Email is a ‘push’ channel, unlike other marketing channels, so copywriting for it must be approached with a different conversion goal in mind. This chapter covers:
- Key differences: What are the key differences between the email and website channels and audiences, and how does this inform copywriting?
- Cialdini’s seven principles: How can Robert Cialdini’s ‘seven weapons of influence’ be useful in online communications?
- Email conversions: Often thought of as a single act, in reality an email conversion consists of three micro-conversions. What are these, and at what point does email copywriting play a part?