What does 'write for scanability' entail in email copywriting?

Writing for scanability in email copywriting focuses on making content easy to skim. This involves structuring the email in a way that allows readers to quickly identify key points and important information, which is crucial given that many people only scan emails rather than reading them in detail.

To achieve this, one can use concise, straightforward language, bullet points, subheadings, and short paragraphs. These techniques help highlight essential messages and make it easier for recipients to absorb the information quickly. Ultimately, the goal is to cater to the typical reading behavior of email subscribers, enhancing their experience and ensuring they grasp the main points without sifting through lengthy text.

Other strategies that detract from scanability, such as long paragraphs, excessive technical jargon, or an overload of images over text, can hinder the clarity and effectiveness of the message. A well-formatted email that emphasizes scanability can significantly improve engagement and response rates.