Writing EDMs guideline is created on 19 Oct 2018
Electronic Direct Mails (or EDMs) are meant to personalise a user’s journey. They are automated vessels which contain our direct communications to users. EDMs can be triggered for a number of reasons. The most common EDM currently is for re-engagement purposes.
Though each EDM is unique to its own target audience, there is a certain template which can be used throughout the whole system to make writing EDMs easier for everyone.
Similar to the buttons in microcopies, try to relay your message below 3 words as it is the final stage before a user decides to take an action. Buttons communicate a call-to-action to the next step which is why, writing a clear and concise copy will give users a better direction on what they’re about to do.
Depending on how personalised the EDM needs to be, the footer is usually filled with the brand’s value proposition or the policies which are involved with the content. Check with the team that you are working with if there are previous versions of the EDM’s footer which you can reference on.
The main opening to an EDM, a header encompasses the overall message or intention that you want to showcase. Keep it simple, preferably between 3 to 8 words. If you want to have a longer message, you can always break the sentences and put some in the pre-header.
Since most of the EDMs produced by us is triggered via our systems, try to keep your main content as lean as possible. This is to save the users’ time while they scan through their emails. Visuals are usually incorporated here to give them better ques of what the email is intended for.
Pre-headers can be seen in the preview window of most email clients. Usually invisible in the email itself, some clients can support a pre-header that reaches up-to 10 words or more. While others can only reach up to 5 words max.
Weigh the pros and cons of making the copy longer or shorter based on the target audience, especially since some email clients attract a certain crowd. E.g. Google or Yahoo are more popular with candidates as compared to Outlook.
Depending on who you’re sending the EDM to, some sign-offs are given a personal touch while others are kept generic for the sake of simplicity. Below are some examples of sign-offs:
|The details behind the sign-off||Sign-off message|
|For candidates, jobsDB brand, former and current templates, generic email||Warm regards,
The jobsDB team
|For candidates, JobStreet.com brand, former template, generic email||Best Regards,
LiNa, your Personal Care Agent
|For candidates, JobStreet.com brand, former template, Priority Application email||Best Regards,
Priority Application Team
|For candidates, JobStreet.com brand, former template, JobStreet Learning email||Best Regards,
|For candidates, JobStreet.com brand, slightly newer than the former template, generic email||Warm regards,
|For hirers, jobsDB brand, slightly newer than the former template||Sincerely,
Your jobsDB customer support team
|For hirers, JobStreet.com brand, former template, from Customer Care team, sign-off example 1||Best regards,
YOUR CUSTOMER CARE TEAM
|For hirers, JobStreet.com brand, former template, from Customer Care team, sign-off example 2||Best regards,
Customer Care Team
Check with previous email versions to make sure how the sign off is reflected for your target audience.
Reminder: Sign-offs are different from footers. While footers are mainly used for a business’ formal message, a sign-off gives off a humanistic vibe to the business, making it much more approachable.
Just like a title to a book, subject lines help users identify what the content of the email is in a glance. They’re seen in the preview line and just like sub-headers, the maximum amount of characters are also dictated by which email client hosts your EDM.
Tip: The same advice applies here as it does on sub-headers. Make sure you weigh out the pros and cons for the length of your subject line. Depending on your target audience, you may want to choose brevity over flashy titles. Also, subject lines are meant to capture a user’s attention instantly, so it’s good to use emojis from time to time.
Preview line tool
There are many email clients out in the market today, which is why it would be difficult to satisfy the requirements for each one.
For you to judge for yourself which length would be best for your subject line or sub-header, the Product Design team has created a simple tool which simulates how certain content will look in the preview line of a few main email clients.
You can check it out here!