Writing email and transactional

Email is personal but still Sporting Scouter — direct, evidence-based, no hype.

Subject lines

• Clear and specific — what is inside
• No false urgency or clickbait
• Benefit when it helps open rates: "Your weekly reputation summary"

Greetings

Hi [Name], for marketing and lifecycle. Transactional may omit name when unknown.

Sign-offs

Avoid casual athletic sign-offs ("See you at the finish line") in B2B product email unless the campaign is explicitly athlete-facing.

Body tone

• One purpose per email — one primary action
• Short paragraphs; link text describes destination
• Plain language; define verification terms on first use in lifecycle emails

Transactional patterns

• Invite to review: State event name, organizer, and why the email is legitimate
• Receipt / plan change: Precise amounts, dates, links to billing
• Security: No embedded passwords; describe action required

Technical

Design for Arial fallback (Outlook). Custom fonts are optional enhancement, not dependency.