Does Email Marketing Really Work? Andy Brasfield has proof that it definitely works.  This is a true story. One night in February, Andy (co-founder of Southeastern Laser in Knoxville, Tennessee) came up with the idea to create a Valentine’s Day Special offer for his customers – and to email the offer.  I won’t give away all of Andy’s secrets, but I was on his email list and when I saw the message was from Andy (a long-time subscriber to my Weekly Sales Tips) I was interested.  Then – when I read the subject line, I smiled.  That’s the thing about Andy’s emails:  They are fun and creative.  I read the entire email and was very impressed.  Turns out his customers were also impressed, and Andy has a pretty good-sized email list that he has been collecting over the years. As a result of his email marketing campaign, Andy told me that calls came in immediately after the email was sent, and . . • “One customer ordered a full set of color toners, about $300 worth, and said the email reminded him to do it.” • “We received a couple more direct orders after performing the service we had offered in the email.” • “We took site surveys and added printers to customers’ online ordering pages.” • “I am still working on the follow through with most of the other customers who responded; reviewing accounts, histories.  Looking for opportunities.” • “I learned that customers value a printer cleaning more than I previously thought.” When I spoke with Andy a few weeks ago, he told me he will be planning his email campaigns a year in advance (very smart) and he will be spacing his marketing emails about a month apart. Andy’s advice:  “If you have an idea you think is good, go with it and start writing.  Don’t worry about how it looks or reads until you have finished writing.  Later, read and edit.” One of his success secrets is using a compelling subject line. An Attention-Getting Subject Line is Critical If no one opens your email, it doesn’t matter how pretty it is on the inside. Emails can generate immediate revenues, but they have to read your email before they are motivated to buy. In addition to using an attention-getting subject line, there are three ways to make sure your emails are opened and read.  Three of the most important lessons I have learned after 10 years of email marketing are - 1.)    Place a text link early on in the text as well as at the end. 2.)    When writing the text links, a descriptive link will usually out-perform a shorter, instructional link. In other words, “save 20% on our end-of-season sweaters” will likely do better than “buy now” or even “check out our low prices”. 3.)    If you are selling more than one product in your email, you will probably get a higher click-through on the first product mentioned, and the lowest click-through on the last. (This is generally true, but definitely not true all of the time.) Useful information should be sent more often than emails attempting to sell something.  When consumers feel they will benefit by reading your messages, they will open and read your emails more often. And if you can create fun and funny emails, readers will look forward to your messages. Ask Andy Brasfield if email marketing works and he will tell you “Absolutely.” Ann Barr is a consultant and sales coach who has written eight books on sales and marketing. Email Ann at Ann@SellingSupplies.com Get a free E-book when you sign up for her free Weekly Sales Tips e-mailed newsletter at www.annbarrblog.com