I heart emails. I don’t mean those in my inbox, I’m quite partial to those. What I heart, is the art of writing emails. Specifically, emails meant for group distribution. I prefer ‘group’ over ‘mass’ but sure, by group distribution I also mean mass distribution.

Anyway, being an email copywriter myself, I’ve developed a lot of appreciation for the well written variety, alongside deep disdain for the majority of crap that masquerades as marketing email copy that’s commonly being distributed on the emailnets.

So imagine my joy at receiving an email from Litmus, well crafted and designed, as always, inviting me to their new series:

The host on the first installment in the series is none other than Ann Handley, blogger and book author and the first name many marketers think of when they hear the phrase ‘content marketing’.

Here are some nuggets I collected from the full interview which I strongly recommend you read:

  • [On long emails] Nothing self-indulgent. Don’t waste the time of your audience.
  • Personalization does not mean “Dear [first_name] here.” Holy cow our previous post was exactly about that!
  • [Quoting Joanna Wiebe of copyhackers] “Don’t amplify the act of proceeding, amplify the value of it. So not ‘free trial’, but rather ‘end scheduling hassles.’” This is just an awesome piece of writing advice. Loved it!
  • “Every email should have just one key point.” We have a word for emails that don’t follow this rule: copyvomit. It’s when an email contains too much information to the point where it feels like someone forced the author to write all of them down.

There’s lot more where this came from, so go ahead, and say hi to Ann. She rules.


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About Idan Carmeli

A B2B marketing veteran with a penchant for the written word and a geeky fascination with technology. Through Converto, a marketing services agency he's founded, Idan combines his professional passions to deliver the benefits of marketing automation to B2B organizations large and small, especially through intelligent, well crafted lead nurturing programs.




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