Email copy tips

Important:  When writing your email copy throw out everything you learned in English 101.

1. Personalize, personalize, personalize.

There’s nothing more gratifying than for a person to have their name used in print or conversation.  . Use personalization in the subject line and inside the body of the email (but don’t overdo it so it looks hokey).   Personalization code  {FIRSTNAME}  or {EMAIL}

Use plain, easy to understand English. Nobody cares if you can use xenophobia and ostentatious or other "snoby" words in a sentence. Write almost like you’re talking to a friend. This means use contractions. Be friendly and personable in your writing.  

Since you won’t have the luxury of seeing your prospect eye-to-eye to gauge their reactions, you need to put extra passion into your message. Even if you think you are overdoing it when you write, your letter will end up understated when it gets read. Get enthusiastic and remain enthusiastic!

Try to think of the ideal prospect as you are writing and make the message just for them.  Even if your web site will be read by thousands of people each day -- every person will read it one at a time. Use "you" and "your" liberally. Focus on them, not yourself.  

Keep your sentences and paragraphs short and simple.  It has been proven that a short format is easier to read and understand.

6.  Use rich words

Words that paint a picture of your product or service stand out and conjure up positive visions of their use.  Rich words are also used as a red flag as many readers skim the text for something that catches their interest.  Remember most people don't read an entire email so this is another great method for making your emails more effective.

Subheads should be like mini-headlines. use them to break up large bodies of text and to bring people back into the body of the letter.  A lot of people will scan your email so you need to make your subheads give a complete selling message by themselves. 

Simplify. Convey your message in a clear and concise manner -- but remember that doesn’t mean keep it short. You need to ruthlessly edit your email for flow.  Remember it's about getting the message across not to win a prize for the best English text.

If you see too many "as", "is", "was" or "were" replace them. Sentences using action verbs are more powerful.  When writing your email you want it clear enough so any 6th grader could understand it.  

Now you probably think your prospects are a lot smarter than 6th graders but nobody has time anymore to sit down and figure out what you’re trying to say -- so keep your writing simple and straightforward.