NextAfter has run and published more email test results than you can shake a stick at. What have they learned? More conversational and natural copy wins. A water is wet finding? Maybe, but there is a big difference between believing this or knowing it and having copy that does it well.
Our sample shows there is a difference in doing it well by sub-sector with Human Services being the top performer on Readability, which means the copy feels more like a personal letter or conversation.
There are parts of speech that make copy harder to read (nouns, big words) and many more that make it feel like a conversation. All of this is color coded with easy to follow diagnostics in the Copy Optimizer. Here is an example from within the workspace showing a Good and Bad example from the same organization, Wounded Warrior.
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