The Art Of Email — 4 Lessons From Sin City

A few years ago I was in Vegas and went for a walk along the Strip thinking about the email I was was going to write that day.

Actually that’s a bonus lesson, before you write an email go for a walk and get it outlined in your head.

Lesson 1 Split Test

Anyway back to Vegas, so there I was strolling along the Strip and using a pedestrian bridge to go from one side to the other and I saw a guy with a sign:

“I’ll be Honest I Need Money For Beer”

That made me chuckle, 30 minutes later on my way back the same guy had a different sign:

“My Ex Wife had a Better Lawyer”

My one regret from my time in Vegas is not stopping to ask him how many signs he had and which ones performed best.

The lesson from this is:

Split Test your subject lines

That short encounter led to a chain of thought that led to one of my best performing emails, what lessons had I already learned in the few days in Las Vegas?

Lesson 2: Ask For The Sale

People don’t generally want to spend money on things no matter how much it might change their lives. In Vegas I discovered that everyone assumes that you are there to spend money and…