Marketing

Product launch announcement

Introduces a new product to people who asked to hear from you: what it is, three things it does and when it is available.

Subject: Introducing [product name]

Feature update

Tells existing customers about one new feature: what it does, how to start, and what stays the same.

Subject: New in [product name]: [feature name]

Monthly newsletter

A monthly letter to subscribers: highlights, one short story and three links worth reading, all written by you.

Subject: [newsletter edition]: [newsletter headline]

Case study

Shares a client story with subscribers: the challenge, the work, agreed results and the client’s own words.

Subject: Case study: [case study title]

Article recommendation

A short personal note that shares one of your published articles with a contact: the idea in a sentence, and no request for a meeting.

Subject: Worth a read: [article title]

Testimonial request

A personal note asking a client for a few words about your work together, with no pressure and their approval first.

Subject: A small favour: a few words about [project name]

Customer feedback survey

Invites a customer to a short survey, with the time it takes, when it closes and how answers are used.

Subject: How is [product name] working for you?

Press pitch

A short, personal story pitch to a journalist: the idea, why it matters now and what you can offer.

Subject: Story idea: [story hook]

Seasonal greeting

A warm, brief greeting and thank-you for clients and contacts, worded to suit any occasion or none.

Subject: Warm wishes from everyone at [company name]

New service announcement

Introduces a new service to existing clients: who it is for, how it works in three stages and how to talk about it.

Subject: Introducing [service name] from [company name]

Press release distribution

Sends a news release to the media list: the headline, the embargo, key facts, a quotation and who to call for interviews.

Subject: News release: [release headline]

Partnership announcement

Announces a new partnership to people who asked to hear from you: what it is, what changes for them and from when.

Subject: Our new partnership with [partner name]

Product update digest

A periodic round-up for customers: three new features, the improvements and the fixes, with a link to the full release notes.

Subject: [product name] updates for [update period]

Webinar recap

Sends everyone who registered for a webinar the key takeaways, answers to questions left open, the recording and the slides.

Subject: Recap and recording: [event name]

Customer spotlight invitation

Invites a customer to be featured in a spotlight: what you’d like to tell, the format, the time it takes and their approval first.

Subject: An invitation to feature [recipient company]

Referral programme invitation

Invites clients to a referral programme: how it works in three steps, what each side receives and where the terms are.

Subject: Introduce someone to [company name]

Award nomination submitted

Tells a client you’ve entered your work together for an award: which award, what the entry includes and when results are announced.

Subject: We’ve entered [project name] for an award

Newsletter welcome

Welcomes a subscriber once they’ve confirmed: what they’ll receive and how often, a few good places to start, and how to change how often they hear from you. Send it as a campaign.

Subject: Welcome to [newsletter name]

Brand refresh announcement

Tells customers and contacts your brand is changing: what looks different and from when, what stays exactly the same, and how to recognise genuine emails from you.

Subject: A new logo and colours from [effective date]

Feature retirement notice

Gives customers notice that a feature is being retired: the date, the reason, what replaces it, what to do before then (such as exporting data) and who can help with the move.

Subject: [feature name] is retiring on [retirement date]

New location opening announcement

Tells local customers who asked to hear from you that a new location is opening: the address, opening date and hours, and what to expect in the first days. Send it as a campaign.

Subject: We’re opening in [location area] on [opening date]

Version release notes

Tells customer administrators what one versioned release contains: the highlights, what behaves differently, anything they must do and by when, known issues and the full changelog.

Subject: [product name] [release version]: release notes

Customer education series lesson

One lesson in an email series that teaches customers to get more from a product: one idea, one step to try now, and what the next lesson covers. Send it as a campaign.

Subject: [series name]: [lesson title]

Gated content download

Sends the guide, report or toolkit someone asked for through a form: the download link, what’s inside, how long the link works and who to ask about it.

Subject: Your copy of [resource title]

Gated content follow-up

A short personal note a few days after someone downloads a resource: the part most relevant to them, one related piece, and an easy offer to talk or to say no.

Subject: A thought on [resource title]

Campaign correction notice

Corrects a campaign already sent with a wrong date, link or price: what was wrong, the right detail and a brief apology, to the same recipients. Send it as a campaign.

Subject: Correction: [corrected item] in our earlier email

Campaign launch brief

Briefs colleagues before a campaign goes out: what launches when, who it targets, the key message, the questions sales and support should expect, and where the FAQs live.

Subject: Campaign brief: [campaign name]

Campaign performance report

Reports a campaign’s results to colleagues and leadership: the goal, the figures against it, what worked, what didn’t, the lessons and the decision needed, with the dashboard linked.

Subject: [campaign name] results: [reporting period]

Competition winner notification

Tells the winner of a prize draw or competition what they’ve won, how and by when to claim it, and where the published terms are.

Subject: [competition name]: you’ve won [prize summary]

Influencer collaboration proposal

A short personal note inviting a creator to collaborate: the idea, what you’d ask them to make, how it will be labelled as paid or gifted, the usage rights and the fee or gift.

Subject: A collaboration idea for [campaign name]

Promotional offer announcement

Announces a sale or special offer to subscribers: what it covers, who qualifies, the dates, how to redeem it and where to read the terms. Send it as a campaign.

Subject: [offer name] ends [end date]

Local marketing kit for franchisees

Gives franchisees the kit for a network campaign: the campaign dates, what the kit contains, how far it may be adapted locally within brand rules and how to get local materials approved.

Subject: Your local marketing kit for [campaign name]

Abandoned basket reminder

Reminds a subscriber who left items in their basket what they chose, with a link straight back to it and a way to ask about sizing or delivery, without pressure or invented urgency. Send it as a campaign.

Subject: The items in your [company name] basket

Back in stock alert

Tells subscribers who asked about an item that it’s available again: the item, the options now in stock, the price and a link to it, with no claims about how long stock will last. Send it as a campaign.

Subject: [product name] is back in stock

Lapsed customer win-back campaign

Reconnects with subscribers who haven’t bought or visited in a while: what’s new, a current offer with its terms and end date, and a simple reply to say what they’d like to hear about. Send it as a campaign.

Subject: What’s new at [company name] since your last visit

Wishlist price drop alert

Tells a subscriber that an item on their wishlist now costs less: the previous and current price, how long the lower price applies, and a link to the item. Send it as a campaign.

Subject: A lower price on [product name]

Customer advisory board invitation

Invites a customer to join an advisory board: what members do, how often it meets and for how long, any confidentiality terms, what members receive and when to reply.

Subject: An invitation to join the [board name]

Survey closing reminder

One reminder to customers who haven’t answered a survey yet: when it closes, how long it takes and how answers are used, with thanks to anyone who has already replied.

Subject: [survey name] closes on [survey close date]

Customer survey results summary

Closes the loop with customers who took part in a survey: how many replied, the main themes, what you’ll change, what you won’t and why, and where to read the full summary.

Subject: What we heard in [survey name]

Public consultation notice

Asks the public for views on a proposal before a decision is made: what is proposed, who it affects, the closing date, the ways to respond, accessible formats and how responses will be used.

Subject: Have your say: [consultation name]

Public consultation outcome

Reports back to people who responded to a consultation: the number of responses, the main themes, what changed, what didn’t and why, and the decision’s status and date.

Subject: Consultation outcome: [consultation name]

Loyalty points statement

A statement for loyalty members, periodic or after a purchase: the points balance, what was earned and redeemed, any points due to expire and when, and their current tier.

Subject: Your [loyalty programme name] statement for [statement period]

Loyalty tier downgrade

Tells a member plainly that their loyalty tier will change: the new tier and the date, which benefits change and which stay, and what would regain the previous tier.

Subject: Your [loyalty programme name] tier is changing

Loyalty tier upgrade

Congratulates a member on reaching a higher loyalty tier: the new tier, the benefits it adds as the programme defines them, how long it lasts and what keeps it.

Subject: You’ve reached [new tier] in [loyalty programme name]

Referral not eligible

Explains plainly that a referral didn’t qualify for a reward: which referral, the programme condition it didn’t meet, and how to ask for it to be checked again.

Subject: An update on your referral [referral reference]

Referral reward earned

Confirms that a customer’s referral qualified: the reward, when and how it’s applied, and the programme terms, naming the person referred only if they agreed.

Subject: Your referral reward is confirmed

Double opt-in subscription confirmation

Asks someone who signed up to confirm their subscription with one button: what they signed up for, where and when, and that nothing happens if they ignore it.

Subject: Please confirm your subscription to [list name]

Email preferences updated

Confirms a change someone made to their email preferences: what they now receive and how often, what they’ve stopped, and what to do if they didn’t make the change.

Subject: Your email preferences are updated

Inactive subscriber check-in

Asks subscribers you haven’t heard from in a while whether they still want your emails: one button to stay, a way to get fewer, and when you’ll stop if they don’t answer. Send it as a campaign.

Subject: Do you still want to hear from [company name]?

Inactive subscriber removal notice

The last email to subscribers who didn’t answer the check-in: the date they’ll be removed, that nothing else about their account changes, and one button to stay. Send it as a campaign.

Subject: We’ll stop emailing you on [sunset date]

Unsubscribe confirmation

A one-off confirmation that someone has left a mailing list: which list, from when, what they’ll still receive about their account, and how to rejoin if it was a mistake.

Subject: You’re unsubscribed from [list name]

Embargo change notice

Tells journalists who already hold embargoed news that the embargo time has changed or lifted early: the release, the new time, the reason and whether any materials changed.

Subject: Embargo update: [release headline]

Embargoed media briefing invitation

Invites journalists on the media list to a briefing before an announcement, under embargo: when and how it runs, who will speak, the embargo terms and how to register.

Subject: Embargoed briefing: [briefing topic]

Media interview confirmation

Confirms an interview a journalist has arranged with your spokesperson: when and how it happens, who will speak, the agreed topics and ground rules, and who to call on the day.

Subject: Your interview with [spokesperson name] on [interview date]

Article pitch to an editor

A short note from a writer offering an editor an article: the working headline, the angle, why now, an outline, the length and links to published work.

Subject: Pitch: [working headline]

Case study draft approval request

Sends a customer the draft of a case study about them to approve before publication: where it will appear, the facts, quotes and logo use to check, and the date you need their answer.

Subject: Your case study draft: [case study title]

Community invitation

Invites customers to join your online community or user group: who’s in it, what happens there, the guidelines and how to join. Send it as a campaign.

Subject: Join the [community name] community

Research report launch

Shares new research with subscribers: why you ran it, how it was done, the main findings exactly as the report states them, and where to download it. Send it as a campaign.

Subject: New research: [report title]

User-generated content permission request

Asks someone personally for permission to reuse a photo, video or post they shared about you: what, where and for how long, how they’ll be credited, and that no is a fine answer.

Subject: May we share your [content type]?

Commission cancellation and kill fee

Tells a contributor that a commissioned piece won’t run: why, the kill fee their agreement sets, how to invoice it and where the rights in their work now stand.

Subject: Your piece won’t run: [working headline]

Contributor onboarding welcome

Welcomes a new writer or creator to a publication: their editor, the contributor agreement to sign, the style guide, how to file work and how payment is set up through the official portal.

Subject: Welcome as a contributor to [publication name]

Contributor revision request

Returns a contributor’s draft with the editor’s notes: the changes needed, the sources to supply for fact-checking, the target length and the date for the revised draft.

Subject: Edits for [working headline]

Editorial commissioning brief

Commissions a piece from a writer, photographer or illustrator: the angle, what it must cover, the length or specification, the filing deadline, the agreed fee and how to file.

Subject: Your commission: [working headline]

Editorial pitch acknowledgement

Confirms that a publication has a writer’s pitch or submission, gives a reference and says when to expect an answer, with a way to ask if none comes by then.

Subject: We have your pitch: [working headline]

Editorial submission accepted

Tells a writer or creator their pitch or submission is accepted: the section and planned issue, who their editor is, and the agreement to sign before work goes further.

Subject: Accepted: [working headline]

Editorial submission declined

Declines a writer’s pitch or submission plainly, with an optional line of feedback, what the section is looking for and the terms on which it may be offered elsewhere.

Subject: About your pitch: [working headline]

Pre-publication fact-check request

Asks a source or interviewee to confirm the facts and quotations attributed to them before publication, by a deadline, making clear it is a check of facts rather than approval of the story.

Subject: Checking facts for our story on [story topic]

Right of reply request

Gives a person or organisation named in a forthcoming story the chance to respond to specific points before publication, with the deadline and how their response will be used.

Subject: Request for comment: [story topic]