March 28, 2002, 12:00 AM

Dumping the download

(Page 2 of 2)

You can see the pattern. Don’t be too clever. Trickiness isn’t the answer, because to many recipients that emphasizes the possibility of a download that’s either irrelevant or dangerous. The lead-in should start the saliva flowing, paralleling a strong headline on a single description in a catalog. And the inclusion of a one-to-one, me-to-you source certainly increases the possibility that the download will be opened.

Want to be absolutely sure about what works with your customers? Test. That’s the beauty of e-mail marketing ... and the one sure way of knowing whether your customers will accept downloading of attachments. l


Herschell Gordon Lewis is the principal of Lewis Enterprises in Fort Lauderdale, Fla., writing copy for and consulting with clients worldwide. His 25th book, Marketing Mayhem, has just been published. His 26th book, E-Mail Marketing, is on Amacom’s spring list. He can be reached at or 954.565.0009.

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