email marketing

Email Writing

If you’re like most businesspeople today, you’ve never received any training about how to properly and effectively send email; you just picked things up along the years. It’s no wonder why most of corporate America has a love-hate relationship with email. We can’t live with its nonstop frequency, yet we can’t live without its utility.

Let this presentation remedy that and make you work smarter, not harder. We’ll discuss the pros and cons of communicating via email, with a special emphasis on tactics to ensure that you’re not only understood, but, equally important, that you’re not misunderstood.


When it comes to e-newsletters, everyone knows that your subject line is the silver bullet. Yet there’s so much more to email marketing — starting with what we call it.

For example, think about the message you’re sending when you refer to your emails as a “blast.” Do you really want to conjure up an image of spam clogging an inbox?

Or consider your sign-up form. Do you thoughtlessly ask people to “subscribe” or to “submit” their email address? C’mon, you can do better than that! Take a cue from the presidential aspirants, who carefully label their call-to-action buttons “I’m in” (Ted Cruz) and “Join us” (Hillary).

In other words: seize every opportunity for a semantic nudge.

I call tactics like these “overlooked opportunities,” and in this workshop, I walk through example after example — good and bad — from companies of all sizes, across various industries. My promise to you: not only are these tactics easy to implement; they’re also ignored by most websites. Embrace ‘em, and you’ll be clicks ahead of your competitors.