Messaging framework
A structured approach to crafting messages that convert — from cold outreach to onboarding sequences.
The core loop
Every message follows a three-beat rhythm: hook, value, call to action. The hook earns attention in under two seconds. The value proves you understand the recipient's problem. The CTA makes the next step frictionless.
Channel rules
Subject under 40 chars. Body under 120 words. One CTA. Plain text outperforms HTML 3:1 in cold sequences.
In-app
Trigger-based only. Max two sentences. Dismissible. Never interrupt a task in progress.
Push
Title under 30 chars. Body under 60. Deep-link to the exact screen. Rate-limit to one per day per user.
SMS
160 chars hard cap. Identify yourself in the first three words. Opt-out keyword always present.
Tone stack
Write at a Grade 6 reading level. Use active voice. One idea per sentence. Replace jargon with concrete nouns. Read every draft aloud — if it sounds like a human, ship it.
Measurement
Track open rate, click rate, and conversion to the next step in the funnel. A/B test one variable at a time. Kill variants that underperform the control by more than 15% after 500 sends.
Next: Onboarding sequences →