This post contains affiliate links. If you click and buy, I may receive a small commission at no extra cost to you. I only recommend products I personally use and believe will benefit my readers.
Have you ever opened an email, seen a massive, intimidating wall of text, and immediately hit delete out of pure exhaustion?
Let’s talk about the physical experience of reading an email on a modern device. Think about how your eyes feel after staring at a glowing screen for eight hours a day; it is exhausting and mentally draining. Now imagine opening an email from a marketer and seeing a massive, unbroken wall of dense text. Your immediate instinct is to hit the delete button to escape the eye strain. If your emails look like a college textbook, you are actively driving your potential buyers away.
The Power of the Skim: Why Bullet Points Win
It has been shown time and time again that recipients of emails rarely read lengthy text passages, even if the email is from their own mothers. Reading text on a computer screen is far more taxing on the eyes than reading text on a paper page. Therefore, you must make your marketing emails incredibly easy to read and scan. By quickly scanning through bulleted points, the recipients of your marketing email can quickly identify important information. Your message’s bulleted points will be the first thing a reader looks at before determining whether to continue reading.
Stop Shouting! The Quickest Way to Lose Credibility
Poor formatting doesn’t just hurt the eyes; it severely damages your professional credibility. Using poor grammar and spelling makes you appear uneducated and illiterate to your audience. Furthermore, you must never write in all capital letters, as nobody enjoys being yelled at. In emails, all capital letters are the same as shouting in person; it is not only rude, but also ineffectual. Limit your exclamation points as well, because when they are used too often, they completely lose their impact and actually weaken your passion.
The 65-Character Rule for Unbroken Links
Technical formatting is just as important as the visual layout of your words. Your marketing emails should always be formatted correctly, which means they should not have word-wrapped links and should have 65 characters or less per line. This specific formatting ensures your emails are readable by absolutely all email programs. If your links accidentally wrap to the next line, the recipient will only see the broken text and will not be able to click through to your affiliate offer.
Give Your Readers a Break (And Boost Your Clicks)
An Involve.me 2024 report stated that 81% of consumers ignore irrelevant or hard-to-read marketing messages. Do not let poor formatting ruin your chances of making a lucrative affiliate commission. Take a hard look at your email templates today and inject plenty of whitespace, bullet points, and short sentences. Make your copy a breeze to read, and your audience will happily reward you with their clicks!
Warmest regards,
Josh
P.S. If you want to effortlessly generate perfectly formatted, scannable emails without spending hours agonizing over bullet points and short sentences, you need to see this. Check out my absolute favorite tool for churning out reader-friendly, high-converting copy in seconds right here:
This post contains affiliate links. If you click and buy, I may receive a small commission at no extra cost to you. I only recommend products I personally use and believe will benefit my readers.
