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The central reason that inbox providers and lawmakers abroad have moved so aggressively to protect inboxes is that the incremental cost to send an email is nearly zero. In contrast, the costs associated with traditional channels—such as TV ads, newspaper ads, and direct mail—ensure that marketers use those channels thoughtfully.
Email Marketing Rules
Chad S. White
No persuasive practice is going to work for sure whenever it is applied. Yet there are approaches that can consistently heighten the probability of agreement. And that is enough. A meaningful increase in those odds is enough to gain a decisive advantage.
Pre-Suasion
Robert Cialdini
Some of them may duplicate one another and cross over, but that’s okay, because you’re expressing the same ideas in different ways. Then you can whittle these down to fine-tune your copy.
How to Write Copy That Sells
Ray Edwards
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