Why is it that producers, I’m assuming there was not a copywriter involved here, feel the need turn an EDM into a personal conversation. People get that these emails are sent to a shitload of people, don’t patronise the reader.

It doesn’t need to look like a magazine, it just needs to be readable like a mag.

Holden have done this very nicely by keeping is easy to use but also having the big glossy images and not overflowing with copy your never going to read.