Email marketing and copywriting

1 November 2011

Our world often includes email copywriting. In fact we've written two today – one for a financial services client and one for a hotel chain.

We also handle the email marketing strategy for an international insurance client, building databases and segmenting markets, before creating the actual content. The emails are then sent out using a sophisticated system with a great dashboard that enables us to see how many people open each mail, where they click and ultimately, what they buy.

We work hard at the details. From the initial subject line, to the layers of content and the multiple calls-to-action, it's all about giving the potential audience the right carrot to drive a click-through.

But you also need good timing. i have a note on my desktop to remind me to send a client a bottle of whiskey for his birthday. I've just got an email from Masters of Malt, promoting a particular bottle. I clicked through and brought it immediately. I can imagine them right now, looking at their email dashboard and rubbing their hands with glee.

Category: Web & e, Direct marketing

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