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Reggie Brady
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Sephora and the Subtle Sell
As a consumer, I enjoy the variety of e-mails I receive from cosmetics company Sephora. The twice-weekly mailings employ a mix of hard-hitting product promotion and value-added content.
The subject line for one recent e-mail was, “Makeup artist must-haves. Their #1 faves!” That’s a strong subject line — everyone wants to know what the experts use. And it used a number in the subject line. Numbers fascinate readers and capture attention. Plus, they’re likely to increase open rates.
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- Companies:
- 1-800-Flowers.com
- Orvis Company
E
Reggie Brady
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Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.
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