An industry expert is urging online marketers to choose their words wisely; when it comes to launching an email campaign, success is all in the eyes of the beholder.

Writing for Travel Blackboard, Adrian Caruso advised marketers to remember that, with a finite number of words, the opportunities for impressing and converting readers are slim.

In order to be “heard and appreciated,” he makes three suggestions on how to write better copy.

The first is to pick one theme and stick with it: “I think the biggest problem is too much content,” he says. “You don’t need to explain your entire field of expertise in each issue.”

Secondly, Mr Caruso recommends using a “human” tone, forget jargon and formality. Letting readers know that there is a person behind the communication will be “like a breath of fresh air.”

Use of language and accuracy is vitally important in the battle for sales, as they contribute toward overall perception of the business as respectable and reputable.

Entrepreneur, Charles Duncombe recently bemoaned the state of the nation’s spelling, warning that mistakes can cost online businesses dear.

“You get about six seconds to capture the attention on a website,” he told Management Today. “Getting the basics right is essential.”

Mr Caruso concurs; his third point urges marketers to ‘boil down’ the content through editing and copious revisions to produce a simple, succinct email.