If you are writing copy for emails - or even for the web - you need to think differently to standard comms copy and PR. Here are some pointers -

First off it is considered rude to shout at people by CAPITALISING EVERYTHING, even the title - on screen it is better to use bold, underline or a different colour.

Highlight headlines, links and quotes by using indents, colours or bold, but do not use italics as they are very difficult to read on a PC screen.

Most important of all is the length of the copy. Use short paragraphs so the copy does not look too heavy on the screen, it is better to use short sentences and short paragraphs to make the copy readable.

Do not make the article too long. Give a precis and a link to the full copy. Even if you have a major professional article give people a taster so they can decide to click through to the whole.

Think about the writing style. Whatever your corporate style or brand, emails are usually more personal and slightly less formal than print copy or letters. Email is considered the second most “personal” form of communication behind text messages.

Some of the most successful are written by volunteers and beneficiaries telling their story. While that may not be possible for your email, very formal language and style looks out of place in an email newsletter.

And finally, whatever you do, make sure that the links work before you send out any emails. Everybody hates getting a Page Not Found error... it looks careless and unprofessional, damages the impression and dents the brand image.

And if you are sending out press releases by email, follow all the rules above, and remember to include the full links rather than hide them behind CLICK HERE. This will help the web editor add them to a site quickly without having to click through.

Sue Fidler