Email Copy

Where to place the CTAs in an email

Those of us who search for email marketing advice online are often harangued by commentators who think they know eternal truths that can be encapsulated in a single phrase. Recently, I’ve seen articles on Calls to Action (CTA) where I’m told they should be ‘Unforgettable’ or, practically identically, ‘Easy to Remember’. This is not what … READ MORE »

Suspect The Agreed Truths Of Email Marketing

It’s one of the most repeated rules of testing in email marketing; only test one criterion at a time. If you test two, the results are no longer statistically clear and precise, which is the what makes testing such an essential tool. Do it properly and you know. Anything else is a guess and will … READ MORE »

What Has Dune To Do With Subject Lines?

Choosing the best subject line for an email marketing campaign is a critical decision. If you go for bland, you’ll upset none of your subscribers although, of course, you won’t interest any of them either. If your subscribers don’t open the email, all your efforts are wasted. An effective subject line can intrigue, engage, entice … READ MORE »

Limit The Errors In Your Email Campaign

You might think that by using the word ‘limit’ we are setting the bar much too low. Wouldn’t eradicate, eliminate, remove be better options? If my years of copywriting have taught me anything it is mistakes will happen. Errors can run the gamut, from wrong colour for the banner headline to a double entendre going … READ MORE »

Follow Orwell When Writing Your Copy

Whether we should conform to the rules of English grammar in our email marketing copy is a question that comes up time and again. We work within constraints not suffered by most writers, so rules, both explicit and accepted, might not help us in our requirements. We are not short of advice. Here’s some more. … READ MORE »

Do-It-Yourself Copywriting

I have a close relative who runs a copy agency, employing a dozen or so creators, each concentrating on a particular subject. Others are called on as and when required. The latter includes me. If her dedicated creator struggles with high demand, I get a phone call.  She was worried that contracts might slow given … READ MORE »

Make E-newsletters News Again

I subscribe to quite a few e-newsletters, some for my hobbies and many more for research into email marketing. In the former, I forgive mistakes because most are run by amateurs, and doesn’t it show, who have something to say about my hobby. For research, I expect companies to show professionalism. It’s remarkable how many … READ MORE »

The Desire To Conform With Email Marketing

The need to conform is an effective technique sales staff use when speaking with potential purchasers. It’s a gift that keeps giving. Much research has been conducted on it over recent years and some of the findings have been remarkable. Look it up. While it is fascinating, you might be wondering what it has to … READ MORE »

Master The Art Of Saying Sorry

There are many skills required to reach the top, or even obtain moderate success, in email marketing, and one of the most difficult to master is the art of saying sorry. You’ll make mistakes. If they just cost a sale or two, the lesson is often worth the price. If you’ve upset one of your … READ MORE »

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