Web Words That Work: Writing Online Copy That Sells

15. Writing Email Newsletters and Promotions

Email might play second fiddle to the more glamorous social media, but it’s still an integral part of the Internet today. Email is the preferred means of corporate communication, and it’s also a very effective means of marketing and promotion. You need to know how to write effective email copy to be a successful online copywriter.

Interestingly, I find email copy to be the most traditional of all forms of online copy. In many ways, email copy is much like traditional direct mail copy; you don’t have to worry about optimizing for search, length isn’t too big an issue, and you’re striving to invoke a direct response from the reader.

Still, there are lots of unique aspects to writing email copy—and different ...