Author: Chris Pearson, Partner & Email Marketing Specialist at 3BM
As a Carnivore, I eat a lot of meat.
Recently, I’ve been researching local ranches where I can buy meat directly from the source, skipping all the expensive grocery store prices.
A lot of ranchers are looking for ways to skip the “middleman” and sell directly to the community.
As I wandered across the internet like one does, I came across a ranch here in Colorado.
I’ve seen their brand around, but I’d never shopped on their site, until this last week…
What I love about this ranch is that they raise their cattle grass fed and grass finished. No corn. No grains. Just the open plains of Strasburg, Colorado.
Their cattle never get hormones or steroids.
Their beef is 100% certified grass fed and finished.
And my favorite part?
They “…produce healthy, clean beef you can feel good about serving to your family.”
Give their Our Approach page a read to learn more.
Rules: The Email Muse
Each week, I venture through the marketing wilderness to find highly-effective ecommerce sales emails… and I shine a light on what made them work.
My goal with this weekly tangle with the email muse is to teach you strategies and tactics you can use with your emails.
Where do I find these magical electronic pieces of mail? My inbox, mostly, since I’m signed up to lists that I want to be on. I also take suggestions from readers who have a stellar email they’d like to share.
Did you get an email recently that made you smile, your eyes tear up, or flat out gut punched you? I want to see it.
Forward the email to me at (chris at threebeaconmarketing dot com) with a brief note about what you liked about it. If I choose to break it down, I’ll give you a shoutout and link back to your site.
And no forwarding me your own emails. That’s the only rule.
Let’s get started.
Subject Line: Welcome + Direct Offer
Direct is usually the way to go on the first few emails:
This is a straightforward, direct subject line that new subscribers can rely on.
They know who the email is from and what they’re getting inside.
The subject line keeps the new subscriber moving from “website form” to “discount code” to potentially clicking through and making a purchase (or at the very least, shopping the site so the abandoned browser or cart email flows can kick into pay).
From Name: Brand + First Name
Here’s how Flying B uses their from name and email address in the inbox:
They use their brand name for the from name. But, they use a first name for email.
I appreciate that they’re keeping things personal, here. I’d test this from name:
Margaret at Flying B.
This will increase the “personality” of the emails and lean even more into the “family owned and operated” ranch positioning.
Opening Line: The Logo & Family Image
Flying B Bar Ranch starts off personal, and they keep that theme going:
A family photo sets the tone. It positions the brand as family friendly and community focused.
This family-centric approach gives the reader a feeling of community and safety.
Body Copy: Welcome + Why They Exist
Here’s the first set of body copy:
Margaret welcomes you to the email/ranch. She mentions WHY they started the ranch. And then explains HOW they are achieving that why.
All of this is important to the reader because it gives their brain a chance to connect with the family and brand.
Without this information, they’d naturally file this brand away with all the other nondescript ranches they come across, in-person or online.
The copy connects WHY the brand exists to what the customer wants.
The Results of Their Mission
And then they talk about what their mission does:
The simple cause and effect is powerful.
Flying B raises better beef. The customer gets premium grassfed beef.
Clear and concise gets the message across.
“As a small token…”
Here’s a fun turn of phras:
“As a small token” is different than most emails that say “here’s a code/discount/deal for you.”
Voice and tone are unique to Margaret and the brand, here.
While seemingly small, this gives the reader a unique feel while reading.
The copy strays from the norm and, in some cases, can act as a pattern interrupt.
The Incentive: The Clippable Code
I really like this style of coupon code:
It’s been a while since I’ve seen a clippable coupon code.
It brought back some nostalgia for me. Especially paired with the family theme Flying B’s delivered so far in the email.
Also, it’s functional.
If someone were to print this email off, they could clip the coupon and take it into (or mail it in) to Flying B Bar Ranch.
Terms and Conditions
Here’s something I don’t see often:
Terms and conditions, clearly and plainly stated.
No gray font a few shades away from the background.
Flying B hides nothing from their customer. They’re transparent. And I like that about them.
This, for some people, builds trust and earns respect.
What You Learned
That was a monster of a breakdown.
Glad you stuck it out with me.
Here’s the tl;dr of what you learned today:
- Direct subject lines get the point across
- Test personal, conversational from names and email names
- A family-centric approach gives the reader a feeling of community and safety
- If you talk about your brand, connect why it matters to the reader, too
- Clear and concise gets the message across.
- Phrases and sayings can give your message a unique, personal feel
- Nostalgia is a strong emotion. Use it.
- Transparency to the customer is trust over time.