That interest is garnered almost wholly on the subject line of the email (with the sender name playing a role, as well). We've written a few blog posts about crafting email subject lines, including one on the anatomy of a great subject line and one showing 18 examples of awesome subject lines from brands. Here's a distillation of what you need to know to write some excellent copy.
Imagine this like mining for gold. You need to drill and excavate and blast through a tremendous amount of rock before you can find veins of gold. Once found, you chip away, uncovering more and more. Do this until you have carts full of fine gold you can polish and present to your audience. The more tenacious you are as a researcher, the better you'll get at copywriting.
I am the head email marketing manager at a social media traffic company and the company was looking to up our current email tactics. I have been through many courses, podcasts, and read multiple ebooks to expand my knowledge in email marketing. Although, the best way I learned was through someone who already does it and does an amazing job; through John of course.
Moreover, using all caps is not a recommended way to engage users, as it’s akin to yelling. Perhaps promotional print content is a fine medium for this style, but web isn’t. If your content is structured in an optimized way, using appropriate and descriptive titles and headings, lists, inverted pyramid style, keywords close to the left hand margin, and concise copy, then there shouldn’t be a need to use caps for emphasis.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
We have the team. We have the technology. Now we have to actually start "doing" the content marketing. In this blog post, we can't cover every manner of sin when it comes to creating content, but we can go over 1) the types of content assets a content marketing team could be creating to demonstrate the breadth of the opportunities available to the content marketing team, and 2) who should be involved in creating those assets.