Every piece of written communication has a "sound" or tone. Most direct mail letters are written with a "hard-sell" style -- pound away at the offer, the benefits, the call-to-action. And in direct mail, that style works.

Not so in email marketing. People feel differently about their email boxes than their post office boxes. The email inbox is much, much more a personal space. So the approach in your email marketing communications has to be more personal, friendly, low-key. Read Article >> Posted by: DTB at 2:27 PM  |  Permalink