Which of the following is a fundamental principle of writing effective email copy?

Writing for scanability is essential for creating effective email copy because most recipients do not read every word in an email; instead, they skim through the content. By structuring your email for easy scanning, you improve the chances that your key messages will be understood quickly and effectively. This can include using short paragraphs, bullet points, headings, and bold text to highlight important information. When readers can effortlessly scan the email, they are more likely to engage with it and take the desired action, such as clicking a link or making a purchase.

The approach of including as much information as possible can overwhelm readers, leading to disengagement. Complex language might confuse or alienate the audience, making your message harder to grasp. Focusing solely on promotions can appear pushy and may not provide enough value to the reader, which can harm the relationship and trust with your audience. Thus, prioritizing scanability aligns perfectly with the best practices of effective email marketing.