Email Applied: The BIG SALE!

4. Make it Fun
Sometimes a tongue-in-cheek tone can connect with your readers.

One clever example is from JetBlue. The main headline read: "OUR CFO IS AWAY. It's time for a sale before he gets back on August 6th."

The airline used dynamic personalization to feature fares relevant to recipients based on their geographic locations. There was also a contest that wasn't featured prominently, which encouraged readers to enter to win one of eight trips the company was giving away in a 10-day period.