In this column, I want to share with you the three most important things I’ve learned about writing winning e-mail marketing campaigns.
The first is: when your e-mail copy makes reference to what’s going on in the news the same week — or even better, the same day — you distribute it, your response rates soar.
Financial publishers were probably the first to discover this: e-mail messages that reflect what’s going on in the market on the day they are distributed — for instance, “gold hits $700 per ounce … should you sell or buy more?” — pull much better than generic promotional e-mails or those with evergreen content.
Example: the publisher of a financial newsletter boosted subscriptions by referencing the Martha Stewart case during her trial. Headline: “Stay one step ahead of the stock market, just like Martha Stewart … but without her legal liability.” The HTML e-mail even included a co...(register to read more)