Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns

By Herschell Gordon Lewis | Go to book overview

CHAPTER 11

Words and Phrases
That Don't Work
A great many of the words and phrases that don't work in e-mail parallel words and phrases that don't work in other avenues of communication. For example:
There is (or There are)
Remember
It (as a first word)

Some subject lines and headings fail because they too quickly synopsize the selling argument. For example, suppose a subject line reads: [Increase Sales, Accept Credit Cards.] Although completely descriptive, the line suffers from two problems. First, and easiest to correct, are the initial caps—capitalizing each word—which quickly brands the message as advertising. Second, a subject line as simple as [Increase sales] is an improvement; [Increase your sales] ties the message to the reader; [How to increase your sales] goes yet another step; [Shouldn't you increase your sales?] is challenging and involving.

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