Swimply Creative System

Creative System

Design Rules

Core rules that govern every Swimply email. Typography, color, spacing, and components are locked. Layout and imagery stay flexible.

Background Rule

📣

Blue Background

Campaign and marketing moments. Promotions, seasonal blasts, product launches. Signals something special is happening.

📋

White Background

Lifecycle and transactional default. Welcome flows, booking confirmations, onboarding, nudges. Clean and utilitarian.

Guest Emails

Color Palette

Navy

#142039

Email Blue

#0E86C8

Cyan

#00B2FF

White

#FFFFFF

Core Rules

🎨Blue (#0E86C8) hero background for campaign blasts. White for lifecycle and transactional.
🔤Body type: system sans-serif stack. Headings max 32px. All-caps sparingly for labels and CTAs only.
🖱️Primary CTA: white pill button with navy or blue text. One primary CTA per section. Never stack two primary CTAs.
📐Max email width: 600px. Section padding: 32px top/bottom. Content padding: 24px left/right.
🖼️Lifestyle photography over studio. Real guests at real pools. UGC-style preferred when available.
⚠️Never use more than two background colors in a single email. Every section is either blue or white, not alternating randomly.

Recommended Modules

H1H2H3 H4F1F2F3F4F5F6 L1L2R1D1D2M1M2

Host Emails

Color Palette

Navy

#142039

Email Blue

#0E86C8

Cyan

#00B2FF

White

#FFFFFF

Core Rules

🏠White background is the default for host lifecycle emails. Reserve blue for host campaign moments (peak season kickoffs, earnings milestones).
💬Copy references earnings, bookings, and hosting performance, not discovery. Replace guest CTAs with host CTAs like "Manage listings" or "See your stats".
🗂️Prefer F2 (white feature rows) over F1 (blue feature rows) for informational and instructional content.
⚠️Do not use listing grid modules (L1, L2) in host emails. Hosts manage properties, they are not browsing pools.
📈Data and stats perform well with host audiences. F4 (stat tiles) and F8 (savings table) can be adapted for earnings comparisons and booking rates.

Recommended Modules

H1H2 F2F4F6F8R1D1D2M2

Summer Pass Emails

Color Palette

Source blues from the Passes 2026 Figma file (left 3 emails only).Summer Pass has its own gradient system. Never approximate from the standard guest palette.

Pass Gradient

Figma ref

White Text

#FFFFFF

Cyan Accent

#00B2FF

Core Rules

☀️All-blue. Summer Pass emails are always campaign mode. No white sections. The entire email lives in the blue gradient system.
🔤White text only. No navy or dark text on blue backgrounds.
🖱️CTA: white pill button with blue text. This is the only CTA variant for Summer Pass emails.
🎟️F7 (Pass product card) is the anchor module. Always include it immediately after the hero.
⚠️Never mix Summer Pass color tokens with the standard guest palette. These are isolated systems.

Required Modules

H1F7M1 H2F5F8F6D1

Winter / Igloo Emails

Isolated system. Source everything from the Fall/Winter Assets Figma file, LCM page only.Winter/Igloo has its own color, imagery, and component language. Never mixed with other palettes.

🔒Only source colors, imagery, and components from the Fall/Winter Assets Figma LCM page.
❄️Cool, moody photography. Hot tubs, igloos, firepits, cozy indoor venues. No summer pool imagery.
🎨Deeper, richer blues and darker backgrounds are appropriate. H3 (dark photo hero) is especially suited here.
📅Seasonal window is October through February. Do not use winter assets outside this range.
🖼️When in doubt, show a hot tub with steam. Warm lighting preferred over cold/overcast.

Typography Rules (All Email Types)

Headline

H1 / 28-32px

Bold. Short. One emotional punch. Max 8 words. All-caps for short punchy variants only.

Subhead

H2 / 18-22px

Section-level label or supporting context. Sentence case. Often paired with a section below it.

Body

Body / 14-16px

Max 3 lines per section. Short paragraphs. Never justify. Left align or center, never right.

Module Library

18 Building Blocks

Every Swimply email is assembled from this library. Reference modules by ID in briefs. Designers pull a module and push copy to it.

Hero Modules — H1, H2, H3, H4

Blue Gradient Hero — Text + CTA

Full-width blue hero. Bold headline, supporting line, centered CTA. No imagery. Maximum impact with minimum distraction.

This Weekend

IT'S FRIDAY. YOU KNOW WHAT THAT MEANS.

The weekend's better with a private pool. Find yours.

Find a Pool Near Me →

Headline8 words max. Emotional hook. All-caps optional.

Subline1-2 supporting lines. Context or reason to click.

CTA ButtonWhite pill, blue text. "Find a Pool Near Me →". Verb-first, 3-5 words.

When to UseCampaign blasts, Summer Pass, product launches. Blue bg only.

Blue Gradient Hero — Text + Lifestyle Photo

Blue hero with embedded lifestyle photo alongside the text. Adds warmth and aspiration to campaign openings.

🔥

Cap off a long week with a relaxing soak in a private hot tub

Headline6-8 words. Paired with a specific venue or category.

SublineSupporting context. Optional.

CTA ButtonWhite pill, blue text. "Browse Pools →", "Find Courts →". Verb-first.

ImageLifestyle photo. Pool, court, venue. Portrait or square crop.

When to UseWhen the visual anchor helps sell the category. Good for guest blasts featuring a specific venue type.

Full Photo Hero — Text Overlay

Full-bleed hero photo with headline and CTA overlaid. Works in bright lifestyle or dark moody variants depending on imagery.

Real guests.
Real reviews.

See Reviews →

ImageHigh-quality venue or lifestyle photo. Must read under overlay.

HeadlineShort and punchy. White text. Max 6 words.

CTA ButtonFrosted white pill, dark text. "See Reviews →", "Explore Now →". Optional — skip if hero leads into content.

When to UseReview emails, social proof moments, seasonal campaigns with strong imagery. Works for guest and winter/igloo.

Section Headline — Icon Badge + Centered Text

Centered category icon badge above a bold headline. Used to introduce a section or new category mid-email. White background.

🏠

Discover the benefits of Swimply Homes

From intimate gatherings to full-day celebrations — private spaces, your way.

Icon BadgeCategory icon in a colored circle. Color matches the campaign theme (pink for Homes, blue for Pools, green for Pets, etc.).

HeadlineBold. Centered. "Discover the benefits of Swimply [Category]" or custom. Max 10 words.

SublineOptional. 1 short sentence. Expands on the headline without repeating it.

When to UseSection introductions, category launches, feature announcements. Sits above F2 or F5 when an email introduces a new category or benefit set. White background only.

Feature Modules — F1 through F8

Feature Rows — Blue Background

Alternating image + text rows on blue. Dashed scallop dividers between rows. Campaign energy.

Pickleball Courts

Private courts. No time limits. Book by the hour.

Book a court →

Private Pools

No strangers. Just your group, all day.

Find pools →

Explore All Categories →

Row TitleFeature name or category. White text. e.g. "Pickleball Courts"

Row Copy1-2 lines. White text. Benefit-led.

ImageVenue or lifestyle. 1 image per row. Emoji placeholder above = category hint.

Row LinkUnderline text link per row. "Book a court →". Deep-links to category.

CTA ButtonWhite pill at section bottom. "Explore All →" or category-specific.

When to UseGuest campaign emails. Showcasing features, categories, or venue types. Blue bg only.

Feature Rows — White Background

Same structure as F1 but on white. Clean and informational. Preferred for host emails and lifecycle flows.

Update Your Listing Photos

Hosts with great photos earn 2x more. Here's how to do it in 5 minutes.

Update photos →

Set Your Peak Pricing

Summer demand is 40% higher. Adjust your rates now.

Manage pricing →

Manage My Listing →

Row TitleFeature or tip name. Navy text. e.g. "Update Your Listing Photos"

Row Copy1-2 lines. Dark text. Benefit or instruction.

ImageVenue, product, or illustrative photo.

Row LinkBlue underline text link per row. "Update photos →", "Manage pricing →".

CTA ButtonBlue pill, white text (white bg variant). "Manage My Listing →".

When to UseHost lifecycle. Onboarding. Instructional sections. Informational guest emails. White bg only.

Tile Grid — Square Photos + Label

Grid of square photo tiles, each with a category or amenity label below. 2, 3, or 4 columns.

Tile ImageSquare crop. Category photo or amenity.

Tile Label1-3 words. "Pools", "Courts", "Hot Tubs". Centered below tile.

Tile LinkEntire tile is clickable. Deep-links to category search. No separate button needed — the tile IS the CTA.

When to UseAmenities and category discovery. Works on blue or white bg. Often paired with H1 or H2.

Stat Tiles — Photo + Overlaid Number

Photo tiles with a bold stat overlaid. Used for milestone moments, Year in Review, or social proof at scale.

2.4M

Bookings in 2024

$1,400

Avg Host Earnings

45K

Spaces Available

4.9★

Avg Rating

Stat NumberBold. Oversized. White. Formatted: 2.4M, $1.4K, 4.9★.

Stat LabelShort uppercase label below the number. "Bookings in 2024".

PhotoVenue or category photo. Shown behind a color overlay — pick an image that reads as a shape, not detail.

When to UseYear in Review. Milestone announcements. Social proof at scale. Host earnings highlights.

Use Case Grid — 2x2 Lifestyle + Caption

2x2 grid of lifestyle photos, each with a short use case or occasion caption. Shows how people use Swimply.

Birthday pool party

After-work cool-down

Family summer day

Bachelor / bachelorette

Caption3-6 words. Occasion-led. "Birthday pool party." "After-work cool-down."

PhotoLifestyle. Real people enjoying the space. Horizontal crop.

Tile LinkEntire tile is clickable. Deep-links to occasion search or pass page. The tile IS the CTA.

When to UseSummer Pass occasion framing. Guest discovery emails. Any "what can I do with Swimply" moment.

Benefit List — Checkmarks

White background. Green circle checkmark + short benefit per row. Used to surface feature highlights and objection-busters.

✓

No commitment after purchase

✓

Works at 45,000+ pools and courts

✓

No booking fees, ever

Get the Summer Pass →

IconGreen circle ✓. One per row. Consistent across all rows.

BenefitMixed case. 4-8 words. Objection-busting. "No commitment after purchase."

CTA ButtonBlue pill. "Get the Summer Pass →". Appears below the list. Always include.

When to UsePass value props. Conversion moments. Countering objections. Works on white or light gray backgrounds.

Pass Product Card

The Summer Pass product card. Blue gradient background, pass name, price, and key inclusions. Required in all Summer Pass emails.

Swimply Summer Pass

$99

/ season

✓

Unlimited bookings all summer

✓

50% off peak-hour rates

✓

No booking fees, ever

✓

Early access to new listings

Get the Pass →

Pass Name"Swimply Summer Pass" — appears as eyebrow label above price.

PriceLarge white. The anchor number. "/ season" or "/ month" subscript.

Inclusions3-4 checkmark rows. What the pass includes. Short sentences.

CTA ButtonFull-width white pill, blue text. "Get the Pass →" or "Buy Now →". Always full-width in this module.

When to UseRequired for all Summer Pass emails. The anchor module. Always placed after the hero.

Savings Comparison Table

Side-by-side comparison table. Pass vs. no pass, or Swimply vs. alternatives. Highlights savings or value advantage.

This Summer

4 Sessions

Pass ✓

Cost

$160

$99

Booking fees

$12–18

Access

Limited

Unlimited

Column HeadsCol 1: row label. Col 2: "Without Pass". Col 3: "With Pass" (highlighted blue bg).

Row LabelsCost, Booking fees, Access, Peak hours. 3-4 rows max.

ValuesDollar amounts, checkmarks, or short text. Pass column always wins.

When to UseSummer Pass value sell. Use when a direct cost comparison strengthens the case to buy.

Listing Modules — L1, L2

2x2 Listing Grid

Four listing cards in a 2x2 grid. Photo, venue name, location, and price. Guest discovery emails only.

Listing PhotoTop pool or venue photo. From platform. Square crop.

Venue NameFrom platform. Keep as-is.

LocationCity or neighborhood. 1 line.

Price + LinkStarting rate in blue. Entire card is clickable. "From $45/hr" — the price IS the CTA pull.

When to UseGuest discovery and campaign blasts. Never in host emails.

Stacked Listing Cards

Full-width stacked listing cards. Photo on left, details on right. More detail per listing than L1. Good for featured picks.

Palm Springs Oasis

📍 Austin, TX · Heated

$45/hr

★★★★★ 4.9 · 48 reviews

The Blue Lagoon

📍 Miami, FL · Private

$60/hr

★★★★★ 4.8 · 31 reviews

PhotoVenue photo. Square crop on left. Portrait orientation works best.

Name + LocationVenue name bold. City/neighborhood in gray below.

Amenity Tags2-3 highlights inline with location. "Heated · Private · Hot tub."

Price + CTA ButtonPrice left-aligned in blue. "Book Now" blue pill right-aligned. Both within the card row.

When to UseFeatured or curated picks. "Pools Near You" sections. Guest emails only.

Social Proof — R1

Review Cards — Stars + Quote

Stacked or 2-column review cards. Star rating, quote, and guest attribution. Builds trust and social proof.

⭐⭐⭐⭐⭐

Enjoyed the space, loved how understanding and accommodating the host was. A birthday well spent with loved ones.

— Diana

⭐⭐⭐⭐⭐

Best pool day we've had. Easy to book, great host, and the space was exactly as pictured.

— Marcus L.

Find Your Pool →

Stars★★★★★ Always 5-star. In gold (#F6AD55).

QuoteReal review, lightly edited. Italicized. 1-2 sentences. In quotation marks.

AttributionFirst name + city only. "— Sarah M., Austin TX". Never full last name.

CTA ButtonBlue pill below review stack. "Find Your Pool →" or category-specific. Converts the social proof into action.

When to UseAny email where trust is the CTA. Review-focused sends. Pairs well with H3 for a full review-themed email.

Dividers — D1, D2

Wave Divider — Blue to White

Smooth wave shape transitioning from a blue section into white below. Soft, branded transition.

DirectionBlue above, white below. Do not invert.

When to UseTransition between a blue section and white content below. One D1 per email.

Dashed Scallop Divider

A horizontal dashed line used to separate rows within a feature section. Lightweight and on-brand.

ColorWhite/translucent on blue. Light gray on white.

When to UseBetween rows inside F1 or F2. Never as a full section break — use D1 for that.

Shared Marketing Modules — M1, M2

Summer Pass Banner

Persistent Summer Pass promotional banner. Inserts into any guest email as a secondary conversion module.

Swimply Summer Pass

Get your 2026
Summer Pass —
55% off ends April 15

~~$149~~ → $67

Get the Pass →

🦆

SUMMER '26

HeadlineOne punchy line. "Unlimited Swims. One Summer."

SublineValue hook. Optional. "From $99 · Unlimited access all season."

CTA ButtonWhite pill, blue text. "Get the Pass →". 3–4 words max.

When to UseInsert into guest campaign emails during Summer Pass active window. Never standalone in lifecycle flows.

Referral Banner

Referral program promotional banner. Shareable offer, credit amount, and CTA. Persistent secondary module across guest and host emails.

Earn credits all summer long ☀️

Give $10 off · Get $10 in credits

Invite Friends, Earn Credits

HeadlineReferral hook. "Invite a Friend. You Both Get $X."

Credit AmountMake the number prominent in cyan. $20. $50. Big and scannable.

CTA ButtonCyan pill, white text. "Share Your Link →".

When to UseFooter of guest or host emails. Especially strong after a first booking or first hosting experience.

Brief Format

How to Brief the Creative Team

Every creative brief follows the same structure: email type, module stack, copy slots, and imagery direction. The module stack replaces layout wireframes. Designers pull the modules and push the copy.

Brief Template

Copy this format for every creative request

Email Name

e.g. "Summer Kick-Off Blast — June 2026"

Email Type

Guest Campaign / Guest Lifecycle / Host Campaign / Host Lifecycle / Summer Pass / Winter-Igloo

Goal

What action should the reader take? What is the one conversion point?

Module Stack

List module IDs in order. e.g. H2 + D1 + L1 + F6 + M2

Copy Slots

One row per module. Module ID + field name + approved copy or direction.

Imagery Direction

Describe the photo vibe per module. Attach reference images or Figma links where available.

Deadline

Design: [date]. Copy approval: [date]. Send: [date].

Notes

Anything the designer needs to know. Variations, Klaviyo block IDs, A/B tests, etc.

Worked Examples

Example 1: TGIF Friday Blast

Guest Campaign — Weekly send

Email Type

Guest Campaign

Goal

Drive weekend bookings. One click to search by category near user location.

Module Stack

H1Blue hero — text + CTA only. Weekend energy headline.

D1Wave divider — blue to white.

F3Tile grid — 4 category tiles (Pools, Courts, Hot Tubs, Saunas).

L12x2 listing grid — top local picks for the weekend.

M2Referral banner — footer placement.

Copy Slots

Headline

It's Friday. You know what that means.

Subline

The weekend's better with a private pool. Find yours.

CTA

Find a Pool Near Me

Tile Labels

Pools / Pickleball Courts / Hot Tubs / Saunas

Headline

Invite a friend. Get $20 toward your next booking.

Imagery Direction

F3 tiles: top-performing category images from the asset library. L1: 4 high-rated local listings. Bright, sunny, blue water.

Example 2: Summer Pass Launch

Summer Pass — Product launch send

Email Type

Summer Pass

Goal

First-time purchase of Summer Pass. One clear conversion point. No competing CTAs.

Module Stack

H1Blue gradient hero. Launch energy headline.

F7Pass product card — the anchor. Price, inclusions, CTA.

F5Use case grid — 4 occasions to use the pass.

F8Savings table — Pass vs. 4 individual bookings.

F6Benefit list — 3 objection-busting benefits.

M1Pass banner — footer reinforcement CTA.

Copy Slots

Headline

Your whole summer. One pass.

CTA

Get the Pass

Price

$99 / season

Inclusions

Unlimited bookings / 50% off peak hours / No booking fees / Early access to new listings

Benefits

No commitment after purchase / Works at 45,000+ pools / Cancel anytime

Imagery Direction

F5: joyful groups at pools — families, friend groups, couples. Bright sun. Source from Passes 2026 Figma lifestyle bank.

Example 3: Host Peak Season Kickoff

Host Campaign — Seasonal send

Email Type

Host Campaign

Goal

Prompt hosts to update calendars and pricing ahead of peak summer demand. Drive listing page visits.

Module Stack

H2Blue hero with pool lifestyle photo. Earnings theme.

F4Stat tiles — platform-level summer booking stats.

F2Feature rows — 3 tips: update calendar, set peak pricing, update photos.

F6Benefit list — earnings potential reminders.

M2Referral banner — invite another host.

Copy Slots

Headline

Your busiest summer starts now.

CTA

Manage My Listing

Stats

3.2M bookings last summer / $1,400 avg host earnings / 40% demand increase May-August

Benefits

Hosts with updated photos earn 2x more / Peak pricing = 35% higher per booking

Imagery Direction

H2: beautiful pool from host perspective, not guest POV. F4: lifestyle shots with stats overlaid. F2 rows on white bg.

Example 4: Amenities Discovery Blast

Guest Campaign — Category awareness

Email Type

Guest Campaign

Goal

Drive awareness and clicks for underutilized amenity categories. Pickleball, saunas, basketball courts.

Module Stack

H2Blue hero with lifestyle photo. Category discovery theme.

F1Feature rows blue — 3 featured amenity categories with imagery.

D1Wave divider.

F3Tile grid — 6 amenity tiles for quick-click discovery.

L2Stacked listing cards — 3 featured picks from the new categories.

Copy Slots

Headline

It's not just pools anymore.

Subline

Courts. Saunas. Hot tubs. Fire pits. All private. All bookable.

Tile Labels

Pickleball / Basketball / Tennis / Sauna / Hot Tub / Fire Pit

Imagery Direction

F1 rows: action shots preferred (people playing pickleball, in hot tub, etc.). F3 tiles: clean venue shots. Bright, inviting. From LCM asset bank.

Copy Direction

Voice, Tone, and Territories

Four active creative territories, six voice rules, and do/don't guidance for writing Swimply email copy.

Core Voice Rules

Short and Confident

Subject lines under 50 chars. Hero headlines under 8 words. No hedging language. Say what you mean.

Sensory and Specific

Name the feeling, not just the feature. "Splash with the kids" beats "family-friendly pool rental."

You-First Language

Put the reader first. "Your perfect weekend" not "Swimply helps users find weekends." The user is the protagonist.

No Em Dashes

Never use em dashes in client-facing copy. Use periods, colons, commas, or parentheses instead.

CTAs are Promises

The CTA should describe what happens after the click. "Find My Pool" beats "Learn More." Verbs that imply action.

Warmth Without Slang

Friendly and accessible. Not trying too hard. Avoid forced casual. Natural and inviting.

The Joy of the Private

The feeling of having a space entirely to yourself or your people.

Leans into exclusivity, intimacy, and ownership. Contrast with public pools or shared spaces. Works especially well for guest acquisition and summer campaign sends.

Write This

"No strangers. No sharing. Just you."

"Your own pool, all afternoon."

"The public pool called. We hung up."

Not This

"Swimply offers private pool access."

"Book a pool for your group today."

"Experience premium aquatic wellness."

Memories Worth Making

The emotional payoff of gathering and creating a moment together.

Focuses on the occasion and the people, not the product. Birthdays, reunions, first summers, last-minute decisions that turn into perfect days. Warm, nostalgic, and forward-looking.

Write This

"The birthday party they'll talk about for years."

"Your kids are growing up fast. Make this one count."

"The plan was last minute. The memory wasn't."

Not This

"Perfect for events and gatherings."

"Book an affordable venue for your party."

"Create special moments with friends and family."

The Upgrade That's Already Nearby

Private pools and courts are not far or expensive. They're one tap away.

Counters the "it's not for me" objection. Emphasize proximity, affordability, and ease. Strong for reactivation and first-time buyer moments.

Write This

"There's a pool 3 miles from you. It's $45 for 3 hours."

"The upgrade is closer than you think."

"This summer doesn't have to feel like every other summer."

Not This

"Access thousands of pools at great prices."

"Swimply makes it easy to book private spaces."

"Discover a new way to enjoy your summer."

Pure Pool Joy ☀️

The unfiltered excitement of a perfect pool day. Emojis always. Energy always.

This territory lives at the intersection of summer nostalgia and right-now excitement. It's not aspirational or sophisticated — it's pure, contagious fun. Think: the feeling of jumping in on a hot day, kids screaming with happiness, floaties, cold drinks, sunscreen smell. Every communication in this territory carries at least one emoji. The writing is loose, punchy, and sounds like it was written by the most fun person in the group chat. Works best for blast campaigns, flash promotions, summer season openers, and SMS.

Territory Rule: Every message in T6 must have at least one emoji. Subject lines, CTAs, body copy — all of it. Emojis are not decoration here, they're punctuation. If it doesn't feel like it could be a text from a friend who found an amazing pool, rewrite it.

Write This

"It's hot out. You know what to do. 🏊"

"Summer called. It wants you in a pool. ☀️💦"

"Your floatie is lonely. Book a pool today. 🦩"

"Best decision you'll make all week 👇"

"Pool day = best day. Full stop. 🌊"

"No sunscreen excuses. There's a pool 4 miles away. 🕶️"

Not This

Any subject line without an emoji

"Experience the joy of private pool access."

"A summer to remember awaits."

Long sentences. Multiple clauses. Dependent phrases.

CTAs like "Learn More" or "Explore Options"

Anything that sounds like it was approved by legal

T6 Subject Line Examples

"It's giving pool day 🌊☀️"

"Hot outside. 💦 You know what to do."

"Your summer just got a whole lot wetter 🏊‍♀️"

"Pools. Sun. Vibes. Book one. 🕶️"

"This is your sign to get in the pool 🦩"

Best Used For

Summer blast campaigns SMS sends Push notifications Flash / weekend promotions Heat wave / hot weather triggers In-app messages Reactivation (lapsed guests)

Host Copy Direction

Host Voice & Messaging Framework

The host is a property owner monetizing an asset, not a guest looking for fun. Host copy is about earnings, control, community, and pride. Every message should make the host feel smart for listing and supported while doing it. This framework is built from Swimply's on-site host language and the approved host onboarding copy.

Host Voice Principles

Earnings First

Lead with money. Hosts are here to earn. Show dollar amounts, not vague promises. "$2,400/month on weekends" beats "earn extra income." Make the math visible.

You're in Control

Hosts need to feel they own every decision. You set the price. You set the rules. You approve every booking. Nothing is automatic. This is THEIR space.

Easy as Sundays

Hosting should feel effortless. Use the product's own language: "Hosting is easy, like Sundays!" Break everything into 3 simple steps. Never make listing feel like work.

Data-Driven FOMO

Use local, specific data to create urgency. "Hosts in [City] earned $X,XXX this week." "A host 3 miles from you just booked $350." Geo-earnings make it real.

Community + Pride

Hosting is joining 15,000+ people. It's creating joy, not just renting a pool. "You didn't just open your backyard. You made someone's whole summer."

Protection = Confidence

Always include the safety net. $1M protection, verified guests, 24/7 support. "Host with total confidence." This language removes the #1 blocker.

Approved On-Site Headlines (Source of Truth)

These are the exact headlines and phrases used on swimply.com/become-a-host and inside the listing builder. Use them directly or adapt for email.

Hero: "Host Joy in your Neighborhood. Get paid. Repeat."

Ease: "Hosting is easy, like Sundays!"

Earnings: "Your Swimply could earn $3,500/mo"

Trust: "Host with total confidence. Every booking has a $1,000,000 protection guarantee."

Scale: "Join 15,000+ owners renting out their backyards by the hour."

Scale: "Over 4 million guests hosted across the U.S., Canada & Australia"

Steps: "List your pool in 3 easy steps"

Publish: "Your listing is ready to go live"

Grand Opening: "Offer a 20% discount for the first 3 bookings to get your first 5-star review quicker"

The 3-Step Framework

The product uses a consistent 3-step framework throughout the listing builder. All host emails should mirror this language and structure.

Step 1

Tell us about your space

Pool type, amenities, a few fun details. ~3 minutes.

Step 2

Make it stand out

Add 5+ photos plus a title and description. We'll help you out.

Step 3

Start earning

Set your price, availability, and guest rules. We recommend a rate.

Daisy AI Coaching Tone

The listing builder features "Daisy AI" tips throughout. This coaching voice is the ideal tone for host lifecycle emails: helpful, data-backed, encouraging, and never pushy.

Amenities: "Want an insider tip? Heating, hot tubs, BBQ grills and lounge chairs tend to attract the most bookings."

Restroom: "Listings with restroom access typically attract 35% more bookings and enjoy longer stays with fewer guest questions."

Photos: "Photos are everything, but done beats perfect. Upload whatever you have now and perfect it later."

Guest Count: "The more guests your space can accommodate, the more you can earn! Celebrations & larger bookings will often pay up to 5x more."

Pricing: "Your price is always up to you. We always recommend starting a little lower and then raising prices once you've got some reviews under your belt."

Availability: "The more days & hours your pool is open, the more you can earn!"

Use Case & Earnings Language

The product shows hosts which booking types they'll attract based on their settings. Use these exact labels and earning tiers in emails.

Use Cases (from Product)

🧗 Wellness dips $ Highest repeat

👨‍👩‍👧 Family swims $$ Most common

👥 Friends & family $$$ High value

🎉 Celebrations $$$$ Highest earning

🎂 Kid's birthdays $$$ High overall value

🐶 Pet swims $$ High long-term value

Earnings Benchmarks (for emails)

$65/hr average hourly rate

$5,000-$12,000/mo peak season average

$200,000+/yr top host earnings

$12,300/season average per market

3x faster first booking with Host Boost

40% more bookings with Instant Book on

35% more bookings with restroom access

Press Quotes (Social Proof)

Use these real press headlines in host emails and trust footers. Always attribute the publication.

CNBC Make It: "This 57-year-old's lucrative side hustle: Earning $177,000 renting out his backyard pool to strangers"

Business Insider: "I make $22,000 a month renting out backyard pools through an app. It's an easy side hustle that only takes a few hours a week."

Realtor.com: "I Pay My Mortgage by Renting Out My Pool Year-Round"

Trust footer format: "Safe. Simple. Rewarding. Every booking backed by $1M protection, secure payments, and 24/7 support. As seen on TODAY, Forbes, and The New York Times."

Host Do / Don't

Write This (Host Voice)

"Your pool is your biggest untapped asset."

"Hosts in [City] earned $X,XXX this week."

"A host 3 miles from you just booked a $350 party."

"You set the price. You set the rules. You approve every booking."

"Hosting is easy, like Sundays!"

"Your pool called. It wants to pay the bills."

"Done beats perfect. Upload whatever you have now."

"You're already X% done!"

Never Write This

"Find your perfect pool this weekend." (guest copy)

"Discover the joy of a private pool." (guest territory)

"It's Friday. You know what that means." (wrong audience)

"Monetize your underutilized aquatic asset." (corporate)

"Maximize your ROI on your outdoor space." (too formal)

Guest-facing copy pasted into host emails

Vague earnings with no numbers

Anything that sounds like a lecture or obligation

Host CTA Library

Approved CTAs from the host onboarding flow. Always use action verbs that describe what happens after the click.

Onboarding CTAs

Finish My Listing →

Unlock My Boost →

Finish My Listing & Start Earning →

Finish My Listing & Go Live →

Finish My Listing & Go Live Safely →

Publish My Listing Now →

Post-Live CTAs

View My Dashboard

Update My Listing

Optimize My Photos

Open More Weekends

See My Earnings

Reply HELP (concierge offer)

Guest Copy Direction

Guest Voice & Messaging Framework

The guest is escaping locally. Guest copy is about discovery, ease, privacy, and moments. Every message should make the guest feel like the perfect pool day is one tap away. Built from Swimply's on-site guest language and the approved guest onboarding copy.

Guest Voice Principles

Escape Locally

This is Swimply's core tagline. The guest doesn't need to fly anywhere or book a hotel. The upgrade is already in their neighborhood. "Book your own private pool, by the hour."

Private = Premium

Privacy is the product. No crowds, no strangers, no sharing. "100% private access" is the single most powerful benefit. Lead with it.

Moments, Not Amenities

Sell the feeling, not the feature. "The birthday party they'll talk about for years" beats "pool with BBQ grill." Name the occasion, the people, the emotion.

Three Steps or Less

Booking should always feel effortless. Pick a pool, choose your time, show up. "That's it." Never make it sound complicated.

Social Proof at Scale

4 million+ guests. 95% would do it again. 15,000+ hosts. Use the big numbers. They eliminate the "is this legit?" question instantly.

Collections, Not Search

Don't send guests to "search." Send them to a Collection. Curated by vibe: Family-Friendly, Groups & Celebrations, BBQ & Chill, Pet-Friendly, Resort-Style. Collections reduce decision paralysis.

Approved On-Site Headlines (Source of Truth)

Exact headlines and phrases from swimply.com, the "How Swimply Works" guide, and the listing detail pages.

Hero: "Escape locally. Book your own private pool, by the hour."

Scale: "Over 4 million ⭐⭐⭐⭐⭐ experiences hosted by 15,000 hosts and counting!"

Guide: "Here's your guide to Escaping Locally."

Step 1: "Discover your paradise. Filter by distance, price, bbqs, water slides, you name it."

Step 2: "Make an entrance. You'll get the exact address and entry instructions before your booking."

Step 3: "Enjoy your Swimply! The space is completely yours for the time you reserved."

Privacy: "Whether it's a swim with the kids, laps with the pup, a pool party with friends or just some me time, this space is your sanctuary today."

App: "Download the app. Faster communication. Easier navigation. Exclusive in-app promotions."

Summer Pass: "Get The 2026 Swimply Summer Pass! Level up your summer with $0 in fees, free swims, exclusive pools & more!"

The 3-Step Guest Journey

The product uses a consistent 3-step "How Swimply Works" guide with playful illustrations. All guest emails should mirror this language.

Step 1

Discover your paradise

Explore your area for your favorite Swimply. Filter by distance, price, BBQs, water slides, you name it.

Step 2

Make an entrance

Get exact address and entry instructions before your booking. Some hosts roll out the welcome carpet, others offer self-serve.

Step 3

Enjoy your Swimply!

The space is completely yours for the time you reserved. Safe swimming!

Collections Language

Collections are curated pool groups by vibe. Use these exact names and emojis in emails. Always suggest collections over raw search.

👨‍👩‍👧 Family-Friendly Favorites

🎉 Perfect for Groups & Celebrations

🔥 BBQ & Chill

🐶 Pet-Friendly Spaces

🌴 Resort-Style Escapes

Search Filters & Categories (from Product)

These are the exact category tabs and filter tags from the search results page. Use them in emails to create brand continuity.

Space Types (category tabs)

All spaces Pools Tennis Pickleball Hoops Pet Parks Mansions Discover

Use-Case Tags (filter pills)

💦 Deals 🎉 Party 👨‍👩‍👧 Family 💍 Wedding 🍴 Dinner party 📸 Photoshoot 💼 Meeting 💰 Budget 🔥 +BBQ ⭐ Luxe 🐶 Pets 🔒 Privacy+

Listing Badges (from Product)

Listings on swimply.com carry trust badges. Reference these in emails when showing listing cards.

⭐ Top Swimply 🔄 Highly Rebooked 🏆 Award Winning

FAQ Questions Guests Ask

These are the exact FAQ questions on swimply.com. Use them as subject lines, section headlines, or copy hooks in guest emails.

How does booking work?

What's included in the booking?

How many people can I bring?

Will I have access to a bathroom?

Is it safe and private?

What happens if the weather is bad?

Can I book last minute?

Can I bring my pet?

Will the host be home during my swim?

What if I have an issue during my booking?

"Every Booking Includes" Language

This is the core value prop from the approved guest copy. Use these exact lines as benefit modules in emails.

🔒 100% private access

🏡 A beautiful, well-loved backyard

👥 Your favorite people

👋 A friendly host (hands-on or hands-off)

🛡️ The Swimply Guarantee

Guest Use Cases (for Inspiration Emails)

From the approved copy. Use these with emojis in visual modules, not as a plain text list.

👨‍👩‍👧 Family afternoons 🎉 Small celebrations 🌴 Luxury swims 🔥 BBQ & Chill 🎾 Tennis & pickleball 🌙 Evening dips 🧗 Mental-health days 🐶 Bring-your-dog days

Guest Do / Don't

Write This (Guest Voice)

"Escape locally. Your perfect pool is one tap away."

"No strangers. No sharing. Just you."

"Pick a pool. Choose your time. Show up and enjoy."

"4 million guests. 95% say they'd do it again."

"The most-loved pools book a few days ahead."

"Start with a Collection and find your vibe."

"It felt like a mini vacation without leaving town."

"You don't need a big occasion. Just a space you'll love."

Never Write This

"Earn income from your pool." (host copy)

"Join 15,000 hosts." (wrong audience)

"Book a premium aquatic experience." (corporate)

"Swimply offers a wide selection of pools." (feature dump)

"Our platform connects guests with pool owners." (about us)

Host-facing copy pasted into guest emails

Long feature descriptions instead of sensory moments

Anything that sounds like a terms of service

Guest CTA Library

Approved CTAs from the guest onboarding flow. Always use action verbs that describe discovery or booking.

Discovery CTAs

Browse Collections

Browse Pools Near You

Browse Near You

Browse More Pools

Explore Pool Collections

See Guest Favorites Near You

Action CTAs

Find My Pool

Grab My Spot

Book a Swimply

Find My Saturday Pool

Find My Next Pool

Book {{listing_name}}

Trust Footer (Guest)

Standard format: "Escape. Enjoy. Repeat. Every booking backed by $1M protection, secure payments, and 24/7 support. As seen on TODAY, Forbes, and The New York Times."

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