Email is, still, primarily a written medium. This means that good copywriting is crucial. Today I opened up an email and the pre-header says:
Laura, should have get your Naturals Sample Bag.*Web Version

Wait. What?
Maybe they mean “should have got”? But that’s implying they’re sending out free sample bags to everyone. That can’t be right. But I can’t tell because with images off that’s the only text in the mail, except the footer and legal information.
When you load images you get a little more clarity. Apparently, making a big enough purchase trigger a bunch of samples to be included in your delivery. So the line possibly should be “Laura, get your natural samples bag.”
Maybe it was intentional. After all it did get me to load images to see what the email was about.
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