Email & SMS Campaign Drafting

Different channels, different rules — draft for each one correctly

Email and SMS are not the same conversation, shortened

It’s tempting to write one promo message and just trim it down for SMS. That produces mediocre results in both channels. Email is a channel people opened on purpose, with room for a subject line, a story, and a clear visual hierarchy. SMS is a channel that interrupts someone’s day, with a hard character budget and a much higher bar for “is this worth the interruption.” Treat them as two different jobs.

Email: the anatomy of a promotional send

• Subject line + preview text. These are the only two things that determine whether the email gets opened at all — spend real effort here, and ask for several options.
• Opening line. Should work even if nothing above it (subject line) got read carefully. Don’t bury the offer three sentences in.
• Body. One clear message per email — resist the urge to cram in three unrelated promotions.
• Call to action. One primary button/link, stated clearly, repeated if the email is long.

Draft a promotional email for my store, "Coastal Supply Co."
CAMPAIGN: 20% off all outdoor gear, this weekend only (Sat-Sun)
AUDIENCE: past customers who bought hiking or camping gear
GOAL: drive weekend sales, secondary goal is highlighting our new
tent line

Give me:
1. 3 subject line options (under 50 characters), varying in tone:
   one urgent, one curious/intriguing, one plain and direct
2. Matching preview text for each (under 90 characters)
3. Email body: 1 short opening line, 2-3 sentences on the sale, a
   short callout for the new tent line, one clear CTA button label

Brand voice: outdoorsy, straightforward, avoid exclamation-point
overload.

SMS: say less, mean more

SMS marketing messages typically run 1-2 sentences. There’s no subject line to hook attention — the whole message has to earn the interruption in the first few words, and it has to include an opt-out reminder to stay compliant with regulations like the TCPA in the US.

Draft 3 SMS variations (under 160 characters each, including the
opt-out line) for the same weekend sale: 20% off outdoor gear,
Sat-Sun only. Include "Reply STOP to unsubscribe" in the character
count. Tone: brief, plain, no emoji.

Lifecycle and automated flows

Beyond one-off blasts, most stores run automated sequences — welcome series, abandoned cart, post-purchase. These benefit from being drafted together so the tone and pacing feel intentional across the whole sequence rather than each email feeling written in isolation.

Draft a 3-email abandoned cart sequence for my store.
Email 1 (1 hour after abandonment): gentle reminder, no discount
Email 2 (24 hours after): address a common objection (shipping cost,
  sizing uncertainty), still no discount
Email 3 (72 hours after): small incentive, 10% off, light urgency
  (code expires in 48 hours)

For each: subject line, preview text, 2-3 sentence body, CTA.
Keep the same brand voice throughout so the sequence feels connected.

Personalization tokens

Both email and SMS platforms (Klaviyo, Mailchimp, etc.) support merge tags like {{first_name}} or {{cart_item}}. Tell Claude which tokens your platform supports and where they’d naturally fit — it’ll weave them in naturally rather than bolting “Hi {{first_name}}!” onto an otherwise generic message.