A few months ago, I hit a wall while creating email copy for a client. The standard best practices weren't cutting it — our open rates were decent, but replies and conversions were flat.
Everything changed when I dove deep into voice-of-customer research and really understood the messaging that resonated. Instead of guessing what might work, I used our customers' own words and addressed their true pain points.
The result? Our reply rates shot up, conversions followed, and I learned a crucial lesson: real market research beats assumptions every time.
That's...
