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An Idea A Day by David Thompson

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ONLINE MARKETING

TIPS FOR POWERFUL EMAILS

Andy Maslen

HERE ARE A few of the challenges we face when writing emails. First of all, your recipient can get rid of this intrusion into her working day without lifting a finger. Oh, OK, she does have to lift a finger, but only by four millimeters, before stabbing the mouse button and trashing your promo.

All she needs to do is check out your From field and subject line before deciding that, yep, this is junk mail. (Let’s just hope she doesn’t consider it the s-word and permanently block emails from you.) If she uses a preview pane, boy have you got a hurdle to jump. As she pages down through her emails, ...

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