Keep it brief
Our emails are brief and include links to learn more or take a course of action. People scan email on a variety of devices, so we keep paragraphs short and use bullets and headlines to highlight important information and quickly convey key points.
Keep subject lines short and clear
Our subject lines are straightforward, avoid ambiguity and word plays. - Limit your subject lines to about 50 characters.
We use the same language our readers would use. Explain terms that are familiar to them but that your readers may be seeing for the first time.