Go open your email. Take a look around at something I'm sure you've already noticed. Most of those emails not only bore you, they annoy you. There's this strange phenomena where companies (even big ones with big budgets!) don't think that the words they put out in front of customers matter. Turns out, they do. Don't fall into the trap of paying big bucks for fancy photos, expert designs, and special plug-ins to help 'optimize' your traffic and ignore the single most compelling thing on your site, email, or what-have-you...the copy!