Short emails work best because your prospects can skim and see what you have to say without needing to scroll down. This helps them to remember your words and engage with you when they have a spare moment. We know it’s tough, but it’s worth it! Plus, condensing what you have to say ensures that every line of copy serves a purpose. So keep things brief! Include all the juicy/important info at the very start of your email and make sure you have a strong hook to reel the reader in. 2 - Check your tone No one wants to read something that makes them feel bad, so it’s best to keep your marketing emails positive, upbeat and friendly - it can increase your response rate by up to 15%! But whatever you do, don’t make your emails boring. In marketing, we tend to go with the safest option so as not to upset anyone instead of having a little fun. An email that makes a prospect laugh can help to mitigate any negative sentiment when you land in an inbox unannounced. It also helps build your brand identity. So if your email annoys some people, but makes others laugh, it’s engaging. And engaging is always better than boring. The ANYTHING BUT BASIC guide to email marketing / 11