Guides

  • Guides

    These guidelines will help you create content that's both consistent and high quality.

  • Email marketing tips

    Read our email marketing guidelines for tips on subject lines, structure and calls to action.

    Best practices for emails

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    Persuasion principles

    Learn the 6 key principles of persuasion. Find out how to tailor your content to boost conversions.

    Be more persuasive

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    How to write content

    Learn more about how to write digital content and understand how to talk to your customers online.

    Understand your audience

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  • How people read online

    Find out how people consume content online and notice how different it is compared to print.

    Optimise your layouts

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    Writing style guide

    Keep your content consistent by following our editorial rules and guidance.

    Find your writing style

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    About tone of voice

    Understand what a tone of voice is and why it's important in how we speak to our customers.

    Master your tone

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  • Publishing checklist

    Before you launch your content into the universe, check that it's the best it can be.

    Read more

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