Creating a marketing or promotional email is a lot like dating. After all, you’re courting your customers, so you’ll want to make a good impression, keep your audience engaged, and promote your best qualities.
No matter what your creative role is, understanding how communication can make or break things is key. Back up your enticing designs with equally powerful copy, and you’ll be on your way to a successful, long-lasting relationship. Here are 5 copy tips for creating emails that keep customers coming back for more.

Monsters in Love illustration by melaics

1. Find the Perfect Pickup Line

Your subject line is your chance to get the customer interested in seeing more, so get to the good stuff first. Have a great offer? Make sure it’s leading the subject line (“20% Off! The Time to Save Is Now”). Fun news to share? Tease it a bit (“Our Best-Kept Secret Revealed”).

Communicating a Message illustration by Diego Schtutman

2. Don’t Talk On and On… and On

Keep the conversation going, but also keep it clean and simple. Cut down long sentences, complicated words, and overly technical language. As you would on a date, speak in a way that’s friendly and clear. Bullet points or list formats are a great way to keep things digestible.

Love Boat illustration by Cristian Amoretti

3. Keep the Romance Alive

On a date, little touches like pulling out your companion’s chair show that you care. It’s the same with emails. Pay attention to small things like fonts, button names, copy bursts, and preview text. These are all opportunities to surprise and impress.

Hands Forming a Heart illustration by kuzzie

4. Don’t Play Games

We all know that feeling of a first date gone horribly wrong. Opening an email and feeling duped by what’s inside is almost as bad. Be yourself and stay true to what your brand is about. You’ll spare yourself a lot of broken hearts later on (aka the dreaded unsubscribes).

Bird Love Card by vector-RGB

5. End on a Good Note

This is your chance to make a lasting impression. Whether it’s a charming goodbye, a twist on a simple thank you, or a P.S. packed with personality, come up with a friendly sign-off that your brand can call its own. Go for an upbeat voice that gets customers excited to take the relationship to the next level.

Have any tips you’d like to add to the list? Let us know what has or hasn’t worked for you in the comments!