When you're writing your emails, you probably want to impress your reader. You want your reader to think well of you and your business.
So it is very common to want them to sound as stylish as possible, with lots of creative writing, flowery prose and clever wordplay.
I often see people who describe themselves as "professional copywriters" talking about their creative writing credentials. But here's the thing - writing email copy has nothing to do with creative writing.
In fact, if anything, if you're good at creative writing it could seriously get in the way of writing good email copy.
Here's why ....