Will write email copy for food
Latest posts | Feed | By Mark Brownlow on May 30, 2007
One of the curiosities of email marketing is that businesses invest less money in it than the returns would justify. Rarely does an email marketing conference pass without folk bemoaning the "email should be cheap" attitude of those guarding the finances.That argument is covered elsewhere. But Karen Gedney makes a strong case today for devoting more resources to one of the more underfunded elements of email campaigns: the copywriting.
Her argument is persuasive (she is a copywriter, after all!), making the astute point that low investment in email copywriting is bad for you, bad for the industry.
One copywriter unlikely to be troubled by lack of work is the great Nick Usborne. His latest article at Excess Voice reviews the "hey, we're best buddies" approach to email copy.
Though he says the approach is inappropriate for most email situations, Nick does draw out the important lessons we can learn from the false bonhomie of the out-of-breath writer trying to sell the latest and greatest gimmick to the unsuspecting.
More on copywriting | Tags: email copywriting, copywriting fees
[This post brought to you by Campaigner Email Marketing]
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