Copywriting

Best Practices Exist for a Reason, Part 1: Email

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By Carolyn Goodman

I’m continually stunned when a client, art director, copywriter or any other strategist in the marketing industry insists on using a design or copy technique that directly contradicts proven best practices.

Over the years, I’ve absorbed studies about the ventricles of the brain and how it performs distinctly different cognitive processes. I’ve read color studies, the anatomy of eye movement, how words and numbers trigger comprehension and reaction, fonts and their role in evoking an emotional reaction, persuasion psychology and unconscious motivation—the list goes on and on—all in an effort to apply these learnings in order to help our clients get the maximum response to their marketing efforts.

While

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Headshot of Carolyn Goodman

Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

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