I appreciate the fact that in a past life you may have been Shakespeare or another world-renowned playwright, but that isn't going to help you write effective copy. You may have the best vocabulary, but save it for a game of Scrabble. When writing email copy, don’t challenge the reader. Keep it simple. For example, you could say this:
"Utilize your intellectual capital to assess the merits and cost-benefit calculation of your purchase decision."
Or you could say this:
"Make the smart decision and take advantage of this sale."
The second statement will produce far greater results! Make sure you keep your email copy simple and to the point. Because at the end of the day, you want your reader to walk away with your key message, not your amazing vocabulary.
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