Not everything you thought about email writing may be true

If you write sales emails, read this excellent deconstruction of a successful email on Problogger. Here’s what the author reckons:

– You don’t need to use call-to-action sales links in sales emails;
– You don’t need to ‘sell’ the customer on the product before they’ll click a link;
– You don’t need to focus on a discount or offer;
– You don’t need to overtly drive readers to action;
– You don’t need to use bold fonts, bullet lists, and subheadings to be scannable.

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