This has been a long running debate among marketers for years. Many feel that short, sweet and to the point is the best approach, while others feel that longer, more conversational emails gets better results.
So who is right? Well, actually they both are!
There are situations where one approach is more appropriate than the other. For example; if you are sending a safelist ad where the recipient may receive thousands of emails from other members and only skims through their inbox then you will want to first capture their attention with a great headline so they will open your email and then only give them enough information to make them want to learn more! If you give too much information then you may lose their interest after the first paragraph and they will just delete it and move on!
But if you are sending a broadcast to your list of subscribers, a more personal, conversational approach would work better simply because you are trying to build a long term relationship of trust with them. Sending emails with a bunch of fast talking cliches and hype will only lead them to the unsubscribe link real quick!
This is why I personally contact my customers first when they purchase an email/solo ad creation from me so I know where they are going to use the ad and then use the approach that will get them the best results.
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