A few rules of thumb

Do:

• Have one clear goal
  Every email should have one obvious purpose — to both us and the reader.
• Be brief
  Respect the reader's time. Get to the point, quickly.
• Address the reader
  Say you.
• Use common contractions
  'Nuff said — wouldn't qualify.
• Emphasize power over ease
  When referring to the product. Individual features are easy. Webflow is powerful.

Don't:

• Say "user"
  People are more than the products they use.
• Use the passive voice
  It can be off-putting and unclear.
• Say "website builder"
  We're not Wix.
• Talk about how excited we are
  Try to make the reader excited.

New feature announcement emails

New feature announcement emails typically have the following structure:

• Logo
• Main headline
• Strapline: copy below the headline
• Hero image: a graphical depiction of the new feature
• Subhead: the secondary headline
• Strapline: the copy below the secondary headline
• Button
• Happy designing!
• The Webflow Team

Drip campaign emails (i.e., onboarding emails)

Drip campaign emails (i.e., onboarding emails) typically have the following structure:

• Logo
• Hero image: a graphical depiction of the email's theme
• Main headline
• Strapline: the copy below the headline
• Button
• Happy designing!
• The Webflow Team

Note that a main headline and strapline may be added above the hero image, as new feature announcement emails.

Blog newsletter emails

The blog newsletter emails have the following structure:

• Logo
• Blog post hero image
• Article category
• Article title
• Strapline: the copy below the headline
• Button

This repeats for each blog post, then:

• Happy designing!
• The Webflow Team
• Support and social copy

Meet the first visual flexbox builder

Easily build flexible, responsive layouts—without writing code.

{image}

[ Get flexible ]

Or start mastering flexbox with our interactive game, Learn Flexbox with Webflow.

Confident, friendly, a little fun