Email is the core content type in Embellish. Whether you're writing a single newsletter or a five-part launch sequence, here's how to make the most of the email writing experience.
Creating an email
Inside any project, click Add Content at the bottom of the content sidebar and select Email. A new email is created with the title "New Email" and a status of "Plan." You'll land in the editor, ready to start.
The email fields
Emails have four main areas to work with:
Subject Line
This is the first thing your reader sees — and the single biggest lever for whether they open your email or scroll past it.
The subject line field includes:
A merge field button (tag icon) for inserting personalization like first name or company
A copy button for quickly copying the subject line to your clipboard
Tips for strong subject lines:
Keep it under 50 characters for mobile compatibility
Front-load the important words — the first 3–4 words matter most
Create curiosity without being misleading
Avoid ALL CAPS and spam trigger words like "FREE" or "ACT NOW"
Preview Text
The preview text (also called a preheader) shows next to or below the subject line in most email clients. It's a second chance to convince your reader to open.
Like the subject line, it supports merge fields and a copy button.
Tips for preview text:
Aim for 40–100 characters
Complement the subject line — add context or intrigue, don't repeat it
Include a benefit or reason to open
Avoid starting with "View in browser" or similar utility text
Content Brief
The collapsible "Context" section holds the Content Brief for this specific email. Use it to capture:
What this email is about
What you want the reader to do after reading
Any specific angle or tone
Key details (offers, deadlines, links)
The AI reads this brief when generating content, so even a few bullet points can significantly improve the quality of AI drafts.
Email Body
The main editor where you write the email itself. This is a full rich text editor with formatting tools, AI assistance, and keyboard shortcuts.
A good email body typically follows a simple structure:
Hook — Open with something that connects to the reader's situation
Body — Deliver value, tell a story, or make your case
Call to action — One clear ask, not three competing ones
Using AI to write your email
You have several ways to get AI help while writing:
AI Copilot — As you type, the AI may suggest completions in gray "ghost text." Press Tab to accept a suggestion, or keep typing to ignore it.
AI Commands — Select text and press Cmd+J (Mac) or Ctrl+J (Windows) to open the AI menu. You can ask the AI to rewrite, expand, shorten, or transform your selected text.
AI Chat — Use the chat panel on the right to have a conversation with the AI. Ask it to draft the full email, brainstorm subject lines, or refine a section. It has access to your Brand Profile, Project Brief, and Content Brief for context.
Learn more about the AI Copilot →
Merge fields
Merge fields let you insert personalization tokens into your subject line, preview text, and email body — things like {{first_name}} or {{company}}.
To insert a merge field:
Click the tag icon next to the subject line or preview text, or use the merge field button in the body editor toolbar
Browse or search the available fields
Click a field to insert it at your cursor position
The available merge fields depend on your selected email platform (HighLevel, ActiveCampaign, Mailchimp, etc.). You can change your platform from the toolbar.
The writing workflow
A typical email writing session might look like this:
Fill in the Content Brief — Capture what this email is about and what you want it to do
Draft the body — Write it yourself, use the AI copilot for suggestions, or ask the AI Chat to generate a first draft
Write the subject line — Sometimes easier to write after the body is done, when you know exactly what the email says
Add preview text — Write a complement to the subject line that gives one more reason to open
Review and refine — Read it through, tighten the copy, and update the status to "Ready"
Export — Copy the clean HTML and paste it into your email platform
Tips for writing emails that matter
Write to one person. Even if you're sending to 5,000 people, write as if you're talking to one. The reader should feel like this email was meant for them.
Lead with value, not with selling. The emails your audience remembers are the ones that gave them something — a new perspective, a useful tip, a moment of recognition. The sale follows naturally.
Keep paragraphs short. One to three sentences. White space is your friend in an inbox.
One CTA per email. Competing calls to action create decision paralysis. Pick the one thing you want them to do, and make it easy.
Sound like yourself. This is the whole point of Embellish. Your Brand Profile, your brief, your AI — they're all working to help you sound like you. Trust the process and let your voice come through.