The Email Sound Booth with Liz Wilcox — Sales Email Summit

Episode: Ashley DiMercurio – Preselling an offer so you get the money before you make it
Date: August 21, 2025

Episode Overview

This episode centers on using email marketing to pre-sell digital offers—specifically, how to sell and validate a product before it’s created, so you earn revenue upfront. Host Liz Wilcox interviews Ashley DiMercurio (virtual assistant, tutor, and entrepreneur) about her real-world success with pre-selling her ebook purely via email, including tactics, results, and follow-up strategies.

Key Discussion Points & Insights

1. Ashley’s Most Interesting Sales Email: The $5 Pre-Sell

• Ashley shares her experience writing a simple, direct sales email to her list, pre-selling her upcoming ebook.

• Subject Line: “Can I have $5?”

  • Inspired by Liz’s own “Can I have $9?” subject during a previous launch.
  • Got an open rate over 50%; earned $100+ from a single email, before the product even existed.

  Quote:

  "The most amazing email I've ever sent was actually to pre sell my ebook. The subject line was simple but powerful. A simple 'Can I have $5?'"
  — Ashley DiMercurio [01:14]

  Quote:

  "What made it so effective was that I was selling the idea before the product was even complete ... It creates excitement in your audience, it validates your idea, it gives you the confidence in your idea and in your product and it generates income before you've even launched."
  — Ashley DiMercurio [01:41]

• Benefits of Pre-Selling:

  • Validates product demand
  • Generates excitement and confidence
  • Provides cash flow before launching
  • Enables ongoing sales after launch

2. The Follow-Up Sequence & Results

• Ashley sent additional, creative emails to maintain momentum and continue pre-orders.

  • Email #2:

    • Subject: “Picture of my new workspace inside”
    • Shared personal update plus the ebook link
    • Stats: 53.47% open rate, 2.5% click rate

  • Email #3:

    • Subject: “Are you changing with the seasons?”
    • Communicated pre-order numbers, another chance to buy
    • Stats: 47% open rate, 1.4% click rate

  • Continued promotion:

    • Shared ebook during workshops (e.g., “Collaboration Over Competition”)
    • Kept ebook available for ongoing purchases

  Quote:

  "After I shared that I also talked about the ebook and gave a link for people to pre order it there. I sent another one ... talked about how I had launched the ebook and that it would be coming out soon. I let people know how many people had pre ordered ..."
  — Ashley DiMercurio [03:24]

3. Community, Mindset, and Encouragement

• Liz praises the “power of the pre sell” and encourages listeners to embrace this approach.

  Quote:

  "The power of the pre sell. The power of continuously selling. Love, love, love."
  — Liz Wilcox [04:26]

• Ashley encourages listeners, especially small business owners, to try pre-selling as a low-pressure, validating approach.

  Quote:

  "If you haven't tried pre selling through your email list yet, I highly recommend giving it a shot. Your audience just might surprise you. I know mine did."
  — Ashley DiMercurio [02:22]

4. Connect With Ashley & Free Resource

• Ashley’s services, resources, and how to contact her:

  • Website: yourreadingtutor.com (services tab for “Ask Ashley”)
  • Audience: Literacy support, virtual assistant services, business consulting
  • Summit Freebie: “The Power of 21” (tool for tackling big projects in business or life)

  Quote:

  "The freebie I'm offering for this summit is called the power of 21 and that is a really awesome tool that I use when I have to tackle big projects in both areas of my business ... So I hope people will check that out, grab that resource and use it to tackle their next big project."
  — Ashley DiMercurio [05:02]

Notable Quotes & Memorable Moments

• “It creates excitement in your audience, it validates your idea ... and it generates income before you've even launched.”
  — Ashley DiMercurio [01:41]
• “I loved creating a product after I have, you know, collected the cash.”
  — Liz Wilcox [02:35]
• “Your audience just might surprise you. I know mine did.”
  — Ashley DiMercurio [02:22]

Timestamps for Important Segments

• 00:00 — Sponsor mention & episode kickoff
• 01:11 — Ashley recounts her most successful sales email
• 02:35 — Liz asks about follow-up and ongoing selling
• 03:04 — Ashley details her email sequence, open/click rates
• 04:26 — Liz reinforces the power of pre-selling
• 04:44 — Ashley shares where to find her and her free “Power of 21” tool
• 05:57 — Links, templates, and closing advice from Liz

Further Resources

• Ashley’s site/services: yourreadingtutor.com (See “Ask Ashley” for virtual assistant/business offers)
• Freebie mentioned: “The Power of 21” (for project management)
• Steal These Sales Emails Template Pack: Curated collection of all summit emails, including templates for pre-sell emails featured in this episode.

Summary Takeaways

• Direct subject lines (“Can I have $5?”) can dramatically boost open rates and engagement.
• Pre-selling validates your product, brings in funds before creation, and helps you gauge true market demand—making email a crucial channel for entrepreneurs.
• Ongoing follow-up and creative email subjects (including personal touches) help maintain momentum and maximize pre-order opportunities.
• Templates and support (like Liz’s “Steal These Sales Emails”) make pre-selling accessible—even for beginners.