Jessica Best

Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

Heather Fletcher is senior content editor with Target Marketing.

"The dirty little secret of email marketing is that 15 percent of your email never makes it to the inbox," explained Jessica Best, digital marketing evangelist for emfluence, during Content Marketing World on Sept. 10 in Cleveland.

The best content to use for emails is a little bit of both what customers need to know and what's trending in the industry, says Jessica Best, a digital marketing "evangelist" at emfluence. "That's a difficult balance for marketers, but that's all part of the content marketing game,"

Direct response writers (and their readers) know that one of the most powerful motivators in the English language is a four-letter word. It's the word "free." Free nudges fence-sitters by eliminating risk. It rewards the deal-seeker in each of us. And it's a tool for separating you from the competition. It's also a faster read and more engaging than words and phrases such as "complimentary," "at no charge" or "courtesy of."

More Blogs