clickz: Go With What Works

By Karen Gedney, ClickZ, Jun 10, 2009

When you sit down to write e-mail copy for a new assignment, you don’t have to start from scratch and drive yourself crazy writing new copy.

A better way is to work from what has performed well in the past. For example, I have files of e-mail marketing campaigns that have produced stellar results for my clients.

When I’m faced with writing a new assignment, I often follow these proven approaches. While the copy looks new to the client — because it’s specific to their unique product, service, or marketing challenge — it’s actually a tested approach. But instead of risking failure with something totally new, the client has the reassurance that this proven copy is likely to work for them.

Now, what do you do if you don’t have a sample file — or performance numbers? …read on