You have a great email campaign.
Now you need to decide how to format the letter before your eblast.
Do you go fancy, including special letter head and colors? Or keep it simple, with basic writing?
Consider these two email examples. Regardless of your politics, which campaign had more successful open and response rates?


Obama’s Email

Rand Paul's Email

Rand Paul’s Email

The answer is surprising, even counterintuitive.
Obama’s emails received a higher open and response rate.
Why? Simple yet direct text gives a prospect a sense of direct simplicity, like receiving a message from a close friend or colleague.
An ornate font, with fancy headings, like Senator Paul’s, immediate gives an impression of a mass-produced message, rather than something intimate.
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