What's more important In marketing emails, copy or design?
In a new report on email marketing from the Center for Exhibition Industry Research, digital strategist Jason Falls answers the question—categorically.
It's copy.
"Nothing makes an email more powerful than expertly written copy," Falls writes.
"Catching the recipient’s attention, taking them on a quick journey, and making them believe that more than anything they have to take the action you want them to take and take it right now, is a thing of beauty."
Falls quotes Derek Halpern, a fellow digital guru who "swears by text-only emails."
“I’ve experimented with both simple text and fancy HTML," Halpern says, "and in all my experience, simple text generates the best results."
