How to Write a Marketing Email: 10 Tips for Writing Compelling Email Copy (2022)

Email marketing has come a long way in just the past few years. But with all the fancy new functionality brands are utilizing, you know what’s kind of funny? A well-written, plain-text email can perform just as well (if not better) than a highly designed email with tons of bells and whistles.

How to Write a Marketing Email:10 Tips forWriting Compelling Email Copy (1)

In fact, no matter how fancy your marketing emails look, if they’re devoid of well-written content, your subscribers will stop opening -- and start deleting -- your messages.

So, how do you write a great marketing email? It all comes down to a few copywriting best practices that you should apply to both the subject line of your message and the message body itself.

Next time you draft a message for a lead nurturing campaign or just a one-time email send, ask yourself whether your copy meets all of these guidelines first.

10Email Copywriting Tips for Writing Better Marketing Emails

We'll start with copywriting tips for better subject lines, followed by copywriting tips for the bodies of your emails.

How to Write aSubject Line

Part of writing effective email copy is nailing the subject line. The subject line is like the gatekeeper of your email: No one gets to read your stellar email copy if they aren't interested enough to open your email in the first place.

That interest is garnered almost wholly on the subject line of the email (with the sender name playing a role, as well). We've written a few blog posts about crafting email subject lines, including one on the anatomy of a great subject line and one showing 18 examples of awesome subject lines from brands.Here's a distillation of what you need to know to write some excellent copy.

1)Use actionable language.

With email subject lines, using actionable language doesn't necessarily mean using verbs, although it certainly helps. OpenTable, for example, sent me an email thatsaid "Take Mom to Brunch" in the subject line. This is one way to use actionable language effectively in email subject lines: by incorporating a verb (like "take," "download," "reserve," "ask," "buy," etc.), the reader knows exactly what they can do in the email.

But there are ways to use actionable language without relying on verbs, which gives you more room to play around with wording. What it comes down to is usinglanguage that makes it clear to the recipient what they can do with the information in the email, should they choose to open it. In other words, keep the value for the user top-of-mind.

For example, I once got an email from TicketMaster with the subject line "Don't Miss Bruce Springsteen and the E Street Band." They didn't order me to purchase tickets by saying "Purchase Tickets Tomorrow for Bruce Springsteen and the E Street Band," though such a subject line may have performed just as well. The original subject line worked well because it was clear what I could do with the information in that email -- ensure I'm prepared for the 10:00 AM sale time so I could snag my tickets. (Which I did, thanks to that email!)

2)Personalize when possible.

Emails that are highly segmented tend to have higher performance levels -- such as open rate and clickthrough rate -- than emails that aren't personalized.According to a study by Direct Marketing Association, segmented and targeted emails generated 58% of all revenue for the marketers surveyed, and 36%of revenues were driven by emails sent to specific target selections.

This isn't exactly surprising. After all,the more segmented your email list, the better able you are to personalize the subject line and provide relevant content to that email recipient.

So ask yourself: Is there a way to make your email subject line more personal? And I'm not talking about the dynamic field where you insert someone's [FIRSTNAME] -- email recipients stopped being impressed by that fancy functionality some time ago.

(Video) 10 Tips for Writing Email Copy that Converts

Consider this scenario instead:You're a realtor with a huge database of clients ...

  • Some of them are looking to rent, while others prefer to buy.
  • Their ideal location ranges across several cities and zip codes.
  • They all have different price points with which they're comfortable.
  • Some are looking for a studio, while others want a mansion.
  • You even know that a group of them will only accept homes that have been renovated in the past 5 years.

You certainly wouldn't do a blanket email send across all of these different segments of your list, would you?

And your email subject line wouldn't be the same, either. You might have one subject line that says, "Renovated 1BR Apartment for Rent in Cambridge: Schedule a Viewing," and another that says, "RSVP: Open House Sunday for Colonial House in Sudbury." Each subject line speaks to the radically different needs of two radically different list segments.

3) Prioritize clarity, and only then think about "catchiness."

Write a subject line that is clear first, and catchy second.In marketing copy, clarity should always, always, always be your first priority. If, after you've drafted a clear subject line, you can also make it catchy, funny, cute, whimsical, whatever, then go for it. But never sacrifice clarity for the entertainment value.

UrbanDaddy is an example of a company that excels at writing subject lines that are always clear, and sometimes also catchy, funny, or entertaining. Take a look at the subject lines of some of the emails I've received from them:

UD | A Hotel in the Middle of the Ocean

UD | Nunchucks. Made from Beer Cans. Finally.

UD | Getting Everyone Together: Now Less Obnoxious

UD | A Grill the Size of a Foosball Table

UD | It's Ice Cream. It's Beer. It's Beer Ice Cream.

UD | Here's a Private Bahamian Island. Do Your Thing.

Some of these subject lines either make the recipients chuckle or are bizarre enough to pique your interest. But it is always extremely clear what you will get when you open the email.

... Which brings us to our next point.

4) Align your subject line copy and email copy.

You might already knowhow crucial it is for your call-to-action copy and your landing page offer to align. Well, it's no different when crafting your email subject line and email message.

What your email subject line promises, the email message should deliver. Why? It's not just because it's responsible -- it's also because when readersdon't get what they're actually promised in the subject line, click-through rates plummet. (And, in the long term, so will your email open rates.)

(Video) 4 Proven Email Marketing Templates

Back in 2011, we performed a test of our own.We sent the same email with two different subject lines to two different groups of people:

  1. "54 New Data Slides for Your Marketing Decks": 26% click-through rate
  2. "Get Key Marketing Trends From the Marketing Data Box": 10.4% click-through rate

The first subject line, which was straightforward and much more accurate had a better click-through rate by 15.4% over the second subject line, which was more vague and less accurate.

The key takeaway here? Ahigh email open rate means nothing without any clickthroughs.

How to Write an Email

Now that you've crafted a stellar email subject line, you have your audience's full attention on the body of your email message. So, how do you craft copy that will get them clicking? Here are the important components you need to know!

5) Establish relevancy.

Just like the email subject line should strive to establish relevancy through personalization, so should the copy in the message of the email.

Again, it takes more than just a dynamic name tag for your email copy to convince readers that what's inside isrelevant to them. So use the very beginning of the email to explain how you know each other.

Below is an example of an email sent by Warby Parker to a colleague of mine. (By the way, the subject line was very clever:"Uh-oh, your prescription is expiring.")

How to Write a Marketing Email:10 Tips forWriting Compelling Email Copy (3)

Take a look at that first paragraph, called out in red. Right off the bat, the marketers at Warby Parker tellthe readerwhy they're being emailed (their prescription is expiring soon) and that this email is meant to help them find a new pair of glasses before that expiration date.

Imagine if this email didn't havethat first paragraph, and started instead with what is currently the second paragraph:"Getting a new prescription can be a hassle. Luckily, it's easy to make an appointment with an optometrist at our Newbury Street Store or through our friends at ZocDoc."

... Why are you emailing me about a prescription? Why would I want your advice? How do you know I live near Newbury Street? By reminding the recipient that they gave Warby Parker their prescription information in the past,there'sa greater likelihood that that person willclick through and redeem the offer in this email.

6)Write in the second person.

Writing in the second person meansusingthe pronouns “you,” “your,” and “yours." For example, "Before you leave in the morning, remember to bring your jacket." Itmeans you orient the copy towards the reader, not yourself.

Take a look at the copy in this email from Zappos, for example:

How to Write a Marketing Email:10 Tips forWriting Compelling Email Copy (4)

Now, count how many times this email says "You" instead of "we" or "I." Okay okay, we won't make you count:The words "you" and "your" appear 12 times, while "we," "our," and "we're" appear only 5 times.

That's a nice balance of second person language that keeps the focus on the customer, not the brand. This is a subtle tactic that helps you stay value-oriented, but this next step I'm about to cover is crucial to hitting the point home.

7)Talk about benefits, not features.

You know the value of your email. But does your recipient? No, not yet. And it's your job to explain it.

(Video) 10 Tips for Writing Effective Email Copy Email Copywriting

The problem is, many emails only explain the feature they are offering, not the benefit. Take a look at the copy in two separate ecommerce emails I've received. Which one is touting the feature, and which is touting the benefit?

How to Write a Marketing Email:10 Tips forWriting Compelling Email Copy (5)

How to Write a Marketing Email:10 Tips forWriting Compelling Email Copy (6)

If you guessed email B, you're right. Email A throws a 30% off discount directly in your face, but doesn't explain the value behind it. What does 30% off a GoDaddy product do for my goals? Will it let me adjust a small business' expenditures on infrastructure costs, freeing up money for a new hire? That benefit is far more tangible than 30% off an undisclosed cost.

Compare that with Email B from Banana Republic. The goal of this email is to sell shorts, but the copy isn't just shoving shorts down the recipient's throat. I mean, they're shorts ... big deal, right?They've identified what makes these shorts worthwhile: their versatility. They allow a man to lounge around the house and then go out in the city while putting minimal effort into changing his outfit. How convenient! How easy! How versatile!

The copy translates the benefit of buying those shorts, but the copy (or lack thereof) in GoDaddy's email doesn't explain the benefit of redeeming a generic 30% off offer.

8)Be brief.

One of the worst mistakes email copywriters make is trying to shove the entire story into the email message. Think about when you open a marketing email in your inbox. Do you read every single word in there? Probably not. It's more likely that you scan for important points so you can glean the overall message, and decide whether you want to take any action.

So if you're sending email with hundreds of words of copy, you're making it much more difficult for recipients to decide whether they want to click through -- simply because they can't quickly sift through all of the information in your email.

Instead, find a way to summarize what the reader will get in a compelling way, and let them click through to a page on your website for more information.

Take a look at how the folks over at Postmatesdrafted a brief email encouraging readers toclick through for a limited-time offer:

How to Write a Marketing Email:10 Tips forWriting Compelling Email Copy (7)

Postmates doesn't wait to get to the point. After a brief, friendly hello, they get right down to the purpose of the email: telling customers about their new "free lattes on-demand" promotion. After introducing the concept, they offer a fewof the essential details, then get right to the call-to-action.

Keeping your message on-point is the key to writing brief email copy. What's the point you're trying to make with your email? If you know the action your email is supposed to drive -- recipient orders free lattes on-demand, recipient remembers to buy their Bruce Springsteen tickets, recipient gets motivated to work out -- then you'll have a much easier time drafting succinct email copy that remains focused on that one end goal.

If writing succinct email copy isn't enough of a motivator for you to narrow down your goals, remember that having just one primary call-to-action in your email marketing results in better clickthrough rates than emails with competing calls-to-action.

9) Be lovable.

Just because emails are meant to inform doesn't mean they can't also delight.In some cases, emailcan be agreat avenuefor letting your brand's personality shine, helping you build a meaningful relationship with the folks on your email lists. After all, providing a lovableexperience for peoplebegins and ends with how you communicate with them.

Check out the example below from the folks over at Death to Stock Photos.The point of the email is to apologizefor an email they’d sent the previous day, which promoted a product that sold out way too quickly, didn’t ship internationally, and generally gave a lot of their customers a poor experience.

How to Write a Marketing Email:10 Tips forWriting Compelling Email Copy (8)

(Video) Email Marketing Strategy | 10 Tips for Writing Better Email Subject Lines

Notice the part of the email that's called out in red. Using concise, personable language, they explain what happened, apologize for the mistake, say what they learned from it and how they'll prevent it from happening in the future, and give the recipient several options for following up.

The format of this portion of the email is optimized for the large number of recipients who are likely skimming the email. The bold text and one-sentence paragraphs make it easy to follow. Finally, they aren't afraid to add some personality using phrases like "Give us a wavvveeee" to humanize their brand. The result?Recipients are probably much more open to forgiving them for the honest mistake.

10) Use actionable languagein your call-to-action.

That's right: Emails have calls-to-action, too. Well, the good ones do. First and foremost, your email call-to-action should be extremely easy to identify. Remember: People scan their emails. If there's one thing you want your recipient to pick up on, it's your call-to-action.

If you're sending an HTML email, you may decide to include a button, like this AmazonLocal email did below.

How to Write a Marketing Email:10 Tips forWriting Compelling Email Copy (9)

There are two qualities that make this call-to-action button effective:

  1. Great design: First, notice how the large, bright orange button stands out from the blue design; that call-to-action certainly isn't hard to find.
  2. Great copy: The copy on the button is just as important.Your call-to-action button should include language that is succinct, clear, and action-oriented. This AmazonLocal button tells you in very few words what you can do using verbs -- you can view the deal showcased in the email.

But it's also crucial to spend some time optimizing your plain-text emails for clear calls-to-action. No matter how fancy your HTML email are, not all email clients will render your images, and not all email recipients will choose to display your images. In fact, we studiedwhether HTML emails or plain-text emails performed best and found that, whilepeople say they prefer HTML-based and image-based emails, in reality, simpler emails perform best -- andplain-text emails perform best of all.

Take a look at how one of our emails makes use of linked anchor text to draw recipients' attention toward the calls-to-action:

How to Write a Marketing Email:10 Tips forWriting Compelling Email Copy (10)

The message doesn't many graphics or colors added compared to most HTML emails. As such, the hyperlinked calls-to-action garner even moreattention.When readers scan through the text and focus in on things like bolded words, images, and hyperlinked text, reiterating the same offer over and over hammers home for them exactly what you want them to do -- redeem your offer by clicking your call-to-action.

What else do you think makes for effective email marketing copy? Share with us in the comments.

Editor's Note: This post was originally published in May 2012and has been updated for freshness, accuracy, and comprehensiveness.

Topics: Email Marketing Email Marketing Tools

(Video) Email Copy Best Practices: Writing Compelling Emails That Convert


How do I write a copy of a compelling email? ›

8 email copywriting tips
  1. Nail the subject line. Your email subject line is the headline equivalent for your email copy. ...
  2. Don't forget the preview text. ...
  3. Get personal. ...
  4. Avoid industry jargon. ...
  5. Choose your words carefully. ...
  6. Keep things short and concise. ...
  7. Make sure your content is relevant. ...
  8. Include a single and simple call-to-action.
20 Nov 2018

What is email marketing and example? ›

Email marketing is a form of marketing that can make the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. It can also be anything in between.

What is the difference between email copywriting and email marketing? ›

Email copywriting is the literal words you put in your emails. These include those on your graphics, as well as your subject line and body content. The goal of copywriting email marketing is persuading readers to take action, such as viewing a landing page, scheduling a demo, or downloading a PDF.

How do you write irresistible copy? ›

How To Write Compelling Copy
  1. Understand Your Target Audience. Before you even put pen to paper, your target audience must be clearly defined. ...
  2. Use Emotional, Personal Copy To Pull Them In. ...
  3. Establish A Quantifiable Position. ...
  4. Create Urgency. ...
  5. Finish With A Strong Call-To-Action.
30 May 2018

How do I write a marketing? ›

Here are 21 tips for writing effective, engaging marketing copy.
  1. Define your goals. ...
  2. Know your audience. ...
  3. Use the right tone. ...
  4. Add a strong opening. ...
  5. Put the reader first. ...
  6. Solve a problem. ...
  7. Make your content exclusive. ...
  8. Appeal to emotion.

What are the 4 types of marketing emails? ›

Below, we've outlined the four types of popular email marketing campaigns and how you can use them to help your business grow.
  • Email Newsletters. One of the most common and popular email marketing campaigns are Email Newsletters. ...
  • Acquisition Emails. ...
  • Retention Emails. ...
  • Promotional Emails.
10 Oct 2018

What are the 3 types of email marketing? ›

To aid you, I will highlight three important types of email marketing that you can use to earn the attention of your customers and prospects.
  • Email Newsletters. ...
  • Transactional Emails. ...
  • Behavioral Emails.

What is the best email marketing tool? ›

The 6 Best Email Marketing Software of 2022
  • Best Overall: Mailchimp.
  • Best for Automation: ActiveCampaign.
  • Easiest to Use: MailerLite.
  • Best All-in-One Marketing Suite: Hubspot.
  • Best Affordable Option: Moosend.
  • Best for E-commerce: Drip.

What is a strategic email? ›

An email marketing strategy is a set of procedures that a marketer identifies and follows to achieve desired marketing goals with email advertising. This plan of action gives the businesses a direct channel of communication with prospects and customers for brand promotion.

What is an email marketing tool? ›

Email marketing tools are tools marketers use to create, send, test, optimize, and report on their email campaigns. One of the most common email marketing tools is an email service provider, or ESP, like Campaign Monitor.

What is the primary purpose of email marketing? ›

Email marketing drives conversions.

Regardless of whether they do so in the form of leads, sales, memberships, or a metric unique to your business strategy, the ultimate goal for marketers is to turn potential customers into paying customers.

Who are the best email copywriters? ›

The 20 Best Email Marketers You Should Follow And Steal From
  • Hana Abaza: @HanaAbaza. ...
  • Michael Katz: @MichaelJKatz. ...
  • Ian Brodie: @ianbrodie. ...
  • Nate Green @TheNateGreen. ...
  • Kristin Bond @EmailSnarketing. ...
  • Jeanne Jennings: @jeajen. ...
  • Dan OShinsky: @danoshinsky. ...
  • Bill McCloskey @BillMcCloskey.
1 Dec 2016

How does email copywriting work? ›

Email copywriting is the process of writing an email for a current or prospective customer with the intention of encouraging a conversion. That conversion could be a reply, a sign up, a trial, or even reading your blog posts—whatever it is, all of the copy in the email should be working towards this goal.

What is direct response copy? ›

In marketing, direct response copywriting is a form of copywriting that compels the reader to take action now rather than later. Consider the difference between TV commercials and Facebook ads. Most TV commercials are intended to get you thinking about a certain product or service and thereby increase brand awareness.

How do you make a compelling copy? ›

How to Craft Compelling Copy
  1. Getting the headline right. You'll feel utterly helpless with your marketing efforts if you don't have an engaging copy. ...
  2. Explaining the benefits. Once you have the headline and first sentence in place, it's time to focus on explaining the benefits to the readers. ...
  3. Pay attention to minor details.
9 Dec 2021

What are the 3 parts to writing a professional email? ›

Are you looking for the secret of how to write a professional email that is sure to impress not only your bosses' but other colleagues when they read it check out the three parts of email that are crucial when it comes to writing. They are the subject, body, and finally the signature.

What are the five components of proper email formatting? ›

A typical formal email has five parts:
  • Subject line.
  • Greeting.
  • Opening lines & Body.
  • Closing.
  • Sign-off.
25 Aug 2022

How do you start a professional email sample? ›

6 strong ways to start an email
  1. 1 Dear [Name] This email greeting is an appropriate salutation for formal email correspondence. ...
  2. 2 Hi or Hello. As far as email greetings go, an informal “Hi” followed by a comma is perfectly acceptable in most work-related messages. ...
  3. 3 Hi everyone, Hi team, or Hi [department name] team.
2 Jun 2022

What is a marketing copy with examples? ›

Marketing copy refers to the text used to educate consumers about a product and motivate them to eventually buy it. Marketing copy is used in a growing number of channels, from advertising in local newspapers to the tagline in a YouTube video.

How do you create a strong copy strategy? ›

Copy Test: How to create a strong Copy Strategy
  1. Comprehension. The message must be clear and easy to understand. ...
  2. Reaction. It must elicit a positive reaction (like vs. ...
  3. Memorization. The message must be easy to remember, to build awareness fast and facilitate brand recall when buyers make their purchases.

› resources › developing-email-ma... ›

Keep it simple and strong. Make your message scannable. Use less “we” and more “you”. Talk about the benefits versus the features. Align the email copy with the...
Writing copy for your emails can be time-consuming and stressful for marketers. If that sounds familiar, then you're on the right path. Sending out messages...
Ernest Hemingway once said, “There is nothing to writing. All you do is sit down at a typewriter and bleed.” We're sure all email marketers can relate to th...

What makes a great email copy? ›

However, the key to writing great email copy isn't a big secret known only to the experts. The key to writing great email copy is simplicity. By presenting the benefit of your product in a clear and concise manner, you'll make it much more appealing to your audience and ultimately drive more conversions.

How do you write a good draft email? ›

Employ the following 12 tips to craft an effective email.
  1. Subject Lines are Important. ...
  2. Use Bullet Points and Highlight Call to Action. ...
  3. Keep it Short. ...
  4. Don't Muddle Content. ...
  5. Be Collegial. ...
  6. Watch Your Tone. ...
  7. Avoid Too Many Exclamation Marks and No Emojis. ...
  8. Avoid Quotes That Could be Offensive to Others.
17 Oct 2018

What is meant by email copy? ›

Email copy is pre-written text designed for a specific marketing or sales purpose. One example could be an email letting your subscribers know about an upcoming sale. Email copy is different from standard correspondence because it's not written in the moment.

How do you write a post copy? ›

Define your voice and tone

You could be professional or excited, relatable or funny. Consider what best suits the image of your business. Just remember that you can't read emotions in short copy, so it's important to understand the voice and tone you want to portray.

Who is the best email copywriter? ›

The 20 Best Email Marketers You Should Follow And Steal From
  • Hana Abaza: @HanaAbaza. ...
  • Michael Katz: @MichaelJKatz. ...
  • Ian Brodie: @ianbrodie. ...
  • Nate Green @TheNateGreen. ...
  • Kristin Bond @EmailSnarketing. ...
  • Jeanne Jennings: @jeajen. ...
  • Dan OShinsky: @danoshinsky. ...
  • Bill McCloskey @BillMcCloskey.
1 Dec 2016

What does copywriting mean in marketing? ›

Copywriting is the strategy of creating persuasive content for Marketing and Sales with the goal of generating conversions and sales. Some examples are emails, websites, advertisements, catalogs and others. The professional assigned to write and develop the “copy” is the copywriter.

What are different types of copywriting? ›

  • Marketing Copywriting. This is the type of copywriting that people are most familiar with. ...
  • Social Media Copywriting. ...
  • Brand Copywriting. ...
  • Direct Response Copywriting. ...
  • Technical Copywriting. ...
  • Public Relations Copywriting. ...
  • Thought Leadership Copywriting. ...
  • SEO Copywriting.
11 Apr 2022

What are the four basic parts to a professional email? ›

The 4 Essential Parts of an Email
  • The subject line. Arguably the most important component of the email, the subject line is the deciding factor in whether your message is read or deleted. ...
  • The salutation. The start of the email sets the tone for the main body. ...
  • The bit in the middle. ...
  • The ending.
10 Feb 2013

What are the main items you need when you write an email? ›

You can make it easier on your recipients by making sure your business emails include these five essential elements.
  • A Concise, Direct Subject Line. ...
  • A Proper Greeting. ...
  • Proper Grammar, Correct Spelling. ...
  • Only Essential Information. ...
  • A Clear Closing.

How do you sound professionally in an email? ›

How to Write Emails that Make You Sound Professional
  1. Use a Professional Email Address.
  2. Write a Short, Descriptive Subject Line.
  3. Address the Reader Appropriately.
  4. Write Concisely.
  5. Avoid Emojis, WRITING IN ALL CAPS, and Excessive Exclamation Marks.
  6. Use Free Tools to Eliminate Spelling and Grammar Errors.
3 Oct 2020

What is an ad copy example? ›

Gain-Seeking Ad Copy

For example, highlighting a BOGO deal on a product can drive a visitor to convert into a customer by targeting their desire to own more of something than they may actually need. They'll be driven to act by the prospect of gaining something for seemingly nothing. “Buy 2, Get 1 Free!”

What is brand copywriting? ›

Also known as brand messaging, branding copy, brand copy, or simply brand writing, brand copywriting defines narrative framework of your brand. Brand copywriters craft the story that your most important audiences recognize as uniquely your own. These audiences include both internal and external stakeholders.

› Resources Hub › Blog ›

By presenting the benefit of your product in a clear and concise manner, you'll make it much more appealing to your audience and ultimately drive more conve...

What Is Email Copy? › what-is-email-copy › what-is-email-copy
While the act of sending emails to prospects and current clients is vital, you need to have a compelling message. Otherwise, what's the incentive to open an...
Want to write a selling email copy? Then this blog has 15 actionable tips that you can act on for writing a winning email copy!


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