Abe Kallon

Email Marketing...

Engage The Reader - This is the most important part because if you can't engage your reader and get them interested enough to open your email, it doesn't matter what you're giving away, they're never going to see it. Hence your email stand absolutely no chance of converting.

Now the question is, how do you engage your reader?

You accomplish this with your headline. It must grab the reader's attention and make them want to see what's in the email.