The anatomy of a marketing email that drives results

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Janet Choi is the Marketing Manager at Customer.io. Most writing in email marketing is terrible. Experiencing lame email copy can be educational on what not to do and motivate you to aim higher, if anything. But what are some positive techniques used to craft compelling emails? Here’s one simple but powerful method: AIDA, a time-tested copywriting formula that’s been used in marketing and advertising in all types of media for over a century. AIDA stands for Attention, Interest, Desire, Action — four building blocks that combine to motivate your readers to your call to action, from making a purchase to…



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