What you'll accomplish
By the end of this guide, you'll have a Claude Project loaded with your brand's email marketing context — voice guidelines, best-performing campaigns, audience data, and performance benchmarks — so that every AI conversation starts with Claude already knowing your brand. Instead of re-explaining your brand voice every time, Claude produces on-brand copy immediately and can function as a persistent email strategist across all your campaigns.
What you'll need
How-To Guide: Build a Claude Project as Your Email Marketing Strategist
Before setting up the Project, gather these in text format:
Document 1: Brand Voice Guide (2-3 pages)
BRAND NAME: [name]
TAGLINE: [tagline]
VOICE ATTRIBUTES:
- [attribute 1]: [what this means in practice — e.g., "Direct: we don't bury the lead. The most important thing goes first."]
- [attribute 2]: [description]
- [attribute 3]: [description]
TONE BY CONTEXT:
- Promotional emails: [description]
- Re-engagement emails: [description]
- Transactional emails: [description]
- Crisis/sensitive situations: [description]
WORDS WE USE: [list preferred phrases]
WORDS WE AVOID: [list banned words/phrases]
3 EXAMPLES OF ON-BRAND COPY:
[paste 3 short email excerpts that perfectly represent your voice]
3 EXAMPLES OF OFF-BRAND COPY (to avoid):
[paste 3 examples of what NOT to sound like]
Document 2: Audience Personas (1-2 pages)
PRIMARY PERSONA: [name]
- Demographics: [age, role, context]
- What they want from us: [core desire]
- What frustrates them: [pain points]
- How they make decisions: [buying behavior]
- Language they use: [how they talk about the problem/solution]
- Emails they respond to: [types, angles, subject line styles]
SECONDARY PERSONA: [name]
[same structure]
Document 3: Performance Benchmarks
OUR EMAIL PERFORMANCE BENCHMARKS (rolling 12 months):
- Average open rate: [X%]
- Average CTR: [X%]
- Average conversion rate: [X%]
- Average unsubscribe rate per campaign: [X%]
- Best-performing campaign (last 12 months): [name, open rate, CTR]
- Worst-performing campaign: [name, open rate, CTR] — what went wrong
INDUSTRY BENCHMARKS FOR COMPARISON:
- [your industry] open rate: [X%]
- [your industry] CTR: [X%]
Document 4: Top 10 Performing Email Examples Export or paste the actual copy of your 10 best-performing emails with their performance metrics. This gives Claude the most concrete data on what works for your audience.