When considering the perspective of your email, "As intimate as you might be with the features of your product or service, you'll need to be able to take a step back and really express benefits in terms that sell. Sharing the ways in which your product can make the lives of your audience easier, save them money, save them time, make them more successful or happier is the key. Geek-speak or techie talk is a sure-fire way of losing your audience rapidly." Ask a friend or colleague who's not familiar with the topic of your email to review it before sending it to your whole database. Do they understand it? Did it engage them? Did they know what you wanted them to do? Chances are if they didn't, neither will your subscribers. A little perspective can go a long way."A professional copywriter can help you effectively identify and express benefits."