Have you ever considered why some emails resonate, and others seem just a bit off? While the general topic of copywriting has been handled here quite well, too often emails - especially ones that for part of a marketing automation sequence - fail because of one thing: voice.
Consider these four examples:
1) Passive Voice
Neglected fee payments will cause access to be lost.Membership department
2) Active Voice
If you neglect paying your fees, you will lose access.Membership department
3) Corporate Val [...]
When you write, does everything that you put down on paper deliver exceptional value? Or is there a certain amount of low-value filler that invades your communications?
There are three strategies that can significantly upgrade your value in the eyes of your audience:Target: right audience - right message: What is high value to one group holds no (or low) value for others. Either your message must be customized precisely for your audience, or you must find the precise audience for your message.Audition: Every sentence must deliver value, or it should be cut. Low value sentences (a [...]