Make sure your copy is brief and to the point. It should clearly state what the email is about and present the recipient with a clear call-to-action (CTA). If your copy goes on and on about whatever it is you're presenting in the email, your recipients are going to lose interest halfway through – or worse, as soon as they open the email and see a wall of text.
Same goes for CTAs – it's important not to overdo it. You want to encourage your recipients to take action and engage, but if your email is overflowing with the 'BUY NOW' and 'GET IT HERE' buttons and links, it's going to have the opposite effect.
Too many CTAs can put a potential customer off, so you should aim to find the perfect balance.
This is a crucial part of the QA process, where the main aim is to produce high-quality emails which establish a friendly relationship with recipients, but also encourage them to engage further once they've already opened the email.
Another thing to keep in mind with your copy
is how well it represents your brand. You want your email to reflect the goals and attitudes of your company. Think about what your values are and integrate them into your emails, and along with that, into the relationship with your audience. This, of course, means that your copy is error-free and consistent. Mistakes and inconsistencies (such as typos, wrong punctuation, missing words, grammar mistakes, etc.) can make you look amateurish and careless. Being mindful of this when you're going through the QA process for your emails can really make your emails shine and leave a lasting positive effect on your audience.