used a merge variable, so don’t
use someone’s name or company in places where you wouldn’t naturally say that.

• Segmentation: As much as possible, write different versions of your emails by product, persona, etc. Your
tone, CTA, and more can (and ultimately should) change based on who you’re talking to.

• Dynamic content: To help support you on the above point, build one email that includes alternate copy
for technical personas vs. marketing personas, for example, so you can have them in the same workflow
but speak to multiple audiences. Dynamic content can help you do things like linking out to more relevant
content per audience, so you can further segment the next step in their journey with your brand.

• Generously use “You”: Don’t be afraid to talk directly to the customer as you would in conversation. It
sounds much better than lumping people into a segment. i.e. “Fits you love” vs. “Fits our customers love.”
The former resonates so much better!

Write your audience into your story. Who do you sell to? Think 1-1-1:
One idea to one person at one time. What will resonate the most with
your ideal customer? What signals to your prospect/customer: ‘I get
you. You belong in here’?
- Ann Handley

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Test. QA. And test some more.
This is perhaps the most practical section of this guide. First and foremost, always have someone else read
your email before it sends. An extra pair of eyes on your copy is the simplest form of email quality assurance.
Because let’s face it… we’ve all looked at a word or sentence so many times that it doesn’t even register in our
brains as English anymore.

Beyond catching typos, a good editor can also help you take out the parts of your email that readers will skip.

Kick to the curb vague descriptions of people, places, things, ideas. Use
action verbs (verbs you can visualize in your head) more than thinking
verbs (verbs you can't see) like ‘considered, theorized, thought.’
- Ann Handley

You should also have someone check every link in your emails. There’s nothing worse than an incorrect or
missing link. A 404 can really ruin an email geek’s day.

In addition to simple copy editing, render testing is another impactful QA method when it comes to email
marketing. Ensuring your emails work well across all email clients and devices – from Gmail to Outlook to
iPhone and beyond – can make a huge difference in maximizing (and keeping) your subscriber base.

All that said… We love a good “oops” email. And we’ve seen from experience that a genuine “oops” email can
have really good conversions. So while testing is extremely helpful in executing email well, mistakes happen.
And it’s OK. We’re all human.

Robots don’t personalize. Humans do.

This comes directly from one of Ann’s newsletters. And even though we (SparkPost) are a big tech company
ourselves, we couldn’t agree with her more.

Because let's pause for a sec here and think about that word "personalization." The root of the word is
"personal" – something made or designed to be used by one person.

Marketing took "personal" and hot-glued on the suffix "-ization."

We know personalization is a scalable ability to use technology and data to tailor messages and experiences
to people in our audience. That's all well and good. Love ya, Big Tech and Data.

But that definition is a little bloodless, isn't it?

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 Personalization is ultimately about serving the person at the heart of
our marketing. The person viewing it or reading it and clicking and
chuckling to themselves because they love your work.
Sometimes we get so caught up in personalization that we neglect
the person.
We forget the goal – like we bonked our head on our towering tech
stack and blacked out for a second like… Wait, what are we doing
here again?
- Ann Handley

If you DO have a tech stack and internal resources that allows you to segment and create lovely and specific
messages to the very best companies/people at the very most optimal time based on when they indicate
through their actions and behavior and choices that they are perfectly primed to hear your human voice…
And yikes is this still one sentence...?

Anyway... if that's you? Then 1,000%. Go for it.

But if your marketing team is small and overworked (or maybe you’re even an email team of one), then
rise up! In 2022, personalization is a tech solution.

But personalization is also a human concoction. A potion of creativity and care optimized with empathy
and only THEN infused with technology.

Ultimately, "personalization" means "relevance."

"Personalization" means "I care." (Not we. You – the person putting together this email campaign or writing
that ebook or publishing this newsletter.) Stop sounding like a marketer. Sound like a person.

JUMP TO PART I PART II PART III PART IV 14 | 18

TRUTH: Email is dead.
TRUTH: Email is finally dead.
LIE: Email is really, absolutely, finally dead.

This is a trick question. These are all lies...

And it's our favorite myth to bust.

We’ve been hearing “email is dead” for at least… 15 years now? But email continues to drive engagement,
demand, and ultimately revenue year after year. It’s the workhorse of marketing.

Email is a money-making channel in its own right, and it also supports several other channels. E.g. Let's say
you have amazing SEO and someone organically hits your site and makes a purchase. You likely follow up with
them via email – whether that’s a simple receipt, or a nurture campaign, or a more aggressive upsell/cross-
sell campaign. Those touchpoints matter. And every one requires good copy. Continuing the conversation with
your buyers – past, present, and future – matters. And you can’t do it all without email.

Email is far from dead. It’s a revenue engine. In fact, if you haven’t heard, retention is the new acquisition.
And email is a first-party tool at your disposal in the era of privacy crack downs. So we might as well all learn to
do it right and write good emails.

Check out the trends, behaviors, and benchmarks driving email forward.
For the annual SparkPost email report, we sift through mountains of data from the largest data
network of any email solutions provider, not just in terms of overall data points, but in the depth
and diversity of the sources we pull from. We also survey 2,000+ marketers and email practitioners
globally to gain insight from the people who own email at their respective organizations.

Check out Email in 2022 to learn:

• Trends & topics top of mind for email • What digital marketing strategies industry
professionals in 2022 leaders are leaning on to accelerate growth
and connect with key audiences
• How email marketing professionals
have adjusted two years into the • Email benchmark metrics and how they’ve
pandemic shifted over the last year

Curl up, dive in, and geek out with us over how email marketing has evolved, and
enjoy our recommendations on fortifying your email strategy moving forward.

DOWNLOAD THE REPORT

JUMP TO PART I PART II PART III PART IV 15 | 18

 10 bonus writing tips
5. Spark joy. We got as much joy out of writing this
guide as we hope you get reading it. Do you get
from Ann Handley joy out of your writing, too? No good writing is ever
produced at knifepoint. If we hated writing this...
By now, hopefully you feel like we’ve delivered on our you'd sense that. Make yourself laugh. Make your
promise of packing this guide with award-winning subscribers laugh.
email writing tips. But we want to wrap it up with a
6. Read everything out loud. Reading your final draft
bonus section.
out loud is the best way to hear your voice, literally.
Ann recently wrote some writing resolutions based on Yeah, you sound like a nutloaf talking to yourself in
the top-performing editions of her newsletter, and it the middle of your office. So?
sums up how to write really good email copy. So we’re
During her own Nutloaf Moments™ Ann catches
going to shamelessly rehash her takeaways here:
mistakes like:
1. Write the first draft as fast as you can. Get it out of
Countless spelling/grammar errors. Awkward
your head. Get it onto the page. It'll be lousy. It'll be
phrasing. Hard-to-understand sentences.
ugly. GOOD FOR YOU. You did it! Have a snack.
Moments when she sounds too prescriptive or
2. Never publish that first draft. Rewriting sounds serious or straight. Sounding like she’s reporting a
about as much fun as recovering from a Moderna five-car pileup on the freeway on your local news...
booster. But please-please-please do it! Even not writing to YOU directly in her own voice.
if what you’re going to publish is "just" an email.
7. Write every day. Even a sentence. Even a sketch.
"Only" a LinkedIn post. "Merely" a marketing article.
Writing practiced once a week isn't a habit, it's an
The difference between mediocre and not- obligation, as Jeff Goins says. When you do (not "if,"
mediocre is one more round of revisions. because we’re MANIFESTING), you will be a much
better writer one year from now.
The difference between something you make
excuses for and something you're proud of is one 8. Go analog once in a while. Paper. Pen. Pencil.
more round of revisions. Typewriter. Slowing things down can unstick what's
stuck. It can also make your writing sooooo much
Ann writes four drafts of everything. She takes over
better, for a few reasons:
eight hours to write one newsletter.
It forces your brain to write at the speed of your
3. Show, don’t tell. Snap out of the tendency to
hands. Your brain is so fast it would win the
state things only as you see them – it's an easy
Boston Marathon, if your brain had legs and Nikes.
trap for lazy writers. Instead, put yourself into the
Your hands are SLOW. They can't even break a
mind of your audience. Step into their shoes; slip
10-minute mile.
on their skin: What's it like? Add a second sense
beyond sight: What's it sound, taste, feel like? A computer gives us endless opportunities to
Paint a picture. Make sure your reader recognizes cut, paste, revise, backspace, fiddle, rewrite the
themselves in the frame. same godforsaken sentence 30 effin times. It's
exasperating how limitless the opportunities are
4. Write to one person. 43k people get Ann’s
for better writing.
newsletter. She doesn’t think about them – she
thinks about you. You reading this are the #1 priority. 9. Start that thing. That book/guide/blog you've been
Pro tip: Count the number of YOUs in anything you thinking about? This is your time.
write. If you run out of fingers... you're doing GREAT.
10. Finish that thing. Ship it. GO.

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wheel of painful
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Writing is just one (important) step

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About SparkPost, A MessageBird Company
SparkPost is the industry's most trusted email optimization platform.
SparkPost helps senders reliably reach the inbox with powerful solutions
to plan, execute, and optimize email. The SparkPost platform is powered
by the industry's largest data network, a team of email experts to help
brands elevate every aspect of their email program, and a security and
compliance posture to support even the most regulated industries.
SparkPost is the world's largest sender, delivering 40% of all commercial
email – 4-5 trillion sends annually – and also boasts the world's largest
data footprint to help enterprise-level brands make data-driven
decisions to improve email performance. The world's most sophisticated
senders, including The New York Times, Zillow, Adobe and Booking.com
trust SparkPost to elevate their email.

Learn more at www.SparkPost.com or connect via Twitter, LinkedIn

or the SparkPost blog. SparkPost is a MessageBird company.