Here’s a great little formula you should apply to every single sales message you send out, long or short, email marketing or conventional print – even advertisements.

It’s been used by direct marketers for decades for the simple reason that it works. It also makes constructing your sales message easy. Just fill in the blanks and go!

If you're a big brand sending millions of emails every month and you're using a professional email service provider (ESP), have you ever stopped to consider if you are actually getting good value?

Is spending upwards of £15,000 a month money well spent? Surely not when you tot up the annual total and realise that's over £180,000 on email marketing every year.