Words count: How the language you use arouses emotions in the people you’re trying to reach

“Independence Day is almost here!”

“Shop for what you enjoy.”

“Welcome”

“Our July newsletter”

Scrolling through the list of promotional messages that land in my inbox, I’m often amazed at how few inspire action. Many state the obvious (#1 above), lack context (#2 and #3), or tell me nothing (#4).

And this is even though customer expectations for targeted messages are rising.

McKinsey says that 71% of consumers expect personalization from the brands and businesses they choose, and three-quarters are frustrated when they don’t get it.

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