Brevity & White Space

Overview

Brevity and space work together to create emails that are easy to read, scannable, and visually inviting. In a crowded inbox and fast-paced digital environment, users don’t read—they scan. Clear, concise content and thoughtful whitespace help your message land quickly and effectively.

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The 3 C’s: Clear, Concise, Compelling

With users scanning rather than reading, every word and pixel counts. By embracing brevity and space, and applying the 3 C’s (Clear, Concise, and Compelling) you make your emails easier to read, more impactful, and more likely to convert.

Clear

• Use plain, straightforward language
• Eliminate jargon and ambiguity
• Structure your content logically: headline → supporting text → CTA

Concise

• Say more with less
• Trim every sentence to its essential message
• Use bullet points, short paragraphs, and scannable formats

Compelling

• Focus on the “why” for the reader—what’s the benefit?
• Use action-oriented language in CTAs
• Create urgency, relevance, or curiosity without being gimmicky

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Guidelines

Content

• One message per email whenever possible
• Front-load value—lead with the most important information
• Use CTAs early and clearly—don’t bury the ask at the bottom
• Follow guidance in our 7 Top Tips for Email Copywriting 2025 PDF

Layout and Spacing

• Use ample padding between sections, text blocks, and buttons
• Avoid visual clutter—group related content, remove distractions
• Design for mobile-first, with vertically stacked, well-spaced elements

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Best Practices

By designing with brevity and space, and applying the 3 C’s, your emails will be more effective, accessible, and user-friendly. Consider:

• Is the message clear and easy to understand at a glance?
• Is the language concise and free of filler or redundancy?
• Is the content compelling, with a reason to keep reading or take action?
• Is there enough whitespace for a clean and calm layout?
• Are important elements (headlines, CTAs) easy to find and/or tap?