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Keep subjects short, natural case, no emojis, no sales words.

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Patterns to test

  • Personalized: firstName`, quick question` | `Question about `property
  • Short: roof plan? | winter prep | “firstName, quick one
  • Connection: Found you via source | `Working with managers in `city
  • Curiosity: “firstName, odd question|quick roof note
  • Useful: reduce roof costs | prevent leak season

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Safety checks

  • Avoid ALL CAPS, punctuation spam, and words like “free/discount/sale”
  • Do not use links or tracking in Email 1
  • Test one variable at a time and let each run to 50–100 sends

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Length & personalization

  • Aim for ~30–50 characters so it fits on mobile
  • Use light tokens where available: firstName, address, company, city
  • Focus on an outcome or pain (e.g., leak prevention, winter prep)