Email is one of, if not the best, vehicles for driving word of mouth for a brand. So if you are an email marketer always keep this in mind. It's not just your recipients you are communicating with but potentially many times more. It's very easy to hit 'forward' in your email reader.
So, with that in mind here is a terrible headline from an email a friend of mine received from Zagat:
Amber Alert? Are you kidding me!? Never let the need for creativity or cleverness beat out good 'ol common sense. This is an offensive and thoughtless to say the least. My friend forwarded this email to me and several other folks in regards to this headline. Will it keep me from using the Zagat guide, or visiting this restaurant? Maybe, maybe not, but it certainly doesn't build brand equity for either one!
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