From: Athleta
Subject Line: Full Support Swimwear is Getting Into the Mix
Date: Tuesday, June 1, 2010

I've been reading a lot about the rhythm of language and how it adds beauty to your writing. I think Athleta has been checking out the same books, because there is a very crafty copywriter behind this email. It takes a lot of work to make something that sounds so effortless. Notice the symmetry in the sentences? "Full-Support Designs For Full Sport Days" is concise, balanced and pleasing to the ear, without sacrificing the message. I also love the use of puns and wordplay to add a light, inspirational tone. The copy, especially "perfect set," nods toward the image (which, talk about inspirational) without being obvious. It doesn't have to scream VOLLEYBALL for the reader to get the point. I do wish the image and copy had been a little more integrated visually, but ah well--a girl can dream!