The goal here was to drive new signups for the revamped digital edition of the Washington Examiner, now available only through a paid subscription. The audience for our emails and banner ads? Those in the general public who want to avoid “fake news” and be in the know like their elected representatives. To get their attention, we emphasized that the printed version of the magazine (which is distributed free on Capitol Hill and at the Pentagon) is highly regarded – and read – by government officials who depend on real news for decision making. One challenge, which we successfully addressed in the copy, was to add value to the publication, since a digital subscription will have a fee. About text-only emails: If you look carefully at the emails below, you will see that there are two “Personal Invitation” emails, with the same copy. The only difference: one has graphics and the other doesn’t. I find text-only emails perform well, so we decided to run a test. Looking forward to hearing the results!