Email copy writing that talks about more than one thing at a time will get less response and more deletes. Make sure you keep you email message tightly focused on your main objective.

Your email message should stick to the main objective

You should have a plan and an outline for the intent and purpose of your email message before you start writing. Then you need to stick to that plan. Don't go off on any tangents or sideline issues that are not directly related to the goal and objective of your email message.

After your initial draft review your email marketing copy and look for any sections that stray away from the main objective or your email. Find all your parenthetical comments, sidebars, random witticisms and ruthlessly cut them out.

Don't promote two things at once in a single email. Your email promotional messages should always be about one thing and one thing only. If you have more than one goal or objective... break them apart and create a separate email promotion for your second goal. Don't try and squeeze it all in at once.

The psychology behind this rule is simple... it is easier for your reader to make a simple YES or NO decision than a decision that requires subjective thinking or any form of analysis. If you require your reader to think too much by giving them an unexpected fork in the road or multiple options you will lose them.

If you promote multiple things in your email then when the time comes for your reader to take action or decide they become confused or unsure about exactly what it is that your want them to do. When uncertainty occurs and your reaader is forced to start thinking through the option their delete button is often the easiest choice!