When I sit down to write an ecommerce email, choosing when to hit the bold or italics button is not a casual decision. I know what you’re thinking - it’s just text formatting, right? But these little tweaks have some big power. They guide the reader’s attention, emphasise offers, and set the tone. So, let’s break down the thought process behind the magic of bold and italics.

Bold for the big moments

Bold is like a spotlight. It grabs attention instantly, making key pieces of info impossible to miss.

For example, if I’m promoting a discount: 20% off! It’s a statement that demands attention. If the reader only skims, they’re still walking away knowing they’ve got a sweet deal on the table.

Don’t overuse it, though - bolding every other word is like shouting, and no one likes being yelled at in their inbox. I use bold sparingly but strategically, mostly for offers, product names, or calls-to-action like “Shop Now” or “Get Yours”.

Italics for subtle nuance

On the flip side, italics are like a friendly nudge. I use them to add emphasis without screaming for attention. Think of it as a whisper to draw someone in. This could be for a fun aside or a little nudge that feels personal.

For example, when writing about a time-limited offer: Hurry, it ends tonight!

The italics soften the urgency but still make it clear the offer is fleeting. It’s like saying, psst, don’t miss this.

Italics are my go-to for adding personality, a little conversational flair, or creating a sense of urgency that feels natural and unforced.

Combining bold and italics for a one-two punch

Occasionally, I want to double up the impact. Bold italics make a strong point, like announcing a brand new product release or highlighting an exclusive offer.

For example: “Introducing our exclusive VIP membership - unlock benefits and savings that are unmatched!”

In this case, the combination signals to the reader that this message is both important and exciting! But remember, moderation is key. Reserve this technique for those moments when you really want to make an impression. Overdoing it can dilute the effect.

How you can make it work

Play with your design and content balance. Use bold for the headlines, product features, or discounts that must stand out. Use italics for the supporting text or little personal touches that make the reader feel like you’re talking directly to them. And for your really big moments, bring out the bold italics for maximum punch.

I hope that gives you a glimpse into what’s going on behind the scenes when I’m choosing bold and italics. Keep it simple, and remember: Less is more when it comes to these formatting tools.

Now, go bold or italicize with confidence!

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