Sharpen Email Copy a Bit, Using Numerals the “Wrong” Way
You’ll have to… (gasp) break some rules.
I’ve got 1 or 2 things to tell you on using numbers in email copy the “wrong” way, to get the “right” results.
Emails are about changing beliefs. But to introduce someone to a new belief, you have to make them read it.
And just because you’re in their inbox, doesn’t mean they’re sold on your message.
In fact, the moment someone opens your email, they give it an aerial view. And search for both a quick takeaway and a reason to walk away.
They want to know what’s this about. So, they skim. But they won’t need more than one reason to hit the ⬅️ icon or, worse, the 🗑 and delete you forever.
Unless you find a way to make them linger.
Numbers can do that. If you use them wrong (that’s not a typo).
2 reasons why numbers sharpen email copy
Great writing fleshes out vivid details down to the bone.
It’s specific and excites the eye. Using numbers is one way to get both effects. Numbers will paint a clear “what’s in it for me” picture in a specific way. And will halt the skimmers on the page.
