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Dissecting Email Copy – Part II

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In Part I & II of email copy, students will examine each part of the email and understand its significance. They will come to realize how each part impacts ROI and will learn how small changes can increase effectiveness.


  • Know how to personalize a salutation
  • Discuss when to use long or short body copy
  • Contrast features vs. benefits
  • Demonstrate understanding of how to effectively use links
  • Explain why a CTA is important
  • Identify different types of CTAs
  • Recognize CTA best practices
  • Determine the factors that make up effective CTAs from real examples
  • Explain why it’s important to include an address in footer
  • Explain the importance of legal info such as unsubscribe in footer
  • Organize social media and sharing links in the context of a footer

About this Class


Minutes of education


Video Lessons


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Darcy Grabenstein

Darcy Grabenstein has more than 15 years of experience in digital marketing, with a heavy emphasis on e-commerce. In the realm of email marketing, she has worked on both the creative and production sides of the business. As a senior copywriter, Darcy has written email copy for clients ranging from large corpora more.

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