Contents Introduction 4 1: What calls to action make the most impact? 5 2: How do you convert an abandoned basket? 6 3: Which offer messaging gets customers excited? 7 4: How much do your customers hate paying for shipping? 8 5: How many awesome superlatives should you use in your life-changing marketing messages? 9 6: Tell us RIGHT NOW: does urgent messaging work? 10 7: Is it time to embrace customer-centricity? 11 8: Emoji... or eNOji? 12 9: Are you cool enough to use Gen Z slang? 13 10: What language resonates with your loyal customers? 14 11: What’s the best way to win back lapsed customers? 15 Now what? 16 The final word 17 Appendix 18