1.) Be Clear
2.) Keep it Functional
3.) Less is More
4.) Put the Meat & Potatoes Up To
5.) Include at Least Two "Call to Actions"

Be Clear

Make sure your email clearly states who you are and what the subject is. The more clear this is, the more likely you won't be passed off as junk mail and they'll be more enticed to read on.

Keep It Functional

Make sure it relates back to something users can read in more detail on your website. And in doing so, be sure to provide links to the corresponding info and make sure those links are easily noticed and clickable. Your goal here is to just give a brief rundown on things with links back to read on in more detail.

Less is More

People are bombarded with emails everyday. Keep your subject line short and to the point. And more importantly keep your copy short and concise.

Your aim here is to just quickly summarize the key topics you want to link your readers back to. The longer your message is, the more likely users are to just ignore your email or send it straight to the trash bin.

With more and more people using mobile devices for emails, it's highly important to make your email scannable, because chances are, no one is actually going to read everything. So carefully plan out what you want to say and structure your email appropriately.

• Use Headings
• Bold important info
• Make links easily recognizable (and easily clickable!)
• Don't just say "click here". Say something more like "See the Live Demo"
• Divide text into blocks that can be easily read and scanned

Put the Meat & Potatoes Up Top

If it's a must to include a lot of copy, break out all the important things first and put them up top. This way readers aren't forced to try and scan through long paragraphs of text, and those who want to read on have the ability to do so.

Include at Least Two "Call-to-Actions"

Make sure you put your call to action somewhere at the bottom of the email as well. This helps ensure that users don't miss out on it the first time and gives users the option of not having to scroll back all the way back to the top to click it, because chances are, they're not going to scroll back up.

If you'd like some more info on writing effective copy, check out another post over copy writing here.