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Creative Language - Make Every Email More Engaging & Win Your Audience

When it comes to email marketing for your hospitality or small business, the success of your campaigns depends on your ability to craft engaging content. But it can be challenging to develop email copy that people will read and respond to. This is where creative language comes in. By using vivid words, descriptive language, and memorable phrases, you can create emails that stand out, spark interest, and encourage your audience to take action. 

Why is creative language important? 

Creative language helps to create a sense of excitement and urgency in your emails. Using more inventive and descriptive words means avoiding clichés and generic phrases that plague other business emails, making your messages more unique and engaging to read. And ultimately, this brings a personal touch to your content which can help you connect with your audience on a deeper level, leading to higher conversion rates and better results for your campaigns. 

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Whether you want to create more eye-catching subject lines, write better body copy, or craft more catchy calls to action, use the following nine techniques to give your email messages more of a punch. 

How to use more creative language in emails 

1. Use metaphors and similes 

Metaphors and similes can help you tap into aural and visual imagery that plain language can't achieve. They can make your messages easier to understand and more exciting, putting unforgettable pictures in your reader's head. The following examples show how different types of metaphors and similes can be used to create powerful marketing copy: 

  • Enjoy fresh, fast food delivered in minutes - a lightning bolt of deliciousness arriving at your door.
  • Limited-time clothing sale - grab these deals before they slip away.
  • Crisis Management. Be as cool as a cucumber. Download your management survival guide today. 

2. Play with rhyme 

Rhyme can add a fun, playful tone to your emails, making them more engaging and memorable. Rhyming words creates a rhythm that increases readability, making it easier for readers to digest your message. Rhyme can also make mundane topics seem more exciting and entertaining: 

  • A tasty meal delivery deal: Order now and get 20% off.
  • Indulge your passion for fashion with our incredible 10% off clothing sale.
  • Lead. Succeed. Read our latest guide to dealing with crises as a manager. 

3. Use other languages 

Using other languages can also add a unique flair to your email messages, making them stand out. Consider your product or service and see if you can incorporate foreign words or phrases to make your copy more engaging. For example:

  • Bon appétit! Book with us today and get 10% off your entire order.
  • The Trend Edit | Très Chic + Shop 15% Off Sitewide.
  • Veni, Vidi, Vici - conquer any challenge with our free crisis management guide. 

4. Craft catchy copy with alliteration 

By repeating the same sound at the beginning of multiple words, you can create catchy phrases that add extra fun to email subject lines, headlines, and call-to-action copy. These examples show how alliteration can be used to get your point across: 

  • Delicious dishes, speedy snacks, and rapid refreshments. Satisfy your hunger with fast, fresh, meals delivered directly to your door.
  • Clothing sale now on! Stylish sweaters, stunning skirts, and sophisticated suits to fit any budget.
  • Crisis control – conquer any challenge with our unique crisis management guide. 

5. Use informal phrases 

Using informal phrases in your email copy can help you sound more personable and relatable. However, to avoid coming across as inauthentic, be careful to use them sparingly. Try using informal phrases only if they fit the tone of your message and your brand's personality. For example: 

  • Get your grub on! Try our speedy home delivery of delicious meals and snacks.
  • Lookin' sharp! Upgrade your wardrobe with 20% off the hottest new styles.
  • Don't sweat it - handle it like a pro with our step-by-step guide to crisis management. 

6. Incorporate sensory language 

Words that evoke a sense of smell, taste, sight, sound, or touch are another great way to give your copy more personality. This can be especially effective when describing products or services, as it helps to make them appear more authentic and desirable. For example: 

  • Order now and experience the mouth-watering aroma of our freshly cooked meals, delivered in less than an hour!
  • Get ready for summer! Feel the soft touch of our luxurious cotton and linen summer wear, now in stock.
  • Want to see your team working together with confidence? Check out our step-by-step guide to managing team conflict. 

7. Use proverbs and sayings 

Proverbs and sayings are often short and memorable and add a sense of wisdom to any email message. They're also an effective way to bring familiarity to any email message, which is key to engaging readers: 

  • Food is the best medicine! Pick a dish that makes you happy, and we'll bring it straight to your door.
  • "Let food be thy medicine and medicine be thy food" Order now and take control of your health.
  • Knowledge is power - learn how to manage conflict and regain control of your team. Get your free guide today. 

8. Try a portmanteau 

A portmanteau is a combination of two or more words blended to form a new one. You can use portmanteaus to add immediate intrigue and interest to email messages, and they're incredibly effective when used in subject lines, headlines, and short messages. For example:

  • Need some Foodtainment. Come to our restaurant; we're all about the experience. (Foodtainment = Food + Entertainment)
  • Hangry? Don't get mad; browse our new spring menus!
  • Managementality - our new guide to managing teams during uncertain times is available now. 

9. Have a thesaurus on hand 

Use a thesaurus to discover new, fresh ways to describe your products and services, and to better communicate your brand's personality. Using a physical thesaurus or a digital version can help you expand your vocabulary and write more creatively. However, avoiding going overboard and using too many unique words or phrases that sound out of place is essential. Give the copy to a trusted colleague to review and edit. This will ensure that you don't let creativity ruin your fundamental message. 

Make every email more engaging with creative language 

 For any business. using email marketing is a fantastic way to nurture leads, engage subscribers, and retain customers. Making every email more enjoyable to read is a crucial challenge. With the right words and phrases, you can grab your audience's attention, encourage them to take action, and ultimately make them look forward to your future emails. Feel free to experiment with more creative language, but always keep in mind your audience and what they expect from your brand.

Hopefully, with these tips, you can find the right balance between creativity and authenticity and produce emails that engage, drive sales, offer a high ROI, and inspire your audience. 


Stella Rankin

Founding Partner, Pinch Food Design

Food and entertainment, Stella Rankin knows it intimately.  As one of the Founders of the celebrated Pinch Food Design, a top-tier catering and design company based in NYC, she has had almost 20 years of experience in production and live events focusing on luxury, fashion, and lifestyle.

An expert in the luxury food, beverage, and design industry; she is known in her field as an dynamic self-starter and passionate entrepreneur. In addition to representing Pinch in day-to-day operations, she is a big believer in the power of collaboration, always seeking new relationships or reinforcing the old with like-minded tastemakers, acclaimed designers, and professional party planners.