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

* Asking a relevant question is unusually potent in e-mail, he pointed out. Make it relevant to the people you’re sending the message to.

* E-mail is the only medium in which the approach, “It’s important to me, so it’s important to you,” is a valid marketing ploy if properly used, Gordon Lewis asserted. “Rapport is the key to response and fewer opt-outs,” he said.