2.  When scanning, you look only for a specific fact or piece of information without reading everything. Such as shorter paragraphs and words in bold.  Scanning allows the reader to find details and other information in a hurry.

3.  The subject line should link seamlessly to your main headline and then lead into the body of the email. The close repeats the main messages and calls-to-action.  There should be a natural flow or continuity from the copy in the subject line into the body of the email. This makes it easier for the reader to take in the information given.

4.  Excitement equals effective emails. How's that alliteration for you.  The offer is there, but have you supported the offer by writing enthusiastically to appeal to the reader’s emotions? The copy needs to effectively communicate to the recipient how the offer will improve their lives.

5.  The trick with copywriting is to do this with a tone of voice that fits the brand values. It's helpful to have this pre-defined for a consistent tone of voice, that your company may wish to use across all digital channels.  If you're not sure of the best tone, ask someone to consider the feeling created by the email copy alone and summarize it in two or three words, effectively testing it. Typically this three word description will be positive, negative or neutral.

6.  Email readers are (understandably) cynical due to the spam offers clogging their inbox so differentiating your company from spam is very important.  Try to achieve connection with the reader to show that you understand them by using customer language and buzzwords.

7.  Email wisdom says the reader doesn’t have the time to see information repeated, but it is believed that some repetition is desirable.  Think carefully where in the email the main messages or offers and calls to action are repeated, in line with the way readers consume email.