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MODULE 2
LESSON 2.4
Email Marketing Audit
Subject lines, body copy, and CTAs through the {!?$i} lens
Email = {!?$i} in Sequence
! = Subject Line
The attention mechanism. If this fails, nothing else matters.
? = Body Copy
The question/answer flow. Building the case.
$ = Value Proposition
What's in it for them? Make the exchange clear.
i = CTA (Call to Action)
Transaction completion. One clear next step.
Exercise
Your Assignment:
Audit your last 20 marketing emails received. Label the {!?$i} components in each. Which emails worked on you? Why?