They were terrible for many reasons, including having terrible copy.
Note: As a result of this analysis, I realized that there should be a special place in h3ll for recruiters and real estate people whose email game is hot garbage.
But copywriting goes beyond salespeople.
A high percentage of emails everyone sends for work are “marketing.”
You’re trying to convince somebody (a colleague, your boss, a customer) of something.
There is an excellent article in The Blurb today by Pete Boyle on the power of precision writing. If you send emails that need to convince people of anything, read it just for the beginning alone (excerpt below).