- 1. Email GuidelinesVersion 1.0 / 2012North America Customer
Engagement
2. Email GuidelinesTable of
contentsOverview.....................................................................................
3 Email DesignPlanning your email strategy
................................................ 5 Email
Types................................................................................
16Anatomy of an email
............................................................... 6
The Photoshop (PSD) template
........................................... 17Fixed elements
.........................................................................
7Promotional template: Header options..............................
18Editable elements: The marketing opportunity ...............
8Promotional template: Body
options.................................. 19Design best
practices.............................................................
9Account-related template
...................................................... 20Design
best practices: Examples .......................................
10Copy best practices: Voice and tone
................................ 11 Graphic Tool KitCopy best
practices: Absolutes ......................................... 12
Typography
................................................................................
22Copy best practices: By part
.............................................. 13Color palette
..............................................................................
23Mobile best practices
.............................................................
14Photography
..............................................................................
24Photography: How-to
............................................................. 25The
brand is in our hands
..................................................... 27Page 2 3.
Email GuidelinesOverview: PayPal NA email guidelinesEvery one of us
over 11,000 strong holds the brand in our hands. It will live or
die byour actions. Email is a critical customer touchpoint, and one
of our most visible brandambassadors. Lets make sure its one of our
strongest as well.As you go through the creative process, make sure
youre coming from the point of viewof our brand promise: We make it
simpler for you to get more of what you want fromyour money.Our
promise is founded on these brand pillars:Secure, always: We keep
your money and personal information safe and secure at all times,no
matter where, how or when you use it.Simple: We create intuitive,
fast, and easy experiences.Fierce advocate for you: We innovate
tools that put you in the drivers seat; giving youmore control and
greater value.how we treat each other and our customers.Page 3 4.
Email GuidelinesOverview: PayPal NA email guidelines (continued)We
must stay true to who we are:Helpful: Never step out of the
customers shoes. Generously share your talent, time, and knowledge
withcustomers, coworkers, and partners.Human: Create the
experiences we ourselves would want to use. Work from a place of
understandingthat theres a real person with real needs and wants at
both ends of any transaction.Innovative: Find new ways of doing
things, shape change, leverage technology to simplify everything we
do.Vigilant: Shoulder the responsibility of trust, protect what
matters most to our customers.Courageous: Be brave, remove
barriers, acknowledge and correct mistakes, have a point of view,
and do whats right.This document provides you with guidelines on
how to incorporate brand, design, and email best practices into
emailcreative. It will also help you determine what kind of email
youd like to send, the elements required, and the framework to
build it.Over time, mapping to the master brand tenets and using
these guidelines will build credibility, trust, and provide an
optimalcustomer experience with our email messaging. Maintain
visual and tonal consistency across all PayPal email
communicationsto reassure our customers that they only receive
emails of value.Lets get started. Page 4 5. Email
GuidelinesPlanning your email strategyYou can generally expect a
reader to spend less than 15 seconds scanning an email, so its
important to deliver messagesthat are worth their time. Be concise.
And always communicate the value of your email message. Keep this
in mind asyou familiarize yourself with this document and build a
deeper relationship between PayPal and its customers.So... you want
to send an email.Once youve done your research and have an idea of
what you want your customer to understand and do,put yourself in
their shoes and ask: Whos sending this email? What do you want me
to do? Why should I do it?Work towards making the answers to these
questions loud and clear theyll make it easier to reach your
customersand your goals! Page 5 6. Email GuidelinesAnatomy of an
emailGet to know the parts that make up an email. Itll make it
easier to discuss and1to provide feedback on your creative.21
Friendly from line: PayPal emails sent through North America send
[email protected], but there are opportunities to modify left
of theatmark (@). PayPal Insider, PayPal Advantage, and PayPal
MasterCard32 Subject line: Line of text that appears in an email
inbox, next to thefriendly from line. First customer touchpoint.3
Preheader: The top section of an email that includes a super
subject line(SSL) and View online text link.4Super subject line
(SSL): A text link in the preheader that states the5 It appears in
Outlook as a desktop alert.Optimize the SSL to work with the
subject line and not to repeat it since the SSL and the subject
line may appear side by side. 64 Header: Includes the PayPal logo,
lead headline, and hero image.Also includes the main CTA button
unless the email is an account-relatedone-way communication email
(see page 20).5 Call to action (CTA): Interactive element of an
email that requires user to 7click to drive conversion. Can be
displayed as a button (primary; abovethe fold) or text links
(secondary, tertiary, or informational).86 Body: Hosts the main
content of the email. Keep copy clear and concise.Use bullets and
bold key actionable phrases to make scannable.7 Recovery module:
Fixed text links providing access to useful informationvia the
PayPal website.8 Footer: Bottom section of an email used for
footnoted copy,legal content, and unsubscribe/opt-out text
links.Page 6 7. Email GuidelinesFixed elementsin any
way.FixedPreheader Refer to subject line best practices (see page
13).Fixed Keep PayPal logo locked in the upper left-hand corner.
Logo should not link. Always include an SSL (see page 13). Make
super subject line fully clickable for all messages except:1.
Account-related emails with no call to action or super subject
lines.2. Account-related emails with marketing modules.Header Limit
to one CTA button above the fold.Body Always personalize the
greeting: Hello [FIRSTLAST],Recovery moduleFixedFooter Keep in mind
that opt-out and unsubscribe links in the footer are provided by
the email service provider.Fixed Include any terms and
conditions.Page 7 8. Email GuidelinesEditable elements:The
marketing opportunityMarketing opportunityNow that youve locked
down your required elements, you can shape yourthe creative brief
Itll help you capitalize on your marketing opportunityand hone your
message. It should be simple and singular. These assets willhelp
accentuate your message and create cohesion across a
campaign:Co-branded logo Use of twin bands. Use of imagery. Use of
icons. Use of color. Copy and messaging. Use of marketing module.
Co-branded partner logos. Page 8 9. Email GuidelinesDesign best
practicesIt takes more than great aesthetics to drive success.
Great design signals intent,brand guidelines to create a familiar
PayPal voice and creating visual promptsthat generate response.When
customers open an email, they dont read, they scan. So create
avisual hierarchy that makes your main message unmistakably
primary.When possible, display copy with HTML and always keep it
brief.11Place the CTA above the fold mark (300 pixels).300 px
fold2Use bullet points to help the eye scan key points.2* Above the
fold refers to the portion of email thats visible without
scrolling. Page 9 10. Email GuidelinesDesign best practices:
ExamplesDo not...Do... use twin bands only for Silhouetted photo
header template....go over three lines.1have max of 3lines for
headerand subhead. ...use Twin bands for this layout.2 ...have
competing CTA buttons.3 have only 1 button image.1. Keep headlines
to one or two lines when possible. See page 13.2. Does not conform
to this template.3. Confuses primary action. See page 13. Page 10
11. Email GuidelinesCopy best practices: Voice and toneVoice is
constant. Tone is contextual. Talk to your customer, not at them.
And dont talk about how wonderful PayPal is,talk about what it
means to the customer.Voice and toneDo not...Do...Use plain English
with a conversational tone. PayPal has many advantages over
traditional Tired of bank fees? PayPal understands and can show you
a better way.Get straight to the point by using active verbs.PayPal
is a faster, easier way to send payments. Send payments fast and
easy with PayPal.Use active language in the present tense. Once
youve added your bank account as afunding source to your PayPal
account, youllof your PayPal account. Its easy. Just add your bank
account as a way to pay within your PayPal account.Lead with verbs.
It creates an inherent call to With PayPal Here, you can accept
payments Accept payments everywhere with PayPal Here.action, and
shows readers what they can do. everywhere.Make your reader the
subject by using the Customers love using PayPal because its
faster,We think youll love using PayPal. Its faster,second
person.easier, and more secure.easier, and more secure.Keep words
and phrases clear and simple.When you use PayPal services, youll
getGet paid fast with PayPal.paid fast.Eliminate jargon by breaking
down Why does my PayPal account only haveId like to use PayPal for
more than just sendinginternal language.send capabilities?money.
How do I do that?Use contractions. Theyre friendly
andUnfortunately, you have not met the $5000 Unfortunately, you
havent met the $5000support our brand tone and voice.
requirement...requirement...PayPal makes it easy to send or receive
Send or receive money by signing up for acustomers perspective.
money. To get started, sign up now. PayPal account.Avoid
introductory phrases to trim copy and By signing up for Bill Me
Later, you can addBill Me Later is a PayPal service that gives
youfocus on your recipient.Page 11 12. Email GuidelinesCopy best
practices: AbsolutesAbsolutes Do not... Do...Avoid absolutes when
talking about PayPal PayPal uses the strongest encryption tools
PayPal is an industry leader in the use ofproducts and services.
Theyre rarely accurate, in the world.encryption.and can get PayPal
into legal trouble. Words likeSign up for a free PayPal account.Its
free to sign up for a PayPal account.best to avoid them or get
legal guidance early inthe process.PayPal doesnt expose your
informationto anyone. when you pay.Get paid instantly. Get paid
quickly.More than 184 million members.More than 184 million
accounts. Page 12 13. Email GuidelinesCopy best practices: By partA
good messaging strategy uses all initial touchpoints (friendly from
line, subject line, super subject line, headline,and primary CTA)
to deliver a singular message that communicates whos sending the
email, why readers shouldopen the email, whats in it for them, and
what you want them to do about it.Friendly from line Headline
PayPal currently uses PayPal Insider, PayPal Advantage, and PayPal
MasterCard. what converts.Subject line Keep headlines to one or two
lines, but no more than three (see page 10). Refer to page 23 for
color guidance. and SSL display side by side in many email clients.
Make the most of your Call-to-action buttons character count by
avoiding repetition. Use the CTA button as a point of action. Limit
the subject line to 50 characters. If you go over that count, pay
close All design and copy elements should incent readers to click
the CTA button. Use two words or fewer in most cases. Adhere to
voice and tone guidelines. Use a verb that communicates the action.
Avoid substituting symbols (/, +, &, etc.) for words. Limit the
button verbiage to one action. Test often to get the best
conversion rates. Use ALL CAPS. Personalization can be used when
its tested. BodySuper subject line Use the body of the email to
persuade your reader to act. Keep it brief. Do not use the SSL to
repeat the subject line. Remember People dont read, they scan. Link
this line to the same destination as your primary CTA. Adhere to
voice and tone guidelines (see page 11). In general, keep super
subject lines to 70 characters or less. Reiterate the primary CTA
with a text link below the fold. Do not use ALL CAPS in subject
line or SSL. If the subject line or SSL is a single sentence, omit
end-stop periods if character count is an issue. Page 13 14. Email
GuidelinesMobile best practices20-30% of PayPal email response
occurs on a mobile device. So make it apriority to create
mobile-friendly emails.General best practices for mobile content:
Keep tappable links from overlapping. Having links close together
makes Design your emails to scale down for legibility and
engagement. Maintain a legible point size and design for multiple
mobile platforms. Like emails read on desktop clients, keep all
relevant information from the preheader down to the primary CTA
above the fold. Keep descriptions to one short sentence. Page 14
15. Email Design 16. Email GuidelinesEmail typesWhat type of email
are you creating?Promotional email Account-related emailThese
emails deliver non-promotional messages regarding
PayPalpropositions and a clear call to action.accounts, such as new
terms and conditions, legal obligations,monthly statements, or
policy updates.The promotional template can be used
for:Account-related emails may also include:Consumer and merchant
emails.Co-branded emails. FYI communication (without a call to
action). Two-way communications (with a call to action).
Promotional marketing modules.20off...% Hello [FIRSTLAST], Page 16
17. Email GuidelinesThe Photoshop (PSD) templateMaster Templatehas
been organized to makePromotionalAccount-related (Promotional
only)Twin bands Photo header Silhouette (Promotional only) Option
AOption A Option A Option BOption B Option B (Promotional only)
Page 17 18. Email GuidelinesPromotional template: Header
optionsRead the descriptions below to help you decide which
template to use:Twin bandsPhoto header Photo header (Silhouette)Use
twin bands color to draw eye to text. Places the text in an
environment. Use for products and silhouetted photos.Page 18 19.
Email GuidelinesPromotional template: Body optionsRead the
descriptions below to help you decide which template to
use:Singular message Marketing module Three-columnThree-row
Supports primary message. Supports secondary messageAllows for
three promotions.Flexibility to promote multiple Doesnt support
additional(i.e. additional merchant messaging,additional content.
messages. cross-sell messaging).Can scale as necessary. Page 19 20.
Email GuidelinesAccount-related templateUse the account-related
template to communicate new terms andconditions, legal obligations,
monthly statements, or policy updates.Page 20 21. Graphic Tool Kit
22. Email GuidelinesTypography Spec TermFontSizeWeight Hex
PreheaderArial 11pxBold 0079C1 Headline*Arial 22pxRegularSee Color
page 23 Subhead* Arial 18pxRegularSee Color page 23 Body CopyArial
14pxRegular666666 Text LinkArial 14pxBold 0079C1 Recovery
ModuleArial 11pxBold 666666 Footer Arial 11pxRegular666666 Footer
LinkArial 11pxBold 0079C1* You can apply the primary and secondary
color palette to the headline and subhead.Note: You cannot mix
colors from each set. For example, do not mix Sea with Lime. Sea
should be used with Aqua and do not reverse the order. Page 22 23.
Email GuidelinesColor palettePrimary PaletteSecondary
PaletteNeutral PalettePayPals signature color impression combines
our Use the secondary palette as an accent to create The neutral
palette is intended to be usetwo proprietary blues with abundant
white space. visual interest and engagement - more
prominentsparingly to organize information and create usage in
customer experiences. more functional environments.Pay Blue Pal
BlueLeafLime SandPale SandHex: 00457CHex: 0079C1 Hex: 6DB33F Hex:
C2CD23Hex: 959484 Hex: E7E5D3 TomatoTangerineSlate Pale Slate Hex:
B32317 Hex: F8981DHex: 717074 Hex: E6E7E8 Sea Aqua Black Hex:
007C85 Hex: 26BCD7Hex: 000000 PlumBerry Hex: 7A003C Hex: F15F7C
Page 23 24. Email GuidelinesPhotographyDo not... Do...Dont use
photos that were obviously posed or shot in a studio withmodels.
Avoid multiple bright colors/saturated colors in the photo,
optimistic, magnetic, and authentic. Always strive for diversity
incluttered backgrounds, or busy compositions.ethnicity, age,
locale, and the situation.Page 24 25. Email GuidelinesPhotography:
How-to In Photoshop Monotone Hue: Create and adjustment layer
Select Vibrance Adjust levels to impact color Mask only the area
impacted Correct contrast: Created an adjustment layer Select
Curves Adjust curves to impact overall contrast of the image Pal
blue accent: Create an adjustment layer Select Hue/Saturation
Adjust levels to closely matchPal blue With a few techniques in
AdobeMask only the area impacted Photoshop, you can alter any
images to be brand-aligned. Image should be altered so that the
backgrounds is toned back , allowing the primary subject and the
Pal blue area to pop. This bold addition of a blue element adds a
distinctive and ownable quality to the photographs.Page 25 26.
Email GuidelinesPhotography: How-to (continued)In PhotoshopMonotone
hue:IMPORTANT NOTES:IMPORTANT NOTES:Create and adjustment
layerSelect Vibrance Youre not mandated to use photography in every
pieceAdjust levels to impact color of communication. Dont use a
photo unless it enhances Mask only the area impacted the headline
in some way. There are many times whenCorrect contrast: words are
all you need to do the job.Created an adjustment layerSelect Levels
and Curves Its your call to select and purchase the
brand-alignedAdjust Levels to impact the color contrast images
based on what you need to communicate. If you Pal blue
accent:Create an adjustment layer dont have budget (royalty-free
images for the web are Select Hue/Saturation usually less than $200
USD), there is a small library of Adjust levels to closely
already-licensed, purchased, and retouched images on match Pal
blueMask only the area impacted PayPal Brand Central. Page 26 27.
Email GuidelinesThe brand is in our handsOur brand can be one of
the single biggest drivers of growth for PayPal. A strong,
relevantbrand is not a nice-to-have. Its a must-have. To get there,
we must listen to our customers,understand their needs and wants,
and, above all, deliver the simplest, safest and mostrewarding
customer experience, every time.Every day, as we do our work, we
need to ask ourselves these four questions:1. SecureAre we making
sure customers know they have the most up-to-date and innovative
security...always?2. SimpleAre we creating simple and intuitive
experiences that make it easy for customers to make thedecisions
they want to make?3. Advocate4. MoreAre we making it SIMPLER for
our customers to get more of what they want from their money?If you
have any questions, please contact Michael Lomio at
[email protected] 27
