MindComet

Double entendres? Vivid vocabulary? When using edgy copywriting in your email marketing, there are a few things to consider. Make sure the material is appropriate for the target audience. This includes subject, headlines, and body. Are you sure the message will reach the inbox? Let me clarify: Certain words are filter-sensitive and ISPs will send messages to junk mail and trashcans. A way to work around the issue is to convert words into images.

The latest piece of email marketing I received from Kenneth Cole had a safe subject, “Collar a new shirt,“ and a riskier headline:

(By the way, notice the witty pun in the copy?)

There is a fine line between messages that tastefully convert words to images, and messages that unethically cheat the bounce-rate and filtering system. Be sure to use good judgment and ethics in deciding what copy to use for the target audience. It may be easier to write around the words than to risk open-rates.