. Incorporating the news
“Direct marketing copy that reflects current news and events usually outpulls copy that is not written with references to current affairs,” says Bob Bly, copywriter and author of “The Copywriter’s Handbook.” He adds that incorporating news into copy is even more important in e-mail marketing than it is in direct mail. “In promoting investment newsletters, for example, if the Fed is going to announce a rate hike this week, your e-mails virtually have to be built around that theme,” describes Bly.