Email Copy Tips
When writing your email copy throw
everything you learned in English 101 out the
window.
1. Personalize
There’s nothing better for a person to see their name. Use
personalization in the subject line and inside the body of the
email (but don’t overdo it so it looks hokey).
2. Write just like you talk
Use plain, easy to understand English. Nobody cares if you
can use xenophobia and ostentatious in a sentence. Write
almost like you’re talking to a buddy over a beer. So that
means use contractions. Be friendly and personable in your writing.
3. Write to one person
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.
4. Keep your sentences and paragraphs short
Keep your sentences and paragraphs short and simple. Period. Sentences (and even paragraphs) can
even be one word like that last one. And paragraphs should be no more than 4 or 5 lines. You want your
email to look easy to read with a lot of white space. Make it inviting. Long blocks of words are scary.
Paragraph breaks do not need to be determined by content.
5. Eliminate excess wording
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.
6. Use plenty of compelling subheads
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 you subheads
give a complete selling message by themselves. Also, be sure to use different graphic embellishments.
7. Put passion into your email
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 le