People aren’t machines. And the AI hasn’t taken over completely yet.
Emails sent by businesses to other businesses and those sent by businesses to individuals have one thing in common: they both contain vital information for humans to make a decision.
Your marketing email will never be opened by a team or a company. Your email copy will be read by a real person. That human will share it with other humans if it is good enough.
It’s helpful if you have a specific person in mind (or an avatar). Keep in mind that each avatar has a different decision-making speed, ranging from super-fast to super-slow.
That means we should write for humans who like to read as well as we also provide a way for fast movers to make quick decisions. For example, like a CTA early in the copy.
Do you believe you’re already doing this? Verify it to yourself.
Take a look at some recent marketing emails for your B2B/B2C program.
Read it aloud to yourself or someone else to see if it connects with your brain personally and easily, or if it is difficult to read.