The average person spends 51 seconds reading an email newsletter. And with the normal person reading at a rate of 200 wpm, that 51 seconds equates to them reading about 170 words.
What can you say in 170 words?
Well, you’d better include some convincing copy that draws a picture of what they’ll want to do. You know the saying, “People don’t want fertilizer; they want green lawns.” So don’t say “We have lots of wonderful dresses for your Valentine’s date”. Say “Look totally romantic to collect kisses galore… ”
Then , literally draw (well, insert!) a picture. An amazing outfit from your shop. Don’t have the time or resources to do that? A stock photo of a romantic Valentine’s date. Maybe this one.
Then a strong WIIFM such as “Your love will love you more in your new outfit from MyShop.”
And a CTA. A Call to Action: “Stop in to pick out your Valentine’s outfit, whether it’s a slinky red crepe gown… or just a heart-embellished sweatshirt! We have it all at MyShop!”
Auntie Kate The Resale Expert 
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