Writing Emails That Are Easy To Scan

Long, complex emails don’t make me think you're smart. They tell me you don't understand basic buyer behavior. Your prospects aren’t reading your sales emails. They’re skimming. They’re standing in line at Starbucks, cleaning out their inbox. They’re looking for a reason to delete, not to reply. If your email doesn’t pass the 1, 10, 100 test - it’s getting ignored I teach this framework to every sales team I work with. It’s simple and it works. Here’s how to apply it: 1 = One clear call to action Do not ask for a meeting, feedback, interest, and availability in the same message. You get one ask. Make it count. 10 = The first 10 words must earn attention This is your subject line + preview text. It’s the only thing your prospect sees before deciding to open or delete. If those 10 words don’t create curiosity or show relevance, it’s over. 100 = Keep your total word count under 100 The average exec scans an email for 3–4 seconds. If they can't get context immediately, your email is an auto-delete. Make it short. Make it relevant. Make it easy to reply. The 1, 10, 100 Rule isn’t about oversimplifying your message. It’s about respecting how buyer's interact with cold email so you can deliver more value and earn more engagement. 📌 Remember RELEVANCE is essential. Don't think a well-formatted email replaces the need to say something that matters to the reader. ✨ Enjoyed this post? Make sure to hit FOLLOW for daily posts about B2B sales, leadership, entrepreneurship and mindset.

The most overlooked email marketing fact that's costing you money: Your customers don't read your emails. They scan them. The F-pattern eye-tracking studies reveal: They read the first 2 lines completely They skim the first few words of each paragraph They focus on bolded or highlighted text Yet most brands still write emails like essays. I audited 15+ ecommerce brands last month. The ones with the highest revenue per email all share these patterns: Short, punchy first sentences One idea per paragraph Strategic bolding of key points Plenty of white space Clear, singular CTAs Want to instantly improve your email performance? Rewrite your next campaign for scanners, not readers. Because when you design for how people actually consume content, your conversions follow.

🔥 Hot take: NONE of your customers are reading your emails. SERIOUSLY. Let that sink in for a moment. You’ve poured hours into crafting the perfect email, fine-tuning every pixel of that killer design, and penning copy that would make Hemingway weep. Yet, here’s the brutal truth: people are skimming right past all your hard work. But before you throw in the towel and ditch email marketing, let's dive into why this isn’t as bad as you might think—and how you can turn it to your advantage. Embrace the Skim: Most folks are scrolling through their inbox like they’re flying through news headlines. They’re grazing, not fully digesting. So, treat your email like a billboard on a highway – bold, concise, and to the point. Lead with value. Your headers, subheadings, and CTAs should carry the main message. Design for the Glide: Think about structure. Make it scannable. Use bullet points, bold text, and spacing to guide your reader's eye. Nobody’s here for a Wall of Text; they’re here for the Goodreads version. CTA Should Standout: Your call-to-action should shine like a supernova. If your subscribers remember one thing, it should be what you want them to do next. Keep it simple, clear, and compelling. Less is More: Too much text can be the kryptonite for even the best emails. Clarity beats cleverness all day. The quicker they get your point, the quicker they act. The reality is, you don’t have to convince someone to read every word to drive action and engagement. You just need to know how to catch their attention in the flurry of their busy inbox. Stop obsessing over the unread words, and start focusing on the big picture—delivering value, and getting straight to the core of what matters to your audience. Because at the end of the day, it’s not about how many words they read; it’s about what they do with the ones they remember.

Stop Writing Bad Emails. Most people write emails that are too long, confusing, or lack purpose. When you write clear, purposeful emails, you: ↳ Save everyone's time ↳ Get faster responses ↳ Build better relationships Here are 6 ways to write emails people actually read: 1/ Nail Your Subject Line ↳ Be specific and clear ↳ State the purpose upfront ↳ Avoid vague terms like "Question" or "Update" 2/ Keep It Brief ↳ Stick to 5 sentences max ↳ Get to the point quickly ↳ Break long emails into separate threads 3/ Make It Scannable ↳ Use bullet points ↳ Create short paragraphs ↳ Highlight key information 4/ Write Like a Human ↳ Use active voice ↳ Show empathy ↳ Talk like you're speaking to a friend 5/ Check Everything Twice ↳ Eliminate typos ↳ Use grammar tools ↳ Read it aloud before sending 6/ End With Clear Action ↳ State exactly what you need ↳ Set clear deadlines ↳ Make the next steps obvious Remember: Your email competes with hundreds of others. Make it count. Make it clear. Make it actionable - your success depends on it. What's one email tip you can share with younger folks in comments? - - - - - ♻️ Repost if this resonated with you! 🔖 Follow me (Suren Samarchyan) for more