E-mail Marketing: Herschell Gordon Lewis on E-mail Creative, Part II: Copy

Among the myriad e-mail creative tips Herschell Gordon Lewis, president of Lewis Enterprises, delivered during a session at the DMA06 Conference in San Francisco this week, he brought out several key copywriting pointers for marketers. Here are several of them.

* Tell your message recipient what to do. “Don’t just say what a wonderful company and offer you have; tell them what to do,” Gordon Lewis pointed out. People respond to a command.