1. Email Guidelines
Version 1.0 / 2012
North America Customer Engagement

2. Email Guidelines
Table of contents
Overview..................................................................................... 3 Email Design
Planning your email strategy ................................................ 5 Email Types................................................................................ 16
Anatomy of an email ............................................................... 6 The Photoshop (PSD) template ........................................... 17
Fixed elements ......................................................................... 7 Promotional template: Header options.............................. 18
Editable elements: The marketing opportunity ............... 8 Promotional template: Body options.................................. 19
Design best practices............................................................. 9 Account-related template ...................................................... 20
Design best practices: Examples ....................................... 10
Copy best practices: Voice and tone ................................ 11 Graphic Tool Kit
Copy best practices: Absolutes ......................................... 12 Typography ................................................................................ 22
Copy best practices: By part .............................................. 13 Color palette .............................................................................. 23
Mobile best practices ............................................................. 14 Photography .............................................................................. 24
Photography: How-to ............................................................. 25
The brand is in our hands ..................................................... 27
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3. Email Guidelines
Overview: PayPal NA email guidelines
Every one of us – over 11,000 strong – holds the brand in our hands. It will live or die by
our actions. Email is a critical customer touchpoint, and one of our most visible brand
ambassadors. Let’s make sure it’s one of our strongest as well.
As you go through the creative process, make sure you’re coming from the point of view
of our brand promise: We make it simpler for you to get more of what you want from
your money.
Our promise is founded on these brand pillars:
Secure, always: We keep your money and personal information safe and secure at all times,
no matter where, how or when you use it.
Simple: We create intuitive, fast, and easy experiences.
Fierce advocate for you: We innovate tools that put you in the driver’s seat; giving you
more control and greater value.
how we treat each other and our customers.
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4. Email Guidelines
Overview: PayPal NA email guidelines (continued)
We must stay true to who we are:
Helpful: Never step out of the customer’s shoes. Generously share your talent, time, and knowledge with
customers, coworkers, and partners.
Human: Create the experiences we ourselves would want to use. Work from a place of understanding
that there’s a real person with real needs and wants at both ends of any transaction.
Innovative: Find new ways of doing things, shape change, leverage technology to simplify everything we do.
Vigilant: Shoulder the responsibility of trust, protect what matters most to our customers.
Courageous: Be brave, remove barriers, acknowledge and correct mistakes, have a point of view, and do what’s right.
This document provides you with guidelines on how to incorporate brand, design, and email best practices into email
creative. It will also help you determine what kind of email you’d like to send, the elements required, and the framework to build it.
Over time, mapping to the master brand tenets and using these guidelines will build credibility, trust, and provide an optimal
customer experience with our email messaging. Maintain visual and tonal consistency across all PayPal email communications
to reassure our customers that they only receive emails of value.
Let’s get started.
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5. Email Guidelines
Planning your email strategy
You can generally expect a reader to spend less than 15 seconds scanning an email, so it’s important to deliver messages
that are worth their time. Be concise. And always communicate the value of your email message. Keep this in mind as
you familiarize yourself with this document and build a deeper relationship between PayPal and its customers.
So... you want to send an email.
Once you’ve done your research and have an idea of what you want your customer to understand and “do”
,
put yourself in their shoes and ask:
Who’s sending this email?
What do you want me to do?
Why should I do it?
Work towards making the answers to these questions loud and clear – they’ll make it easier to reach your customers
and your goals!
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6. Email Guidelines
Anatomy of an email
Get to know the parts that make up an email. It’ll make it easier to discuss and
1
to provide feedback on your creative.
2
1 Friendly from line: PayPal emails sent through North America send from
paypal@e.paypal.com, but there are opportunities to modify left of the
atmark (@). PayPal Insider, PayPal Advantage, and PayPal MasterCard
3
2 Subject line: Line of text that appears in an email inbox, next to the
friendly from line. First customer touchpoint.
3 Preheader: The top section of an email that includes a super subject line
(SSL) and “View online” text link.
4
Super subject line (SSL): A text link in the preheader that states the
5
It appears in Outlook as a desktop alert.
Optimize the SSL to work with the subject line – and not to repeat it –
since the SSL and the subject line may appear side by side. 6
4 Header: Includes the PayPal logo, lead headline, and hero image.
Also includes the main CTA button unless the email is an account-related
one-way communication email (see page 20).
5 Call to action (CTA): Interactive element of an email that requires user to 7
click to drive conversion. Can be displayed as a button (primary; above
the fold) or text links (secondary, tertiary, or informational).
8
6 Body: Hosts the main content of the email. Keep copy clear and concise.
Use bullets and bold key actionable phrases to make scannable.
7 Recovery module: Fixed text links providing access to useful information
via the PayPal website.
8 Footer: Bottom section of an email used for footnoted copy,
legal content, and unsubscribe/opt-out text links.
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7. Email Guidelines
Fixed elements
in any way.
Fixed
Preheader
Refer to subject line best practices (see page 13). Fixed
Keep PayPal logo locked in the upper left-hand corner. Logo should not link.
Always include an SSL (see page 13).
Make super subject line fully clickable for all messages except:
1. Account-related emails with no call to action or super subject lines.
2. Account-related emails with marketing modules.
Header
Limit to one CTA button above the fold.
Body
Always personalize the greeting: Hello [FIRSTLAST],
Recovery module
Fixed
Footer
Keep in mind that opt-out and unsubscribe links in the footer are
provided by the email service provider. Fixed
Include any terms and conditions.
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8. Email Guidelines
Editable elements:
The marketing opportunity Marketing opportunity
Now that you’ve locked down your required elements, you can shape your
the creative brief – It’ll help you capitalize on your marketing opportunity
and hone your message. It should be simple and singular. These assets will
help accentuate your message and create cohesion across a campaign: Co-branded logo
Use of twin bands.
Use of imagery.
Use of icons.
Use of color.
Copy and messaging.
Use of marketing module.
Co-branded partner logos.
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9. Email Guidelines
Design best practices
It takes more than great aesthetics to drive success. Great design signals intent,
brand guidelines to create a familiar PayPal voice and creating visual prompts
that generate response.
When customers open an email, they don’t read, they scan. So create a
visual hierarchy that makes your main message unmistakably primary.
When possible, display copy with HTML and always keep it brief.
1
1 Place the CTA above the fold mark (300 pixels).
300 px fold
2 Use bullet points to help the eye scan key points.
2
* “Above the fold” refers to the portion of email that’s visible without scrolling. Page 9

10. Email Guidelines
Design best practices: Examples
Do not... Do... use twin bands only for Silhouetted
photo header template.
...go over three lines.1
have max of 3
lines for header
and subhead.
...use Twin bands
for this layout.2
...have competing CTA buttons.3 have only 1 button image.
1. Keep headlines to one or two lines when possible. See page 13.
2. Does not conform to this template.
3. Confuses primary action. See page 13. Page 10

11. Email Guidelines
Copy best practices: Voice and tone
Voice is constant. Tone is contextual. Talk to your customer, not at them. And don’t talk about how wonderful PayPal is,
talk about what it means to the customer.
Voice and tone Do not... Do...
Use plain English with a conversational tone. “PayPal has many advantages over traditional “Tired of bank fees? PayPal understands and
can show you a better way.
Get straight to the point by using active verbs. “PayPal is a faster, easier way to send payments.” “Send payments fast and easy with PayPal.”
Use active language in the present tense. “Once you’ve added your bank account as a
funding source to your PayPal account, you’ll of your PayPal account. It’s easy. Just add your bank
account as a way to pay within your PayPal account.”
Lead with verbs. It creates an inherent call to “With PayPal Here, you can accept payments “Accept payments everywhere with PayPal Here.”
action, and shows readers what they can do. everywhere.”
Make your reader the subject by using the “Customers love using PayPal because it’s faster, “We think you’ll love using PayPal. It’s faster,
second person. easier, and more secure.” easier, and more secure.”
Keep words and phrases clear and simple. “When you use PayPal services, you’ll get “Get paid fast with PayPal.”
paid fast.”
Eliminate jargon by breaking down “Why does my PayPal account only have “I’d like to use PayPal for more than just sending
internal language. send capabilities?” money. How do I do that?”
Use contractions. They’re friendly and “Unfortunately, you have not met the $5000 “Unfortunately, you haven’t met the $5000
support our brand tone and voice. requirement...” requirement...”
“PayPal makes it easy to send or receive “Send or receive money by signing up for a
customer’s perspective. money. To get started, sign up now.” PayPal account.”
Avoid introductory phrases to trim copy and “By signing up for Bill Me Later, you can add “Bill Me Later is a PayPal service that gives you
focus on your recipient.
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12. Email Guidelines
Copy best practices: Absolutes
Absolutes Do not... Do...
Avoid absolutes when talking about PayPal “PayPal uses the strongest encryption tools “PayPal is an industry leader in the use of
products and services. They’re rarely accurate, in the world.” encryption.”
and can get PayPal into legal trouble. Words like
“Sign up for a free PayPal account.” “It’s free to sign up for a PayPal account.”
best to avoid them or get legal guidance early in
the process.
“PayPal doesn’t expose your information
to anyone.” when you pay.”
“Get paid instantly.” “Get paid quickly.”
“More than 184 million members.” “More than 184 million accounts.”
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13. Email Guidelines
Copy best practices: By part
A good messaging strategy uses all initial touchpoints (friendly from line, subject line, super subject line, headline,
and primary CTA) to deliver a singular message that communicates who’s sending the email, why readers should
open the email, what’s in it for them, and what you want them to do about it.
Friendly from line Headline
PayPal currently uses PayPal Insider, PayPal Advantage, and PayPal
MasterCard.
what converts.
Subject line Keep headlines to one or two lines, but no more than three (see page 10).
Refer to page 23 for color guidance.
and SSL display side by side in many email clients. Make the most of your Call-to-action buttons
character count by avoiding repetition.
Use the CTA button as a point of action.
Limit the subject line to 50 characters. If you go over that count, pay close
All design and copy elements should incent readers to click the CTA button.
Use two words or fewer in most cases.
Adhere to voice and tone guidelines.
Use a verb that communicates the action.
Avoid substituting symbols (/, +, &, etc.) for words.
Limit the button verbiage to one action.
Test often to get the best conversion rates.
Use ALL CAPS.
Personalization can be used when it’s tested.
Body
Super subject line
Use the body of the email to persuade your reader to act.
Keep it brief.
Do not use the SSL to repeat the subject line.
Remember – People don’t read, they scan.
Link this line to the same destination as your primary CTA.
Adhere to voice and tone guidelines (see page 11).
In general, keep super subject lines to 70 characters or less.
Reiterate the primary CTA with a text link below the fold.
Do not use ALL CAPS in subject line or SSL. If the subject line or SSL is
a single sentence, omit end-stop periods if character count is an issue.
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14. Email Guidelines
Mobile best practices
20-30% of PayPal email response occurs on a mobile device. So make it a
priority to create mobile-friendly emails.
General best practices for mobile content:
Keep tappable links from overlapping. Having links close together makes
Design your emails to scale down for legibility and engagement. Maintain a
legible point size and design for multiple mobile platforms.
Like emails read on desktop clients, keep all relevant information from the
preheader down to the primary CTA above the fold.
Keep descriptions to one short sentence.
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15. Email Design

16. Email Guidelines
Email types
What type of email are you creating?
Promotional email Account-related email
These emails deliver non-promotional messages regarding PayPal
propositions and a clear call to action. accounts, such as new terms and conditions, legal obligations,
monthly statements, or policy updates.
The promotional template can be used for:
Account-related emails may also include:
Consumer and merchant emails.
Co-branded emails. FYI communication (without a call to action).
Two-way communications (with a call to action).
Promotional marketing modules.
20off... % Hello [FIRSTLAST],
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17. Email Guidelines
The Photoshop (PSD) template
Master Template
has been organized to make
Promotional Account-related
(Promotional only)
Twin bands Photo header Silhouette
(Promotional only)
Option A Option A Option A
Option B Option B Option B
(Promotional only)
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18. Email Guidelines
Promotional template: Header options
Read the descriptions below to help you decide which template to use:
Twin bands Photo header Photo header (Silhouette)
Use twin bands color to draw eye to text. Places the text in an environment. Use for products and silhouetted photos.
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19. Email Guidelines
Promotional template: Body options
Read the descriptions below to help you decide which template to use:
Singular message Marketing module Three-column Three-row
Supports primary message. Supports secondary message Allows for three promotions. Flexibility to promote multiple
Doesn’t support additional (i.e. additional merchant messaging, additional content.
messages. cross-sell messaging). Can scale as necessary.
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20. Email Guidelines
Account-related template
Use the account-related template to communicate new terms and
conditions, legal obligations, monthly statements, or policy updates.
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21. Graphic Tool Kit

22. Email Guidelines
Typography
Spec Term Font Size Weight Hex
Preheader Arial 11px Bold 0079C1
Headline* Arial 22px Regular See Color page 23
Subhead* Arial 18px Regular See Color page 23
Body Copy Arial 14px Regular 666666
Text Link Arial 14px Bold 0079C1
Recovery Module Arial 11px Bold 666666
Footer Arial 11px Regular 666666
Footer Link Arial 11px Bold 0079C1
* You can apply the primary and secondary color palette to the headline and subhead.
Note: You cannot mix colors from each set. For example, do not mix Sea with Lime. Sea should be used with Aqua and do not reverse the order. Page 22

23. Email Guidelines
Color palette
Primary Palette Secondary Palette Neutral Palette
PayPal’s signature color impression combines our Use the secondary palette as an accent to create The neutral palette is intended to be use
two proprietary blues with abundant white space. visual interest and engagement - more prominent sparingly to organize information and create
usage in customer experiences. more functional environments.
Pay Blue Pal Blue Leaf Lime Sand Pale Sand
Hex: 00457C Hex: 0079C1 Hex: 6DB33F Hex: C2CD23 Hex: 959484 Hex: E7E5D3
Tomato Tangerine Slate Pale Slate
Hex: B32317 Hex: F8981D Hex: 717074 Hex: E6E7E8
Sea Aqua Black
Hex: 007C85 Hex: 26BCD7 Hex: 000000
Plum Berry
Hex: 7A003C Hex: F15F7C
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24. Email Guidelines
Photography
Do not... Do...
Don’t use photos that were obviously posed or shot in a studio with
models. Avoid multiple bright colors/saturated colors in the photo, optimistic, magnetic, and authentic. Always strive for diversity in
cluttered backgrounds, or busy compositions. ethnicity, age, locale, and the situation.
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25. Email Guidelines
Photography: How-to
In Photoshop
Monotone Hue:
Create and adjustment layer
Select “Vibrance”
Adjust levels to impact color
Mask only the area impacted
Correct contrast:
Created an adjustment layer
Select “Curves”
Adjust curves to impact overall
contrast of the image
“Pal” blue accent:
Create an adjustment layer
Select “Hue/Saturation”
Adjust levels to closely match
“Pal” blue
With a few techniques in Adobe Mask only the area impacted
Photoshop, you can alter any
images to be brand-aligned.
Image should be altered so that
the backgrounds is “toned back” ,
allowing the primary subject and
the “Pal” blue area to “pop”
.
This bold addition of a blue
element adds a distinctive
and “ownable” quality to the
photographs.
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26. Email Guidelines
Photography: How-to (continued)
In Photoshop
Monotone hue:
IMPORTANT NOTES:
IMPORTANT NOTES: Create and adjustment layer
Select “Vibrance”
You’re not mandated to use photography in every piece Adjust levels to impact color
of communication. Don’t use a photo unless it enhances Mask only the area impacted
the headline in some way. There are many times when Correct contrast:
words are all you need to do the job. Created an adjustment layer
Select “Levels” and “Curves”
It’s your call to select and purchase the brand-aligned Adjust Levels to impact the color contrast
images based on what you need to communicate. If you “Pal” blue accent:
Create an adjustment layer
don’t have budget (royalty-free images for the web are Select “Hue/Saturation”
usually less than $200 USD), there is a small library of Adjust levels to closely
already-licensed, purchased, and retouched images on match “Pal” blue
Mask only the area impacted
PayPal Brand Central.
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27. Email Guidelines
The brand is in our hands
Our brand can be one of the single biggest drivers of growth for PayPal. A strong, relevant
brand is not a nice-to-have. It’s a must-have. To get there, we must listen to our customers,
understand their needs and wants, and, above all, deliver the simplest, safest and most
rewarding customer experience, every time.
Every day, as we do our work, we need to ask ourselves these four questions:
1. Secure
Are we making sure customers know they have the most up-to-date and innovative security...always?
2. Simple
Are we creating simple and intuitive experiences that make it easy for customers to make the
decisions they want to make?
3. Advocate
4. More
Are we making it SIMPLER for our customers to get more of what they want from their money?
If you have any questions, please contact Michael Lomio at mlomio@paypal.com.
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