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
• “I am still working on the follow through with most of the other
customers who responded; reviewing accounts, histories. Looking
• “I learned that customers value a printer cleaning more than I
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
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