Hey Nicholas,

You can use that approach on any kind of email. Sales or otherwise. Keep in mind though... It's not so much of a "You should do this" as much as it's one tool in your toolbox. But it is a great way to increase clicks and engagement. I definitely don't do it all the time. But when I see an opportunity to do so, I try to.

To comment on your email... I feel like there are a few issues here. Really hope I'm not exhausting you with the constructive criticism... But here goes, in context...

Nicholas Hammon said
 

Subject: Why is the blues still relevant?

I realize you are going for curiosity here. While there is nothing wrong with this, in order for this to work it requires me to really be passionate about the question. Some people might be, but I don't know that it's going to insight a strong emotional reaction in many people. For example "They said that Blues Music was no longer relevant" might be an example of a way to get a more emotional response. In your example you are telling them something they already know (more or less). In mine, you are getting their ire up (hopefully).

However, once you get to the second and third section I think you get back on point.

Let me know if you have any questions.

Hey {!firstname_fix},

Why is Crossroads Of My Life an incredible merging of genres into a classic that could stand the test of time?

All of the blues masters of today have brought their own unique way of singing and performing the blues and in doing so have kept the work of those like BB king and Robert Johnson (to name a few) from being forgotten.

Want to know how Johnny Riley is making his mark with the blues?

Click the link below and get yourself a copy of Crossroads Of My Life and see it for yourself.

http://www.johnyriley.com/discount

In keeping with my feedback about the subject line, I feel that this just isn't that curiosity provoking. It eels like you are perhaps trying to hard to find a curiosity provoking angle that you can tie in to the offer. But it's just falling flat for me. Because this is a sales offer, you can't afford to spend this much time beating around the bush to get them to click. Especially in such a subtle way. To stick with my example (and to make up a few facts just to make a point) one could say something like...

Subject: They said the blues music was no longer relevant.

Hey (name),

In 2012 Rolling Stone Magazine said that blues music was no longer relevant. In 2015 it became the best selling genre in the United States.

In 2017 I broke my arm and a doctor told me I'd never play guitar again. Earlier this year I was nominated for a Grammy for best contemporary blues artist.

Help me continue to buck the odds by grabbing a copy of my latest album here: http://link.com

========

Now obviously I'm making up a bunch of stuff. But that is a bolder example of how you can use curiosity to relate it to your offer. We really need to hold the readers interest. And to me, what you have is too subtle and doesn't do enough to pull the curiosity trigger and then keep the reader interested.

In his latest album Johnny Riley brings an unapologetic straightforwardness when it comes to performing music with the intensity and directness of a seasoned blues artist.

The stories he tells with belting vocals are of broken hearts and shattered dreams - sung with a soulful delivery that is smooth and crisp.

Adding guitar riffs that build to melodic peaks with the style and intensity of a blues rockstar completes this duo.

http://www.johnyriley.com/discount

If you act in the next 72 hours you can get a 30% off discount on the album. However this is a limited offer and you must order within the next 72 hours to get this discount.

After the 72 hours are up the album will go back to the original price and is not likely to be available for this price again.

You can get it here: http://www.johnyriley.com/discount

Talk soon,

Johnny  

Nicholas Hammon said
Hey John, 

I've got another email here I would like some feedback on. Hopefully I'm not posting too much here. I'm reworking my emails and I have a few that I'd like to have your feedback on.

Right now we aren't making many sells. Previously this might have been because I had the music on spotify. It's all taken down now and is only on the site. Since then I have made two sells. Yay!

No worries at all. That's great to hear and not uncommon. Just thunk, you would have had to make generate 4000 streams just to make the same amount you made from album sales. More after the distributor cut.

Right now I'm creating two campaigns to slit test and because I'm not patient enough to wait for everyone to finish the funnel. I really need to get these sells up and right now the weakest part is the emails. Our marketing is great right now so I know we can make some sells. I'm seeing 47% conversions on the squeeze page.

 

 Subject:

Why do you love the blues, {!firstname_fix}?

 

Hey {!firstname_fix},

The blues is an anesthesia for the broken hearted and alienated.

It’s a way to turn a negative into a positive. Everyone has their own struggles to overcome in life and may feel alone or even oppressed at times. This is why everyone can connect with the blues. Some would even argue that it is about the soul.

Blues songs teach us three very simple lessons:

1. They have a way of reminding us that we’re not the first to struggle with situations such as relationships or money problems.

2. They give us perspective. You start to think maybe your problems aren't as bad as you think they are or as bad as someone else's.

3. You find humor in your situation and laugh about it.

I wrote a blog post on my site that I want to share with you. It’s a story about how the blues can help even the most lost of souls.

Maybe you could even write a song yourself about the problems. Leave a comment on my blog and tell me what your song would be about.

http://www.johnyriley.com/ptsd-blues

I left something there for you as well.

Talk soon,

Johnny

 

One of the headlines I'm using in my ads is, Broke, broken hearted, or betrayed? Don't fret there's a blues song just for you from Johnny Riley about every hardship in life. Since that headline is performing so well with blues fans in general I'm thinking I should make the rest of the funnel copy reflect it.

I'm trying to make it about them even though it's not without it being too obvious. Perhaps I'll run a campaign to test headlines.   

I really like this. You made it about the subscriber, and broke it down into a clear email that is easy to follow. The bullet points break up the monotony of reading as well. Good job.

Only thing you might want to do is watch the click through rate. If it's low you may want to figure out a way to get a link and a call to action in the first few lines of the email as well. But you can start here and see how it goes.

Nicholas Hammon said
Alright so I rewrote that email and made it align more with the usp and the target audience. I lot a the people responding to our content seem to have christian values or are spiritual so I tried a new angle.

Subject:

A mixture of somber and the celebratory

Hey{!firstname_fix},

A preacher once said that Johnny Riley’s music is influenced by spiritual beings.

Johnny Ray Riley his father was a holiness preacher and he had a powerful influence on Johnny in his youth. He used to go to church with his father and even sung in the choir. Some would argue that you need to sing in the choir to achieve the soulful delivery required for the blues. 

This album isn’t just music with a great sound. If has influences small and large from his father the preacher to the darker side of human nature. It’s about life. The good and the bad. It’s about a person that is trying to live up to his ideal, his father while contending with the darkness inside himself. 

Get a copy of Johnny Riley’s album Crossroads Of My Life and see why a man of god would say Johnny Riley had spiritual influences when making the music.  

http://www.johnyrily.com/discount

 

There has been some speculation on whether or not Johnny had some kind of unnatural influence when making his music. I think it might resonate with our target audience so it's worth trying. 

Critical feedback is always welcomed.   

I like the email but I don't love the subject line. It's just not exciting, enticing, nor does it spur my curiosity. But that's just one person's opinion. I'd also try and get a link earlier in the email if possible.

Hope that helps.