How do you use Claude to write on-brand promo emails?

Does Claude already sound like your brand?

Test it before you build anything. Ask it for a promo email for your next offer and read it out loud. If it already writes the way your brand talks, promo copy can be close to perfect with very little effort, and you can skip straight to the inspiration step below.

If it sounds like it could have come from any store in the world, you need to teach it your voice first. You only have to do it once.

How do you teach Claude your tone of voice?

Go and grab ten pieces of copy that you like and chuck them into a new Claude project. Emails that did well, product descriptions you’re proud of, captions that sounded like you on a good day. Pick pieces you’d happily send again.

Then ask Claude to write a tone of voice guide from them. You want it to pull out your common phrases, the words you use, how long your sentences run and how you talk to customers. Read the guide, fix anything it got wrong, and save it in the project so every chat starts from it.

Now when you ask for an email inside that project, it’s working from your voice instead of the average of the internet.

What are the three levels of a promo email?

I think about it in three levels, and you don’t need to be on level three to make money.

Level one is the seven-minute email. Go to your website, screenshot two reviews, chuck them into an image block, write some copy, put a header on it, send to all. Email done. No AI required, and it’s a perfectly good email.

Level two is the same idea with Claude writing the copy in your voice, from the project you set up above. You still keep the build simple.

Level three is the full build. You start from an inspiration email, have Claude rewrite it for your offer, generate the image blocks with an image tool like ChatGPT using that inspiration email and your brand guidelines, then load it all into a template.

Where do you find inspiration emails?

Milled, Really Good Emails and Pinterest all have great content. Download the ones you like and save them on a Figma board so you’ve got a planning area.

Then pick one inspiration email for every email in your campaign plan. Screenshot it, give it to Claude inside your tone of voice project, and ask it to rewrite the email for your offer in your voice. You keep the structure that caught your eye and lose everything that belongs to the other brand.

If you want to automate this part, subscribe to 10 to 20 brands you admire and have their emails fed into a board automatically. Review it once a month and pull out anything worth borrowing.

Why ask for a safe subject line and a savage one?

Because left alone, most of us pick the safe one every time. So when Claude presents a subject line, ask it to do one that’s safe and one that’s savage.

The safe one is the line you’d normally send. The savage one should make you a little nervous. Having both side by side stops you settling for the first sensible idea, and if your email platform lets you split test subject lines, run them against each other and let your list decide.

Make it a standing instruction in the project so you never have to remember to ask.

How do you build the email itself?

Keep it simple. The 80/20 with Klaviyo emails now is image blocks, and most of the emails we build are image-based. Write the copy in Claude, make the image blocks, and drop them into a Klaviyo template.

Use the Klaviyo builder for the things that need to stay live: rich text, dynamic product blocks, discount codes and abandoned cart content. Those are the bits you’ll want to change without rebuilding an image.

Whatever you build, make it easy to edit later. That matters far more than looking clever.