Tag Archives: email copywriting

sales email tips

Steal This Technique for Your Next Sales Email

One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. So, for example: “Click to download our free white paper” is… Read More

Integra Email Campaign

Email Campaign or Essay Question? You Decide.

The email campaign below from Integra, a regional provider of business voice and data solutions based in Vancouver, Washington, gets high marks for promoting content – in this case, a “buyer’s guide” – but on all other counts, the email reads like the opening to a term paper, not the… Read More

As Seen on TV

But Wait, There’s More! Why Cheesy Copy Still Works.

Effective email copy is not like a letter to your grandma; unless, that is, you’re asking Grandma to sponsor you for the 5K Fun Run at the park. A good email campaign isn’t designed to make people feel warm and fuzzy about you, your company or your product, or generate… Read More

[24]7 Email Campaign_Before

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. Kevin writes: “Below is one of our most successful email campaigns. We’re getting ready for a second broadcast and after reading one of your recent blog posts, I can already think… Read More

10 Commandments of Email Copywriting

Infographic: 10 Commandments of Email Copywriting

Email copywriting is more than simply an exercise in brevity. A successful email grabs the reader, sells the offer, and closes the deal. Good email copy is engaging, personal, never boring, and focuses the reader on a single action: response. No matter what you’re selling – a white paper, a… Read More

improving email campaign performance

29 Tips to Improve B2B Email Campaign Performance

Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. Make sure that critical information (offer, key benefits, call to action – what, why, how) is “above the fold”, i.e. in the top left 2-4 inches (400-500 vertical pixels) of your… Read More

2 Email Campaigns Show How (and How Not) to “Sell” Content

Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. One, a white paper offer from sales tax automation company Avalara, is a plodding recitation of facts that does little to grab the reader. The other, from email marketing software… Read More