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Concrete details

<strong>You’ve got mail</strong> In the battle for attention in the inbox, only the most relevant, valuable email newsletters and promotions will survive. <a href="https://www.shutterstock.com/pl/image-photo/dartsboard-bullseye-business-wear-552299530" rel="noopener noreferrer" target="_blank"><em>Image by Rawpixel.com</em></a>

Why write relevant email messages?

Irrelevant content No. 1 reason readers unsubscribe Talk about competition in the inbox: Today, organizations and individuals send and receive...
Channels /
<strong>What's in a name? </strong>Not much. Go beyond name-calling to tailor your message to your readers' best interests. <a href="https://www.shutterstock.com/image-photo/hello-name-tag-sticker-on-white-498007852" rel="noopener noreferrer" target="_blank"><em>Image by EHStockphoto</em></a>

3 email marketing personalization tips

Be careful using names When should you use subscribers' names in e-zines and email blasts? What's in...
Channels /
<strong>Can they read you now? </strong>Half of Americans have basic or below-basic skills. <em><a href="https://www.istockphoto.com/photo/newspaper-paper-strips-gm509293542-85692799" rel="noopener noreferrer" target="_blank">Image by Queensbury</a></em>

What’s the latest U.S. literacy rate?

Just 2% of global adults read at top level Little confession here: I’m a geek. While you’re out partying on...
Readability
When it comes to getting the word out on your web page, what you take off the first screen is as important as what you put in. <em><a href="https://www.shutterstock.com/image-photo/designer-creating-prototype-mobile-application-testing-788466826" target="_blank" rel="noopener noreferrer">Image by JpegPhotographer</a></em>

Weed out your web page above the fold online

Don't bury your message under sharing buttons, bylines and chrome Web visitors spend 74% of their time on the first...
Channels / Web
<strong>Get clicked</strong> When reading emails on mobile, recipients click 40% less often, find it 48% harder to understand content and are more likely to unsubscribe. Now what?

How to write great mobile emails

Reach recipients on their smartphones It’s Americans’ No. 1 online activity. It’s the top sharing channel in the world. The...
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<strong>Nobody does it better</strong> Email remains the perfect complement to websites and social media, argues Jakob Nielsen. <em><a href="https://www.shutterstock.com/image-photo/smiling-black-young-man-glasses-holding-1296335626" target="_blank" rel="noopener noreferrer">Image by fizkes</a></em>

Why email newsletters are so valuable

They’re the best tool for supplementing websites You can't beat an e-zine for complementing a website, writes usability expert Jakob...
Channels /
<strong>Inbox is king</strong> “Email may well be your most productive marketing tool,” says HubSpot viral marketing scientist Dan Zarrella. <a href="https://www.shutterstock.com/image-photo/you-have-got-mail-95390650" target="_blank" rel="noopener noreferrer"><em>Image by rangizzz</em></a>

Why email marketing works [Statistics!]

It’s the No. 1 sharing channel in the world 4,300%. That's the average ROI on email marketing, according to the...
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<strong>Like a real person said it</strong> Write quotes that sound human, not like a computer spit them out.

How to write good press release quotes

Add passion, personality to your sound bites A frustrated PR pro in one of my workshops said: “Most quotes in...
Channels / PR
<strong>Say it ain’t so</strong> If it doesn’t sound conversational and substantive, don’t expect journalists to pick it up. <a href="https://www.shutterstock.com/image-photo/businessman-holding-paper-that-say-blah-113481784" target="_blank" rel="noopener noreferrer"><em>Image by happystock</em></a>

Why CEO press release quotes suck

Reporters hate PR quotes What's the least important element in a release — less important even than the dateline or...
Channels / PR
Journalists’ biggest pet peeve is pitches and releases that aren’t relevant to their audiences. <a href="https://www.shutterstock.com/image-photo/businesspeople-holding-target-against-their-faces-1011274288" target="_blank" rel="noopener noreferrer"><em>Image by Andrey_Popov</em></a>

Define target audiences in public relations pitches

They chew gum, don’t they? Journalists’ biggest pet peeve is pitches and releases that aren’t relevant...
Channels / PR
<strong>Hit the target</strong> To grab editors’ attention, steal a tip from these Silver Anvil winners. Lead with the readers’ needs — not with your products, services, programs or ideas.

Write leads for your public relations target audience

Put the readers’ needs — not your products, services — up top Which of these product release leads would you...
Channels / PR
<strong>Come out of the closet</strong> When cutting clutter from copy or closets, change your focus from what repeats deck; please change goes out to what stays in. <a href="https://www.shutterstock.com/image-photo/white-shirts-hanging-on-rack-built-155388371" rel="noopener" target="_blank"><em>Image from TaraPatta</em></a>

What closet tidying taught me about editing

Audition your words to go in, not out When Lynn Wylie, aka Best Sister Ever, sent me an Unfancy blog...
01 Message length / Readability
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