• by David Goetzl  @dgoetzl, May 24, 2008

UK email marketing pundit Dela Quist says emails with content "makes people click more than offers." Reason being, a small percentage are buying "at the moment you sent the email." Seed the interest through info without the hard sell, it appears.

On the content front, Quist says some of the content that leads to higher conversion rates are recipes, games/puzzles ("huge in the UK") and top-five or top-10 lists in a particuluar field -- all are "sticky."