E-mail Marketing: Herschell Gordon Lewis on E-mail Creative, Part I: Design and Marketing

* Test this oddity: Move “click here” up in your text, he suggests. You’ll usually increase response. “That’s due to an ancient rule of salesmanship: When your prospect says yes, quit selling,” he said.

* Text out-pulls HTML when the message is urgency, Gordon Lewis said. HTML out-pulls text when the message is artistry. Urgency is more effective when used on a stark basis. When you want an immediate response, “don’t pretty it up,” he advised.