Our rules for tone and humour are: Keep the copy short, punchy and to the point. Use conversational language - write like people talk! Avoid too many colours, GIFs and images - they can be overwhelming for the reader. Adopt a theme for your email and build your copy around it. Emphasise the value of your product or promotion. 3 - Make it personal Your buyers are going to respond best to emails that come across as if they’ve been written just for them. Start by choosing a conversational tone and make the email ALL about them. To do this, stick to words and phrases like you, your team, your business etc., rather than I, we, our, us. Then, use merge fields. Don’t overdo it though! A prospect who sees an email stuffed with their name and company name is likely to be turned off. Two to three personalised elements per email is usually enough. And, if you’re thinking about where your prospect is in their buying journey, the rest will come naturally. The ANYTHING BUT BASIC guide to email marketing / 12