Email marketers told simple is best. - This is a great article by Arif Durrani.
In this article he references an industry expert that states that the right email campaign strategy created a 200,000 percent improvement. Yeah that's totally outrageous, but once you understand the power of email marketing and using it correctly. It becomes possible.
THE CONFUSED MIND SAYS NO.
People are getting so many emails these days you need to decide what you want you reader to do in that email. There has to be a central driving next step embedded in that copy to create a result.
WHAT DO YOU WANT YOUR READER TO DO ONCE THEY RECEIVE THE EMAIL?
One of our clients recently sent out an incredibly short email with a great graphic and a discount. The read rate was fantastic but more importantly 60% of the people that opened that email clicked through to their website. Which resulted in sales some of which did not even use the discount code.
Another client for which we created all the copy and content had several articles and links. However the big attraction factor was again a Discount Code that lead them back to the main site. Even though the content of the newsletter was varied the message was clear, SAVE MONEY BY USING THIS CODE.
I am not suggesting that every email should have a discount code but I am suggesting that you should be aware of what specific action you would like your reader to take while reading the email.