Most Proxibid auctioneers just send email blasts about upcoming auctions with a bevy of pictures lacking any theme. Others send long-winded newsletters that take a long time loading and that often fail to display on the typical home computer. Instead, use email ads like this one to tout specials. (Click pic to expand.)

An advertisement sends two messages, manifest and latent. A manifest message is direct: Attend this auction! A latent message is indirect, a kind of theme, predicting what will happen if you attend the auction: Get free shipping! Get gold cheap!

The email advertisement by Weaver Auction contains all of the above and more:

1. Weaver logo.
2. Time and place.
3. Hot links to Proxibid and AuctionZip.
4. A picture of a top lot.
5. An announcement of the next auction.
6. Web site URL.
7. Auction house phone number.

Also note the two highlighted specials: Free shipping for purchases $1500 and over and reduced buyer’s fee for Double Eagle gold.

Unlike non-competitive auction houses, Weaver doesn’t punish bidders who purchase several lots, charging them exorbitant shipping, handling and packaging fees (when using free boxes and mailers from the bankrupt US Post Office). It entices competition with free shipping for top customers.

Also, Weaver took Proxiblog’s advice long ago about reducing the online buyer’s fee for pricey gold. Otherwise, onsite bidders win every time. With low buyer’s fee, Internet bidders compete for gold and the Weavers end up with more profit.

Keep in mind that the Weaver advertisement showcased here contained more information with one-fourth the words of this post. That’s the final rule about great email ads. They’re short, factual and have a theme. Do the same for your auction, and see a spike in your online registration.

Proxiblog is an independent entity with no connection to the auction portal Proxibid. Our intent is to uphold basic numismatic standards as established by the American Numismatic Association and the National Auctioneer Association and to ensure a pleasurable bidding experience not only on Proxibid but also on similar portals such as iCollector and AuctionZip.