Today I dropped in on a webinar for the art of email writing (not exactly copy writing heh), taught by Colin Nederkoorn, CEO of customer.io.
The first question everyone was asked was, “what’s your biggest fear when writing an email”. The number one fear was essentially sending something that wouldn’t be relevant (whether it is manifested as emails not being read, or opened).
Emails should reflect the values of your business. Virgin does this pretty well. They are edgy in all of their touch points: from the airplane interior, to their website, to their email subject line (which is “Think of us as a friend with benefits”).