Email copywriting – how to avoid the instant delete

Using the Three Cs Formula to engage your subscribers

Three C email layout formulaThe delete key is only seconds away, so how do you structure an email to avoid being deleted?

Eventbrite asked me to deliver email copywriting tips at the London Brite Space event, to help event marketers avoid the delete key and aid conversion.

As the copy tips are relevant to more than just event invitation emails and went down so well I thought I’d share them and slides here.

Stand in the readers shoes

Start by thinking from the readers’ perspective. The reader has simple questions:

  • 1. What’s this email about?
  • 2. Why should I care, what’s in it for me?
  • 3. What action should I take?

Your job is to answer these questions – and quickly. Making sure the tone and voice is all about what the reader wants and not what you want. A simple check is to count the number of you’s vs number of we’s. There should be twice as many you’s as we’s.

Email copywriting – how to avoid the instant delete


Rick Duris is CopyRanger.

Leave a Reply