Johnson Box a useful email marketing tactic

The Johnson Box may be a relic of the good old days of direct mail, but it’s just as effective today for use in email marketing campaigns.

by Helen Leggatt

As most direct marketers know, a Johnson Box, popularized by copywriter Frank H Johnson in the 1950’s, is a technique used to highlight a USP, brand or offer and entice the recipient to continue reading.

Placed “above the fold”, highlighted and contained within a box, it was the first message a direct mail recipient would encounter.

Email marketers can also benefit from the exact same practice… read on