Copy Doc Requirements

Formatting rules for the Google Docs copy document

Doing Good Digital — Last updated March 2026

Contents

  1. Copy Deck Format
  2. Segments
  3. Buttons
  4. Signatures
  5. Forwarded Emails (FWD)
  6. Merge Fields
  7. Links
  8. General Formatting
  9. Banner Images
  10. Preview Text
Important The Email Builder only works if the copy doc is formatted correctly. Follow every rule below to ensure clean, error-free email generation.

1 Copy Deck Format

A consistent copy deck format must be used each time. The builder parses the Google Doc by looking for specific heading patterns, metadata fields, color-coded segments, and formatting conventions. Deviating from the format will cause parsing errors or missing content.

2 Segments

  1. Use full paragraph breaks (Enter/Return) to separate different segments — never Shift+Enter (soft line break).
  2. Background colors for segments must be consistent throughout the entire doc. The same segment must always use the same highlight color.
  3. Segment labels in the body copy must match the segment name in the Segmentation Key exactly.
  4. Segment labels (e.g., “Engaged Audience”) must be on their own line — never combined with body copy on the same line.
  5. Every paragraph of segment-specific text must have the segment’s background color applied. Don’t leave segment-specific lines uncolored.
  6. Shared content that appears in all segments should have no background color.
Example Correct: Each segment’s text is on its own line with the matching highlight color, separated by full paragraph breaks.
Wrong: Two segments on the same line separated by Shift+Enter, or segment text without the highlight color applied.

3 Buttons

  1. Buttons must be written with angle brackets — e.g., <Make a Gift>.
  2. Each button must be on its own line/paragraph — never on the same line as other body text.
  3. Don’t apply formatting (bold, italic, etc.) to the angle brackets themselves.
  4. Do not add square brackets inside the angle brackets — use <Donate Now>, not <[Donate Now]>.
Example Correct: <Donate Now> on its own line, no formatting on the brackets.
Wrong: <[Donate Now]> with extra square brackets, or <Donate Now> with bold on the brackets.

4 Signatures

  1. Every email should include a signature in the copy doc. Never leave it blank and assume the builder will add one automatically.
  2. To explicitly omit a signature, write [No Signature] on its own line where the signature would normally go. The builder will skip the signature section for that email.
  3. If only certain segments should have a signature, include the signature text with that segment’s background color. Segments that should not have a signature should include [No Signature] with their own segment color.
Fallback behavior Behavior when no signature is found depends on the client. Some builders will insert a default organization signature; others will simply omit the signature section entirely. Don’t rely on either — always be explicit about whether an email should have a signature or not.
Example — Segment-specific signature Susan P. Ludwig
President ← Only the yellow (Current Donors) segment gets the full signature.
[No Signature] ← The cyan (Lapsed Donors) segment explicitly omits the signature.

5 Forwarded Emails (FWD)

  1. The email title/heading must clearly indicate it is a forward. Use the format: “Email #5 FWD” (email number first, then FWD).
  2. In the body copy, indicate which email is being forwarded using bracket notation on its own line: [FWD of Email 4]
  3. Do not use other formats like —FWD EMAIL 3, ###FWD EMAIL 3, or --- FWD Email 3. Use only the bracket notation.
  4. The base email (the one being forwarded) must also exist in the same document. If Email #5 FWD references Email #4, then Email #4 must be present.
  5. The FWD email’s body copy is what appears above the forwarded divider. Write it as normal body copy. The builder automatically stitches the base email’s content below the divider.
Correct format Heading: Email #5 FWD | 2/24

Body copy:
Hi [[S1:first_name]],

I wanted to make sure you saw this update...

[FWD of Email 4]
Common mistake Putting the FWD marker mid-paragraph or using inconsistent notation (dashes, hashes, etc.) will cause the builder to miss the forward reference. Always use [FWD of Email N] on its own line.

6 Merge Fields

  1. Use a consistent format for merge fields: [[S1:field_name]] with exact double brackets and syntax.
  2. Common fields: [[S1:first_name]], [[S1:last_name]], [[S1:email]].
  3. Don’t add extra spaces inside the brackets or change the casing of field names mid-document.

8 General Formatting

  1. Each email’s subject line, preview text, and sender info must be filled in — never leave fields blank.
  2. Always use full paragraph breaks (Enter/Return) between different types of content — labels, buttons, and body paragraphs should never share a line via Shift+Enter.
  3. When pasting from other sources, paste as plain text first (Ctrl+Shift+V) to avoid hidden characters or invisible formatting.
  4. Empty lines between sections are fine and encouraged for readability.

10 Preview Text

  1. Each segment that has different preview text must have its own colored line in the Preview Text field.
  2. Don’t combine multiple segments’ preview text on a single line.

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