EMAIL: IN FOCUS
In spite of any rumors to the contrary, email marketing is alive and growing.
However, both promotional emails and email newsletters face a number of challenges in terms of deliverability, open rates and conversion rates.
One essential element to the success of every email or newsletter is the quality of the subject line.
Unfortunately, writers appear to spend a great deal of time working on the body of an email or newsletter, and give very little attention to the subject line itself.
This is curious, because unless you write a great subject line, nobody is ever going to open your email or newsletter.
Author Notes:
Nick Usborne is a leading authority on the subject of writing for the Web. As a speaker, trainer and consultant he has worked with dozens of companies and organizations, including Yahoo!, J. Paul Getty Trust, Intuit, Walt Disney Attractions, Merck & Co and the National Cancer Institute. He is the author of "Net Words," a must-have reference for both copywriters and writers of content online. He is the publisher of the Excess Voice newsletter for online writers and copywriters, and works full time for MarketingExperiments.com.