One of the projects I worked on at ModCloth was writing marketing copy for consumer newsletters. The one above promoted fall outerwear, and the one below promoted new arrivals. The text atop each graphic was the email subject line copy.
The fun part about writing newsletter copy is that you have a very short character limit to work with. How can you get the most bang out of that small space? There’s something fun and puzzle-like about this type of writing. It’s also really fun to test what words and calls-to-action perform the best.