Full rewrite pass across all 54 email templates × 3 languages, applying the new [Fika Tone of Voice](Fika_Tone_of_Voice.md) guide plus the existing [full language prompt](full%20language%20prompt%201%20July%202026.md), with a stop-slop pass to strip AI-writing tells (filler openers, adverbs, passive voice, binary "not X, it's Y" contrasts). This supersedes the July 1 pass — that one mechanically swapped terms; this one rewrites tone, structure, and energy calibration per moment.
One deliberate exception to stop-slop: Fika's brand voice uses em dashes as a signature rhythm device (see the Tone of Voice examples table). Em dashes were kept throughout; only filler, adverbs, and passive constructions were cut.
Per the Tone of Voice's "match the energy to the moment" rule, copy was leveled up or down depending on what's happening:
onboarding, trial start, introductions, group events, newsletter.
final-hour reminders (match_reminder_35h, like_back_12h), trial-ending (trial_email_4).
group_admin_cancelled, group_user_cancelled, date_failed.
Onboarding dropoff and win-back series were rewritten to invite rather than chase:
onboarding_dropoff_d14: cut "last reminder" / "lời nhắc cuối cùng" (guilt-framedfinality) → "Still here when you're ready" / "vẫn ở đây, khi bạn sẵn sàng".
reactivation_45d/reactivation_60d/post_trial_cancel_*: removed"you haven't been active" framing wherever present; led with what's waiting instead.
membership_expiration: subject changed from a vague nudge to a plain, calm fact— "Your membership's on pause" — no countdown, no hard sell.
Negative-listing phrasing ("no swiping," "no endless messaging," "Inget fram och tillbaka") was rewritten as positive statements of what Fika does, per the Tone of Voice's "define by inclusion" rule — e.g. welcome EN: "no silence, no ambiguity" → "you'll always know where you stand"; SV: "Inget fram och tillbaka, ingen planering" → "vi sköter planeringen."
"the Story we've built for the two of you."
person can't make it — never "credit," "coin," or "point."
wherever it had crept back in (e.g. account_deletion, membership_expiration).
Swept every EN body and subject line for stripped contractions — the Tone of Voice calls this "the #1 sign copy has gone robotic." Examples: "has been deleted" → "'s been deleted" (account_deletion), "is live" → "'s live" (trial_email_1).
Removed hedges and intensifiers that add nothing: "genuinely," "really quite," "simply," "helt enkelt," "thật sự," "verkligen" — across founder_intro, reactivation_45d, and others. Cut throat-clearing openers ("Good instinct," "Here's a reminder of what's waiting for you").
Several were duplicates or near-duplicates of the subject and were rewritten to add new information (e.g. offline_event_intro, post_trial_cancel_d30).
filled in, ~85–100 characters, no full stop.
name sits" rules — e.g. reactivation_60d: "We'd love to see you back" → "We've missed you, {{first_name}}".
Swedish
möta → träffa wherever it referred to meeting a person (including alt text:"möts" → "träffas").
kompatibilitetstest treated consistently as an ett-word (det, ditt, klart).trialen → provperiod (no English "trial" left in Swedish copy).matcha/matchning → introducera/introduktion.group_admin_cancelled: "vi avbokar hellre änintroduerar" (garbled, wrong meaning) → "vi väntar hellre än introducerar."
reactivation_30d: "fikon" (Swedish for *figs*) → "fika."Vietnamese
chúng tôi → chúng mình for Fika's own voice, swept across every template (last stragglers caught in this pass: group_admin_cancelled, group_user_cancelled config preheaders).
ghép đôi / kết quả phù hợp → lời giới thiệu wherever the old matchinglanguage had survived.
characters instead of real copy (onboarding_dropoff_d10, onboarding_dropoff_d14).
English
users → members, personality test → compatibility test, matchmaking / swiping / ghosting / dating app — confirmed absent from all customer-facing copy (one harmless false-positive match on the word "Users" inside an internal template label, not shown to members).
fika (lowercase) as the concept wordExtended beyond the July 1 pass — swapped in wherever "meeting," "conversation," or a generic noun stood in for the actual event, e.g. membership_d14: "conversation" → "fika" across all three languages.
Templates that ended flat now close with a warm, forward-pointing line before the CTA button, per the Tone of Voice's "don't end flat" rule — added or strengthened in group_reminder_post_5h, like_back_12h, membership_d17, and others.
newsletter_welcome, offline_event_intro (bodies), founder_intro (body.vi.html), match_reminder_35h (body.en.html, body.vi.html), membership_d25, membership_d28, reactivation_60d (bodies) — all already matched the new voice from the July 1 pass or were written correctly from the start; verified against the full checklist below rather than edited for the sake of it.
config.json files parse as valid JSON.test/matchmaking/swiping/ghosting/dating app; SV: möta/trialen/personlighetstest/ matchning/matcha; VI: chúng tôi/ghép đôi/kết quả phù hợp).
({{first_name}}, {{partner_name}}, {{{...}}}, <%asm_preferences_raw_url%>) preserved untouched — only visible copy, subjects, and preheaders were edited.