Any successful email campaign begins with a good offer. But you won't close the sale or earn the click-through if your copy doesn't do its job.

For instance: Are you discussing features without explaining benefits? Or placing your call to action "below the fold" where subscribers won't see it unless they scroll?

In a post at The Point, J. Sewell outlines his 10 Commandments of email copywriting—including key takeaways like these:


Don't bury the "lede." In journalistic lingo, burying the lede means obscuring an article's most important information in the fifth or eighth paragraph when it belongs in the first paragraph. The same rule applies to your email message: Within the first few sentences, subscribers should understand your offer, why they want it, and how to get it.

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