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    Use What Works For My Wife When Composing Your Email

    by Dave Hughes
    Going back to the fantastic graphics I posted about on Wednesday, I wonder if you're advertising enough in your marketing emails. If you recall, the image that represented "marketing" was a single statement, while "advertising" was the same statement repeated several times. This brings us to your email marketing message, whether it's a newsletter or a straight sales email. I'm sure you have a call to action, but do you repeat it? I don't know about you, but there are days when I'm as dumb as a box of rocks. On those days (and most others if you ask my wife), it takes several times before what my wife is trying to tell me finally sinks in, at which point I grunt and go "Of course I was listening!" I keep trying to explain that this means I'm just being a husband, but it's not getting me anywhere. Back on topic, are you repeating your call to action enough times to make the recipients of your email drop their paper and say "Of course I was listening!"? There is no hard and fast rule about how many times you need to repeat it, but it's almost a guarantee that once is not enough. How many times do you repeat your call to action, and why did you settle on that number?
    Written by:
    Dave Hughes
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