…Yet words are often an afterthought in email marketing.

We fuss about who to send email to, how to send it, when to send it, what design and structure to use, what it is we want to say, but…how we say it gets less attention.

Yet without the right words, your email is a bottle without a message, doomed to float unregarded on the online ocean.

Let’s redress the balance over the coming weeks with the occasional article on the power of text…beginning with a personal overview of the different roles words can and/or should fulfil in a marketing email.

I’ve split them into three categories:

• Engage the reader’s attention and guide them toward action
• Drive a specific response
• Provide functional support

The below list should serve as a reminder of the greater time investment your words deserve.

If you’re looking for real and practical advice about email marketing copy, this is “article of the week!”

Continue reading here:

http://www.email-marketing-reports.com/iland/2010/04/9-marketing-roles-for-yo…

So, when you prepare an email campaign, how much attention to you pay to the words you use?