• Accuracy. Typos and factual errors make a company look sloppy and inattentive. A research study found 4% of emails had misspellings.

• Relevance. Speak directly to your audience. Provide useful and informative information.

• Get to the point. Conciseness. Delete unnecessary words.

• Write in the active voice.

• Scanability. 79% of readers always scan; only 16% read word by word.

• Make sure your introductory copy hooks the reader.

• Use clear, informative subheaders.

• Use bullet points frequently.

• Use strong verbs. Avoid writing in the passive voice.

• Keep paragraphs as short as possible. Include only one idea per paragraph.

• Keep sentences short—preferably no longer than 10–15 words.

• Use short words wherever possible.