Whenever I ask people for examples of emails they love, most are quick to show messages from brands with gorgeous images, great design, amazing personalisation or cutting-edge technology. Hardly anyone says, "I love the copywriting in [Brand X's] emails!" Unless, of course, I'm talking to a copywriter. This is a shame...

After a consumer opts into receiving your emails, I assume they’ll be somewhat active. During the initial weeks they’ll open, click, browse your website, and maybe even convert. However, it probably won’t take long for them to lose interest. They’ll delete without pause or filter into a subfolder for a rainy day. They may come back briefly when a compelling event motivates them to find your most recent offer or a reactivation campaign lures them in once again, but the pattern will repeat itself. They’ll get bored and disengage all over again.

"I am 6 months into my new job and new role as Marketing Director at WorkCompass, A B2B SaaS firm selling Performance management and appraisal software. I am the first marketing hire coming fast on the heels of the first sales hire Colm. So what’s the perfect pitch for our audience? I had no idea!"

“Words matter very much Ms. Barnes, you should care more about them given your profession.”- Francis Underwood (Kevin Spacey of House of Cards)

In the profession of digital marketing, our words matter very much. Words are the pinnacle point of persuasion that drive our consumers to either take an action or ignore our advances. Therefore, our pitches, or messages, warrant much more attention and affection than currently rewarded to them.