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Brian and Damon sent an email to experienced cruisers that describes how Green Ocean cruises are more relaxing than traditional ones. This email failed to

Brian and Damon sent an email to experienced cruisers that describes how Green Ocean cruises are more "relaxing" than traditional ones. This email failed to generate the response rate they were hoping for until they replaced the word "relaxing" with "inspirational." 


What advantage of direct marketing does this email campaign demonstrate? 


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