What principle should underpin the content of the email body?

The principle that should underpin the content of the email body is that it should captivate and add value. Crafting an email with engaging and valuable content ensures that the recipient is not only interested in what you are saying but also finds it beneficial. This approach fosters a connection with the audience, encouraging them to read further and engage with the content. By providing useful information, insights, or resources, the email becomes a tool for building relationships rather than solely focusing on a sales pitch.

Captivation and value are essential for maintaining the recipient's attention and can lead to deeper engagement and trust, which are critical for long-term success in communication and marketing strategies. In contrast, lengthy emails may overwhelm the reader, and focusing solely on sales can alienate them. Following a standard template may provide structure, but it does not guarantee the content will resonate or connect with the audience without captivation and value.