How we write
Email conventions
Email is one of the highest-frequency channels Buffini uses to reach Members, prospects, and partners. These rules govern how email copy is written and structured.
Subject line rules
- Use sentence case. The same rules that apply to headlines apply here.
- Write statements, not questions. Questions create uncertainty. Statements convey value and confidence.
- No emoji. Emoji in subject lines are off-brand for Buffini.
- Keep subject lines under 50 characters where possible. Mobile clients truncate at approximately 40 characters.
- Do not use all caps, excessive punctuation, or multiple exclamation points
- Avoid spam-trigger language: Free, guaranteed, act now, limited time, you’ve been selected
Not thisIs your real estate business ready for what’s coming?
ThisWhat the top agents are doing differently this year
Subject line: statement vs. question in practice
Sender name rules
There is no single standard sender name across Buffini email. Match the sender name to the context and relationship. A coaching email may come from a named coach or a company-wide announcement from Buffini. Ensure the sender name is recognizable to the recipient.
Body copy guidelines
- Email readers scan. Write short paragraphs of one to three sentences. Put the most important information first. Do not bury the call to action.
- Use second person throughout. Write to one person, not a group. “You” not “Members” or “agents.”
Preheader text guidelines
The preheader appears after the subject line in the inbox preview. Treat it as a second subject line, not a repeat of the first. It should add information.
Not thisSubject: Your next step in Work by Referral / Preheader: Your next step in Work by Referral
ThisSubject: Your next step in Work by Referral Preheader: Brian Buffini breaks down the three habits that separate top producers
Preheader text in practice
