Keep your writing fun and engaging

The Bottom Line

Keep your writing fun and engaging. Use simple language that everyone can understand. Make your point in trim paragraphs and short but sweet sentences. Play with structure to break up blocks of text so that it’s easy to read. Link to more information. Always infuse personality.

The key thing to remember in any form of writing: the easier and more fun your text is to read, the more likely someone is to read it.

Achieving relevance in your email marketing efforts should be your number one priority. Why? Because email marketing is no longer a one-size-fits-all solution. It’s apples vs. oranges, hot dogs vs. hamburgers, and puppies vs. kittens. Your customers have needs and interests, and they want you to communicate with them based on those preferences.

For example, when you know that your customer Mary prefers oranges, is a vegetarian, and loves baby beagles, you can send Mary personalized messages based on what she wants to hear. That way, you increase the opportunity of engaging with her—and you decrease the possibility that she’ll hit the unsubscribe link.